DON’T STOP ME NOW: WHY BRANDS SHOULD CONTINUE TO MAKE THEIR VOICE HEARD

2. 2. 2021 | 4 min read It’s as tough a time as it’s ever been for businesses, and marketing budgets are under extreme pressure, but going dark is a false economy, says Kantar’s Mark Inskip.

ADVERTISING IN RECESSION — LONG, SHORT, OR DARK?

1. 1. 2021 | 17 min read Editor's Note: Enjoy this special encore post, which was one of our readers' favorites in 2020 and which was contributed by Peter Field, a B2B Institute Research Fellow. Executive Summary As I write this, it looks increasingly certain there’s going to be a recession. It will probably be different to ‘normal’ recessions, but many of the lessons about advertising from previous recessions still apply:

DON’T CUT YOUR MARKETING BUDGET IN A RECESSION

14. 8. 2020 | 7 min read Companies tend to cut marketing in a recession. But firms that maintain their marketing spend while reallocating it to suit the context – be it in product developing, advertising and communication, or pricing – typically fare better than firms that cut...more

PETER FIELD ON WHY IT’S IMPORTANT TO KEEP ADVERTISING DURING A DOWNTURN

23. 4. 2020 | 7 min read There have been many warnings, often from anxious advertising agencies, about the danger of brands “going dark” during the COVID crisis, but British researcher Peter Field provided evidence-based analysis of why it’s imperative they heed that advice during a thinktv Canada webinar this week.