How to get your brand heard in a recession and boost your ROI

This paper revisits the classic Barclaycard IPA Gold-winning case study from 1996, which tells the story of how the credit card brand bucked the recession of the early 1990s.

How To Get Your Brand Heard in a Recession and Boost Your ROI

Sarah CarterDDB London

It is 1991. Britain has slid into a deep recession. Interest rates are high. House prices are falling rapidly. People are losing their jobs and reining in their spending. Sounds familiar? You are managing the UK’s second-largest credit card brand. New competitors are entering your market. People are understandably more wary and distrustful of credit. Growth has reached a plateau, but costs are rising sharply. The brand has just made its first loss. What do you do? 

Your inclination is probably to play...

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