All-weather marketing part 2: WPP on building a bridge to the future

Marketing in turbulent times isn’t just about making the decision to keep advertising. It involves asking meaningful questions about what you’re advertising for. Being clear about your objectives and the timeframe over which you plan to achieve them, is the key to informing creative thinking. How is your advertising building a bridge to a sustainable future for your business?Researchers and analysts have spent the last few months urgently considering this question – and the data provides some answers. Peter Field, a research fellow at the B2B Institute, a think tank funded by LinkedIn, studied advertising strategies that leading brands pursued during the 2008-2009 global financial crisis; he found the business case for brand advertising becomes stronger during a recession. In that downturn, companies who gained Excess Share of Voice (ESOV) while others were cutting ad spend, gained significant market share.

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