How to maximise growth in tough times, and why agencies need ‘honest conversations’ with clients
Dentsu media agency, iProspect, has explored the elements businesses should take into consideration while setting commitments to performance marketing in uncertain times.
The second instalment of its Brand and Performance whitepaper series, ‘The Reality of Economic Turbulence’, highlights research results based on previous economic downturns that consumers will start to grade their purchases into four key buckets: essentials, treats, postponables and expendables.
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