Ad of the Day: IPA warns of marketing cuts in the Financial Times
Over the weekend, a print ad from the Institute of Practitioners in Advertising (IPA) appeared in the Financial Times, hoping to encourage brands not to cut their marketing budgets.
The organization says it has forty years of evidence to support its conclusions that short-term reactions are never as effective as long-term investments for brands – or the economy.
“The ads are very timely and fit with the campaign we’ve been working on with the FT to improve their readership’s understanding of how to build successful brands,” said Janet Hull, director of marketing strategy at IPA.
“We hope to raise awareness of the business impact of brands and give marketers and agencies the support they need to make the case for long-term investment, which is even more important today.”
This comes after the latest Bellwether IPA report noted that marketing budgets continued to grow in the second quarter; however, the outlook for the next four years is bleak, with cuts expected to account for sluggish consumer spending.
This is what the representation of an industry looks like. Medium and message at the rendezvous. Big h/t at @The_IPAthis morning in@ftweekend pic.twitter.com/tVF06YkhrW
— Alex Hesz (@alexhesz) August 13, 2022
Credits
Client: IAP
Creatives: Jon Grainger and David Wolff
Agency: Grainger and Wolff
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