Times of economic crisis tend to hit marketing budgets hard, and with the UK now officially in recession, how media spend will shape up next year is a big question. Will brands heed the advice of many and invest in their brands through a crisis, or will budgets be pulled as marketers chase short-term returns?
Think marketing is tough in the UK? Belgian retailer Delhaize, like all its compatriots, must legally factor in inflation-linked pay rises, putting extra strain on marketing budgets already under threat.
The IPA Bellwether shows marketers are feeling increasingly pessimistic about the future fortunes of their companies and industries, with budget cuts beginning to roll in.
The rising cost of TV might offer advertisers an opportunity to redefine how they measure the value of different media, industry experts suggest.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From unpicking what purpose means to P&G’s quest for “product superiority”, it’s been a busy week. Here is my take.
Marketing departments are acting now to meet growing privacy expectations, with a focus on internal organisational improvements.
The dog food brand has won the top prize from Sky’s Zero Footprint ad fund, now in its third year.
Brands and broadcasters should be developing fan bases more to transform attention into revenue for women’s sport.