Major brands are responding to pressures from tariffs by raising prices, with notable impacts reported by companies like Kraft Heinz and Ford. Despite earlier forecasts predicting downturns in advertising expenditure, recent data indicates a holding steady in marketing spend levels. Some firms, like Kimberly-Clark, have made cuts to marketing investments, yet overall spending is seeing a return to previous levels. The advertising industry is navigating challenges from stagnation in key markets and declines in U.S. job rates, but optimism persists among advertisers and agencies alike.
Brand marketers at global conglomerates and small enterprises alike have been following the twists and turns of the tariff conversation since U.S. President Donald Trump took office in January.
Most observers expected that if cuts in marketing investment were to be made, they'd show up in the third quarter of the year. But we're more than a month in, and it seems executive caution has not yet manifested.
Despite the uncertainty, stagnation in key advertising economies like Japan and the U.K., along with declining job rates in the U.S., marketing spend appears to be holding up.
As of the second quarter, we are seeing a slow return to the spending levels we saw in the past year, according to Tom Swierczewski vp, media investment at agency Goodway Group.
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