James Hurman with Peter Field, WARC Exclusive, June 2020
This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
Features both current data on ad spending trends due to COVID-19 and historical data highlighting how brands that continue to spend on advertising through recessions come out more strongly when recessions end.
Global advertising spend is set to fall by 8.1% – $49.6bn – to $563bn this year, led by severe cuts in investment among major product sectors as a result of the COVID-19 outbreak, the latest WARC Global Advertising Trends report finds.
Multinational companies say they are likely to cut ad spending harder than originally planned, and for longer, in response to the COVID-19 pandemic, according to the latest research from the World Federation of Advertisers (WFA).
Gerard J. Tellis, WARC COVID-19 Series, May 2020
When faced with a recession, most firms cut back on advertising alongside cutting other costs, yet there is a body of evidence that suggests a positive impact for companies that keep advertising during a recession.
UK broadcaster ITV has had to adapt quickly, both commercially and in terms of production, during the current health crisis, and chief executive Carolyn McCall believes the company is now bouncing back.
Maintaining share of voice is critical for advertisers during a recession, both to stay front of mind among consumers in a downturn, and in order to position their brands in an optimal way for the recovery.
Paul Dyson, WARC COVID-19 Series, April 2020
Brand building takes time – two to five years – and might initially be less profitable than an activation only strategy so it is important to be able to forecast over at least a 5-year period to reassure the marketing team the strategy is correct.
More evidence of the significant impact COVID-19 is having on the marketing industry comes in the March issue of the WARC Global Marketing Index, which shows an accelerating decline in traditional media budgets and, for the first time, a fall in ...
Explores advertising in a recession through the evidence available in the WARC archives and beyond. Typically, recessions cause businesses to rein in advertising spend in the short term, a mistake, that can cause long-term damage to a brand.