Historical evidence for maintaining advertising spend in a recession

WARC Online U.S. editor Geoffrey Precourt reports on a presentation given by Professor Gerard J.

Historical Evidence for Maintaining Advertising Spend in a Recession

Geoffrey PrecourtWARC Online

Russ Klein, Burger King's chief marketing officer, seems to be running from the pack. In the midst of recession, he's not cutting costs. He's doubling down.

"With the economic downturn, it's important for us to be front and center with value messaging, innovation and strategy," Klein told Advertising Age. "There is strong historical evidence around companies that step up with their innovation and advertising and their ability to move through economic downturns and emerge with stronger brands..."

Burger King spent close to $300 million on paid-media advertising...

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