Advertising in a Downturn

Advertisers and marketers should maintain their levels of adspend during periods of economic uncertainty if they want to protect the long-term profitability of their brands, according to research published by the IPA.

Advertising in a Downturn

Stephen Whiteside

Advertisers and marketers looking to protect the long-term profitability of their brands during periods of economic uncertainty should look to maintain their levels of adspend, according to research published in the Institute of Practitioners in Advertising’s report Advertising in a Downturn.

These findings were the conclusions of a seminar hosted by the IPA to investigate the business effects of cutting marcoms budgets during tough times.

Speakers included Peter Walshe of Millward Brown, Karl Weaver of Data2Decisions, Keith Roberts of Malik PIMS, and Peter Field, who ...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands