Explores advertising in a recession through the evidence available in the Warc archives and beyond - typically, recessions will cause businesses to reign in advertising spend in the short term, a mistake, the paper argues, that could cause long term damage to a brand.
LONDON: Channel 4, the UK broadcaster, was forced to dip into its content reserves last year in order to protect creative programming as income from TV advertising declined in the wake of the EU referendum.
MUMBAI: Senior figures in India's advertising sector noted a big hit to spending after the country's controversial demonetization initiative, but are optimistic consumer spending will bounce back in 2017.
Low Lai Chow, Event Reports, QUAL360 APAC, October 2016
The article outlines how Unilever invested in a year-long consumer tracking project to monitor its core target demographics during Indonesia’s 2015 economic downturn, and offers practical advice for marketers.
David Tiltman, Event Reports, Spikes Asia, September 2011
This report on post-recession changes to luxury marketing is based on the address of Rémi Babinet, Chairman of BETC Euro RSCG and Global Chief Creative Officer at Havas, to the Spikes Asia conference in Singapore.
James Champ, Admap Magazine, April 2017, pp. 14-15
This article examines what has changed in the car industry as the advent of leasing and renting deals has made consumers less attached to their cars, and technology has shifted focus from mechanics to in-car experiences.
Joseph Clift, Event Reports, IPA Unlearning, September 2015
In this event report, Australian academic Professor Byron Sharp considers the response to his influential book How Brands Grow, published in 2010, which aimed to bring scientific rigour and new evidential standards to understanding marketing effectiveness.
Mary Goodyear, ESOMAR, Marketing Research Congress, Paris, September 1999
This important paper presents the case that marketing evolves through a number of stages, and that what may appear to be cultural differences between countries, hindering global marketing, may not be cultural at all but rather due to a country being at a different stage of marketing development.
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