How to defend your brand marketing budget in a downturn
An accountant and an analyst explain what makes marketing spend vulnerable to cuts and how to justify the value of brand advertising to the CFO.
As China’s economy rebounds, ad spend flows overseas
Temu’s Super Bowl spot sent a strong signal of the global ambitions of Chinese firms and the far-reaching implications of the country opening back up, GroupM tells Campaign.
Why brand advertising is your best friend in a downturn
Without strong brand equity, no amount of performance advertising will keep your products on people’s carefully budgeted shopping lists, say Wavemaker's top researchers.
Not all brands need purpose during a recession
Brands have woken up to how an increased focus on sustainable, green or ethical practices impacts their bottom lines (or triple bottom lines, to be more accurate). However, the impact of recession throws a sizeable spanner in the works.
Is adland prepared for a global recession?
Campaign speaks to agencies across the region to find out how they are preparing for a potential global recession—and whether it could be an opportunity to shine for smaller agencies.
Running an agency in a bankrupt country: How Dentsu is coping amid Sri Lanka crisis
"We have a unique opportunity to flip this crisis into a golden opportunity", says Mohenesh Chamith Buthgumwa of Dentsu Sri Lanka, who talks to Campaign with the backdrop of the island nation’s worst economic crisis in 70 years.
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