A compendium of expert essays to help marketers make good decisions during our uncertain times which draw on empirical evidence to formulate practical recommendations on media, creative, and business.
As Warren Buffett colorfully said, “you only see who is swimming naked when the tide goes out.”
Each of the essays included “clothes” itself in empirical evidence, giving our clients the data and stories necessary to protect their brands as the “tide goes out” and to prepare their brands as, inevitably, the “tide comes back in.”
Specifically, we make the following cases:
- All-Weather Marketing. The B2B Institute explains why brand building becomes even more important in uncertain economic times with less customer demand
- Creative: Advertising In Crisis. Orlando Wood from System1 looks at tracking data from 12 countries during coronavirus to tell us what works creatively in crisis
- Media: ‘The Long, The Short, And The Dark Of It.’ Peter Field looks at IPA Data from 2007-2009 to show how advertising investment in crisis influences profitability
- Thought Leadership: Trust in a time of Uncertainty: corporate leadership for enterprise and small businesses in the vital decision making required during times ahead.
- Business: McKinsey Gives Financial Advice To Marketers Michael Betz, former CMO and current McKinsey Partner gives practical business advice to CMOs
- Business: Greycroft VC What Marketers Can Learn from Startups Responding to Crisis. Business leader Alison Lange Engel gives pragmatic advice and best practice to CMOs and SMEs
- What role does marketing play in getting back to growth?
- What do my CEO / CFO want from marketing?
- How should I manage my creative messaging?
- How should I invest my media budgets?