Peter Field

Posts by Peter Field

  • Advertising in a Recession

    Advertising in Recession — Long, Short, or Dark?

    April 6, 2020

    Editor's Note: This guest post was contributed by Peter Field, a B2B Institute Research Fellow. Executive Summary As I write this, it looks increasingly certain there’s going to be a recession. It will probably be different to ‘normal’ recessions, but many of the lessons about advertising from previous recessions still apply: Continuing to invest in brand...