economy
The Magic Brush: How listening to Gen Z can guide brands through challenging economic periods
As China navigates a rare period of economic downturn, brands and businesses need to reassess the pictures they are painting—and how they provide value, says ECD of Design Bridge and Partners Shanghai.
Why the current economic climate presents the perfect time to invest in marketing
Businesses have a unique opportunity to adapt, streamline processes, position themselves for future growth and stay ahead of the competition by investing in marketing, which can be a powerful driver of success.
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.
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