Marketing in the COVID-19 recession
This article is part of a series of articles from the WARC Guide to Marketing in the COVID-19 recession. Read more.
1990-1991, 2001-2002, 2007-2009, 2020-20 when?
Evidence from past recessionsshows those companies that maintained investment generated higher growth than those who reduced budgets and went dark. Of all brands shrinking ad spend in a recession, only 30% ever regain the share of market and profits they enjoyed beforehand (Zenith) and of those that do it can take up to five years (Data2Decisions). But while it can be hard to encourage CMOs and...