Why advertisers need to keep spending in a recession – and other effectiveness insights from Analytic Partners

Stephen Whiteside

Brands that cut their marketing budgets during a recession leave themselves at a long-term disadvantage, according to research by Analytic Partners, the data and analytic solutions provider.

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...

WARC subscribers can sign in to keep reading

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