Peter Field’s Seven Lessons for Advertising During a Recession

Peter Field looks back at the lessons learned during the 2008 recession and adapts them to help ad agencies and brands emerge from the coronavirus pandemic much stronger.

Field outlines the following seven guidelines for advertising during a recession:

• Do not panic
• Do not go short
• Defend share of voice
• Take advantage of cheaper share of voice to drive growth in recovery
• Don’t throw away a good brand campaign
• Emotions work during recession
• Be innovative and ask “How can we help?”

Read Field’s article and check out the webinar, in collaboration with the IPA (The Institute of Practitioners in Advertising) and the B2B Institute at LinkedIn, outlining his results.

This article and webinar were originally released in 2020.