Brands should be cautious and prepare for the post-lockdown hangover
Director of Analytic Partners, Jo-Ann Foo, offers a careful word against the positive industry press.
The post-lockdown “party” has kicked off in New South Wales, just in time for Christmas (woo!). There’s an overwhelming feeling of positivity and relief – Q4 media bookings are looking strong, we’re told consumers are poised to spend, and there are some expectations that we’ll bounce back quickly, “like last time”.
But this may not be the case. While brands which spend up big on marketing now may capitalise on any initial growth we see this quarter, they could be left with an almighty hangover once the post-Christmas dust settles.
A lot of our industry press has painted a rosy picture, but with marketing having a bit of a reputation within businesses as frivolous spenders, it’s worth being mindful of the consequences.
