Ritson cites empirical evidence to maintain adspend in recession

A significant body of research studies – drawn together over the course of almost a century – demonstrate that reducing adspend in a recession has negative outcomes for brands.

“This is such a weird time,” admitted Mark Ritson, a London-based brand consultant. “But there is a great chance to sit back and plan what we are going to do in 2021.”

For the immediate future, he told a digital audience in a Marketing Week webinar, “The best thing most marketers can do for the next three months, is:

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