Recession & Recovery

Information and insights on how brands can deal with tough economic times

Recession and Recovery


José Orlando, Fernando Moiguer, Magdalena Iocco and Lorena Cura, ESOMAR, Latin America, Buenos Aires, April 2014
This paper discusses how Zurich Life, the financial services company, implemented a strategy in Latin America to change how its business worked in response to new challenges. Economic growth in Latin America has led to the emergence of a new middle class, with distinct heritage and culture from the original middle classes.

Cristiane Coradi and Nelsom Marangoni, ESOMAR, Latin America, Buenos Aires, April 2014
This paper discusses changing attitudes towards Brazil's hosting of the 2014 FIFA World Cup, examining how these have changed from positive to more negative and how this may impact on sponsoring brands. When the event was first announced, reaction was positive: Brazil was considered successful and a country of the future.

Sarah Boumphrey, ESOMAR, Latin America, Buenos Aires, April 2014
This paper examines the purchasing habits and priorities of low-income consumers in Latin America. This group represents an exciting target segment for many consumer goods companies - in Brazil alone there are 2.2 million households with a disposable income below US$2,500.

Marita Carballo and Constanza Cilley, ESOMAR, Latin America, Buenos Aires, April 2014
This paper discusses international attitudes towards Latin America as a whole and its individual countries, broken down by region and country, finding that impressions are broadly favourable whilst ill-informed. In the past decade, Latin America has experienced a period of resurgence, with strong growth and improved social outcomes.

Joseph Clift, Warc Data, WFA Global Marketer Week, March 2014
A report on Warc's adspend and economic forecasts for the years ahead. Adspend around the world is set to see consistent growth over the years to 2015, reflecting a general improvement in the broader economy, according to latest forecasts from Warc.

Bindu Nair Maitra, Event Reports, CII Marketing Summit, November 2013
This event report discusses how leading companies such as Forest Essentials, ITC and Godrej Properties are dealing with the slowing economic expansion being experienced in India. After years of booming growth, brands in the country are adapting to a new reality, as consumers become more cautious and - in many cases - consider trading down.

Joseph Clift, Event Reports, Event Reports, January 2014
This event report discusses the crucial role that advertising plays in supporting the UK economy, and the obstacles that exist to driving the future growth of both national GDP and the ad industry itself. In the first instance, a sizeable gap exists between the amount that large companies spend on advertising, and the expenditure of smaller firms.

Deborah Mattinson, Market Leader, Quarter 1, 2014
This article discusses changes to consumer behaviours in the UK as a result of economic uncertainty, through three key trends. Though the economy is recovering, family finances continue to be squeezed and consumers are adjusting to a 'new normal' which involves being more careful with money.

Tim Eales, Market Leader, Quarter 1, 2014
This article discusses the decline in effectiveness of price promotions in the FMCG sector, and what manufacturers and retailers can do about it. In Europe, the proportion of products sold on promotion has increased, whilst overall volume of FMCG goods has slightly declined.

WARC RECOMMENDS


MARKET LEADER

Economic recovery

Marketers' lessons for stimulating economic growth


TRENDS

The haves and have nots

The impact of the widening gap between the rich and poor


CASE STUDY

Barclaycard: Secret Agent

A classic example of a recession-era ad campaign


CASE STUDY

Chrysler: Born of Fire

2012 Grand Effie winner ignites pride in a downturn