Wall Street's temporary tariff relief has not calmed marketers' fears about ongoing costs and volatility. With significant tariffs still in place, costs are rising, prompting questions about advertising needs. Marketers are stressing the need for flexibility in media deals to adapt quickly to changing circumstances. The unpredictability of trade policies complicates marketing strategy. The landscape is further complicated by digital services taxes affecting ad investment, making agility in media planning crucial for navigating current economic pressures.
Wall Street may be breathing a sigh of relief over the 90-day tariff pause but marketers aren't joining the celebration. They've seen this movie before - temporary reprieves followed by fresh volatility.
Higher costs mean fewer goods sold. And with fewer goods to possibly move, CPG marketers are asking the obvious question: Will they need to advertise as much at all?
Pulling off that kind of pivot is challenging at the best of times. It's even harder when dollars are tied up in rigid trading agreements.
One day tariffs are back on the table, the next they're on pause - that level of volatility leaves little room for marketers to move unless their media plans are built for speed.
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