Performance Marketing World (PMW) shared insights from 25 industry experts — including Verve Group’s Evgeny Popov (EVP/GM, International) — in response to the Q3 2023 IPA Bellwether report on UK ad spend. You can read the full article over on PMW’s site.
Excerpt from Performance Marketing World:
The latest IPA Bellwether report, unpacking UK ad-spend for Q3 2023, looks pretty grim on the surface: an incoming recession, slowing down ad-spend growth and stubbornly high inflation.
However, with main media investment increasing 7.4% compared to Q2, indicating a general industry-wide shift from short-term to long-term marketing strategies, PMW’s panel of experts unpack why this is a silver-lining and how marketers can take advantage of it without putting their organizations at risk.
PMW’s panel of experts on why investment in brand building during a recession can be the best way to promote longevity, so long as ad-spend remains diversified and sales promotions aren’t neglected when the right opportunities arise.