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Brands that continue to advertise come through healthier and stronger.
Brands that want to take advantage of a recovery need to re-start investing before the upturn arrives.
Empathising with audiences and making creative choices to strike the right emotional notes
Evidence collated by the IPA and its partners unveils how to weather this recession.
In periods of uncertainty, consumers look for trust, familiarity and reassurance.
Advertising that builds emotionally compelling brand stories is a long-term way to expand share.
Key evidence of how brand advertising works to drive business growth.
Long-term brand marketing can grow short-term profits.
By linking brand building to commercial goals, companies can generate greater returns from brand investments.