Economics: Recession

 

Blue-chip FMCG companies, such as Unilever, P&G and Cadbury, can improve their relationship with the City by changing their reporting on marketing budgets from half-yearly to quarterly, or by issuing ...

This article covers a study, produced by the Future Foundation, which aims to determine the possible shape of consumer behaviour after the financial crisis, or what it termed the “new normal”. Among i ...

Before the recent economic downtown, the global car market had been growing at about 7% per year. But with huge over-capacity, more contenders in the race and pressure on profit margins, the industry ...

This article, by Naveen Rao, Chief Strategy Officer of Grey Group Greater China, assesses how consumers in a variety of Asian markets have responded to the onset of the financial crisis. On average, 8 ...

This paper reports on the Futures Company's "Seeing the Light" event in September 2009, that looked ahead to the likely trends that will characterise consumers and markets in the post-recess ...

When sales are down and budgets are cut, it would seem that the most important thing for a business to do is to focus on survival, not plan for growth. But recovery will come, and marketers who are no ...

The worldwide growth in the 'knowledge economy' since the early 1980s, fuelled by powerful, cheap technology and consumer demand, has been unstoppable; by 2004 UK business investment in knowledge-base

This article predicts that continued recession may mean the demise of the traditional advertising agency. Clients' budgets are squeezed and have to work harder. They continue to support their brand wi

Reporting the AAAA's annual media conference, the author finds the mood in the industry better than expected, given how serious this economic downturn is proving. Much of the focus was on how advertis

The article discusses what can be learnt from previous recessions to help cope with the current one. The paper has two parts: 1) a study of data from the recessions of 1974-75, 1980-81 and 1990-91, an

This article considers how consumer behaviours are likely to respond to the economic downturn, and reports a survey into the prevailing mood and consumption habits, at the time when the recession had

This article discusses the top downloads among WARC Online's users in 2008, breaking them down by region, company type and search terms. Recession enjoyed an unsurprising prominence across all categor ...

Six industry leaders (from WPP, Aegis, Lastminute.com. Publicis, Starcom and Bird's Eye Iglo) give advice on how to meet the challenge of the recession. It is suggested that there will be growth in Br

The combination of a global financial crisis and severe economic downturn in most major markets will have a substantial effect on advertising expenditure in 2009. The year-on-year relationships betwee

The article suggests that there is no evidence engagement advertising has increased or that interruptive advertising has reduced. Online and ambient advertising, in particular, offer many examples of

This article discusses the key findings from the latest European Entertainment Futures report from the Future Foundation research consortium, which explores the trends impacting on European consumers' ...

This article, by Jeremy Bullmore, originally appeared in the very first issue of Market Leader in March 1998, during a period of frenzied talk about an imminent recession. Based on an analysis of prev ...

The global advertising economy has been experiencing two simultaneous shifts. The first is a weakening in traditional media outlets, which is part of the normal economic cycle; as mature markets have ...

In this article, Laura James, WARC Online's Media Editor, discusses the findings from the latest European Advertising and Media Forecast. As advertising expenditure slows, and a prolonged recession lo ...

This report contains the most requested Yankelovich charts during 2008 including data on the economy, recession, baby boomers, attitudinal differences between US generations and trends regarding US wo

This article discusses how markets are likely to respond to the new recession. It looks at a variety of sectors, including housing, cars and food, and argues the key for marketers will be to: keep bra ...

Marketers are using Global TGI to scrutinise the fine details of cautious shoppers' behaviour in 60+ countries. This brief extract reveals that the reaction to the recession by business has been to c ...

No one looks forward to a recession, but downturns can also provide opportunities, some as a result of changes in consumer behaviour, others due to alterations in the marketing strategies of a brands' ...

Based on the lessons of previous recession, this article assesses how businesses can most profitably approach marketing in a downturn. Data from Millward Brown show that cutting marketing budgets in a ...

During an economic downturn, brand owners often prioritise maintaining their market share, matching the competition, and emphasizing price. Such a strategy, however, can dilute brand positioning, sque ...

In this article, WARC Online's Carlos Grande presents the major findings from the Future Foundation's 'Pump the Slump' event in July 2008. Among the main conclusions from the event were that interacti ...

It’s been proven that it is sound advice to spend more on marketing during a recession. But many marketers will find this advice impractical. For those that don’t have extra money available, what tact ...

It’s been proven that an increase in marketing spend during a recession can gain a long-term advantage for a brand. But many marketers, constrained by budgets and circumstances, won’t be able to use t ...

This paper points to six studies, dating as far back as the 1920s, showing that brands with sustained advertising expenditure through recessions have a competitive advantage by stealing share of voice ...

This brief paper summarises the prospects of recession for mainland Europe and the UK. A decline in the European Sentiment Indicator over the two years to January 2008, as well as other indicators, po ...