An Economic Downturn Needs a Creative Upswing

"In a tough economy, every marketer faces the same challenge: drive bigger outcomes with smaller budgets."
- Karen Nelson-Field, author of The Attention Economy

How do you get More BANG for your brand when budgets are cut? It's not creative accounting, just creative that counts:

KEEP CALM & GROW

While competitors slash budgets in a panic, holding your ground delivers a rare advantage: excess share of voice. Media costs drop, the noise fades, and your brand gets amplified. Simply not cutting often beats any optimisation.

KEEP IT SHARP

Tighter budgets demand smarter creativity. Now's the time to build campaigns with staying power. Consistent, long-term platforms that stretch across channels and time. Creative flexibility also unlocks media flexibility, so you can adapt as budgets shift.

KEEP YOUR RHYTHM

Think steady beats over big bursts. Your customers don't disappear during downturns; they just become more selective. A consistent presence builds trust, maintains brand equity, and positions you for the rebound.

As Nelson-Field puts it: "Spending smarter - by closing the gap between what you buy and what actually gets attention - is how brands win."