ANA Survey: marketing in, and after, the recession

Geoffrey Precourt
WARC Online

In the spring of 2009, at every formal gathering of marketing, media, and advertising professionals, the two hottest buttons were: metrics ("What's all this information really telling us?") and the economy ("Are we a lagging or a leading indicator and how much time do we have left?").

Recently, the Association of National Advertisers (ANA) managed to put the two together in a survey whose results were presented at a day-long event, entitled "2009 Brand Building in Tough Times & Beyond."

The organization polled its members twice – in February 2007 and April 2009 (in respective groups of 129 and 297) – to determine how marketers navigate their businesses through tough economic times and, more optimistically, how they planned to respond.

"I actually thought the number would be higher," said Katy Frohling, svp/brand management and strategy at Wells Fargo & Co.