Despite recession, Jaguar plans to keep driving advertising through the crisis

In recessionary times, it’s the ultimate question for marketers: do I retreat my ad spend for brighter conditions, or stay the course and hope to capture market share? While the macroeconomic storm continues to upend and recast myriad 2020 ad strategies, Jaguar is gripping the wheel tight as it drives forward with its advertising and marketing plans for the year. Changing your strategy at the wrong time during a recession can be the single most devastating mistake you can make as a marketer, said Anthony Bradbury, marketing director at Jaguar Land Rover U. K. “Brand-building is more important than ever now,” said Bradbury. “That’s why it was important for us to continue on the path we had already planned prior to the pandemic. ”.

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