The campaign — appearing in news brands this week — underlines the importance of maintaining advertising spend during a recession as an effective long-term investment
The IPA’s campaign calls time on old strategies of reducing marketing budgets as a cost-saving measure during tough economic times.
Instead, the industry body encourages business leaders to maintain marketing spend to help consumers navigate the current cost-of-living crisis.
Referring back to 40 years of research, the ad confirms that “a short-term reaction is never as effective as long-term investment” — either for the brands themselves or for the economic recovery as a whole.
The ads are running across national and regional news brands this week.