Comment: Industry reaction to Q4 2022 IPA Bellwether report

24 January 2023

Media Shotz

Alex Young, Managing Director, We Are Futures

“It is no secret that the advice is to advertise through a recession for proven success in the long term but, more than that, hard times provide the perfect opportunity to open a gap on your competitors. 

“Anyone prepared to forge a different path and harness the right channels and methods to reach people in a way befitting of the specific circumstances in which we find ourselves, will come out on top.

“Younger consumers are especially likely to notice those brands who use their voice to make a positive social impact. 

“By switching up conventional ad campaigns in favour of investing in partnerships and projects that aim to establish a deeper connection with consumers, marketers can grow both the brand and drive its influence simultaneously.

“The numbers may show growth now, but there is no getting away from the fact we are heading into a period of uncertainty, so brands who are bold and challenge the conventional advertising patterns will almost certainly be those who come out stronger on the other side of a recession. 

“Words always matter but actions combined with words will win at this time.”