Watch the related session from the Cannes Lions festival here.
Advertisers often repeat a strategic error whenever a recession, or simply the threat of one, arises.
“We cut media budgets. And that's a mistake. What we've seen is that it's really important that you don't react and cut,” Nancy Smith, CEO of Analytic Partners, the marketing data and analytics provider, told delegates at a session held by WARC at the Cannes Lions International Festival of Creativity 2022.
Her recommendation instead: “You adapt your strategy.”
This suggestion was premised on hard data from the “ROI Genome” project, a research...