Recession what should we all do?

It's funny that when recession hits peoples first instincts are to reduce their spend on nearly everything. Being a director in Hoffi a brand design business it obvious that I am going to say that our clients should keep there advertising and design budget the same and if they want to become a bigger player in the market then they should even look at spending more. However where is the proof? I came across this article via twitter and Paul Rowen. This is some of the first historic information I have found to support the concept of increasing spend during times of recession. 

See here for the article