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.
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.
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.
"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.
With the Bank of England predicting that we will soon enter a recession, the UK waits nervously, but there is hope that, among the chaos, the consumer PR industry will be afforded a new opportunity to shine.
As global recession fears rise, IPG Mediabrands' APAC chief shares his thoughts on how to navigate a challenging economic market.
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