Marketers always need to make good decisions, but marketers especially need to make good decisions during bad times.

Of course, making good decisions in bad times isn’t easy.

It’s our belief that making good decisions requires studying good data over long periods, and investing in the strategies that have worked for many customers in many markets. And that’s what we’ve done.

An extension of famed investor Ray Dalio’s concept of an ‘All Weather Portfolio’ – designed to perform well during both booms and busts – these ‘All Weather Marketing’ articles give you the tools you need to remain steady and committed to investing for the long-term, even as current circumstances change.

Explore the following resources to navigate the downturn and emerge stronger:

• The 99:1 Rule: How To Invest In A Recession. Peter Weinberg and Jon Lombardo explain in this Marketing Week article why investing in brand marketing is the best bet in good times, and an even better bet in bad times.
• Creative: Advertising In Crisis. Orlando Wood looks at which creative themes work in all times, including recession.
• The Long, The Short, And The Dark Of It. Peter Field analyzes how investment in advertising during recession increases market share and corporate profits.

Further reading: Trust in a time of uncertainty, Insights from McKinsey, Insights from Greycroft VC.