R&D for Effective Marketing
Agenda
Opening Remarks
Janet Hull OBE — Director of Marketing Strategy, IPA
Scott McDonald, Ph.D. — President and CEO, ARF
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Marketing in the Post-Covid Economy – A Planning Framework for Turbulent Times
COVID may be receding – but with inflation at a 40 year high, consumers facing increasing hardship, and a possible recession in the offing, the economic outlook is far from rosy. Les Binet, Group Head of Effectiveness, adam&eveDDB reviews some of the key factors buffeting consumer markets and gives us a framework for planning marketing under conditions of unusual economic uncertainty. Expect a re-examination of the role of price, and a reminder of why keeping brands strong is the best defence for any economic headwinds.
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What does the pandemic teach us about effective advertising in uncertain times?
Launch of our new exclusive evidence from the ARC database reveals how spending changed over the last 2 years and what has happened to ROI. What are the lessons on how brands stay strong in uncertain times?
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The Battle of the ‘Shares’: What do they contribute to effectiveness decision making
Various metrics have emerged over the last few years purporting to answer many effectiveness & planning questions. What does each add to effectiveness or commercial decision making? Industry leaders explore the value of Share of Voice / Share of Attention / Share of Search followed by discussion.
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Closing Commentary
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