The World Federation of Advertisers (WFA) research highlights a shift in marketing strategies among global leaders due to increasing scrutiny and instability in global markets. Based on surveys from top marketing executives managing significant budgets, the findings reveal that most marketers are favoring short-term risk management over long-term planning. A substantial percentage also indicate a retreat from globalization and are reevaluating brand positioning as they navigate these uncertain times. The overall sentiment underscores the challenges marketers face, with many viewing the market as more unpredictable than ever.
Brand executives clearly sense a more unpredictable and volatile market. They are being asked to manage risk while also delivering on growth objectives.
82% believe marketing budgets are under heavier scrutiny than just a year ago. Half said board pressure has intensified.
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