The current earnings season reveals that the advertising slowdown is more severe than anticipated, primarily due to uncertainty stemming from tariffs. CMOs are hesitant to act without clarity on upcoming changes in global commerce. Publicis Groupe CEO Arthur Sadoun highlighted that the situation won't improve without more lucidity. Companies are navigating multiple pressures like tariffs, inflation, and consumer sentiment, leading to cautious advertising investment. Brands like Nestle and Procter & Gamble are managing costs while remaining aware of consumer capacity, emphasizing that ad spending continues but is conducted more carefully.
"As of now, marketers appear to be in a phase of scenario planning, assessing the implications of possible changes to the flows of global commerce and as they sort these developments."
"Until there is more clarity, this is not going to get better."
"Take Nestle. CEO Lauren Freixe put it plainly on last month's earnings call: the company is trying to 'cover costs while being mindful of the consumer capacity to absorb [them] in a competitive environment.'"
"Investment levels specifically on media and advertising are flat in terms of percentage of sales."
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