In unpredictable environments, forewarned is forearmed. Research on marketing during COVID, recession and other challenging markets.
(Recommended) Webinar: Marketing in a world turned upside down Les Binet offers his guide to adapting marketing plans for a dramatically changed economy of inflation, higher interest rates, and volatile supply chains. (December 2022)
Publication: FT/IPA Reports Through COVID, recession, the cost of living crisis and other factors, this series of short PDFs has summarised relevant IPA evidence and cases. (2019 – ongoing)
Page: Cost of Living Resources A collection of IPA reports to help you adapt to changing economic times. (Ongoing)
Video: Marketing in the post-COVID economy A 30-minute version of Les Binet's presentation on how to create a planning framework for a world emerging from the pandemic into the era of higher inflation and interest rates. (November 2022)
Video: What the COVID era can tell us about brand investment in challenging times Dr Grace Kite and IRI's Carl Carter look at the longer-term lessons we can draw from marketing during the coronavirus pandemic. (November 2022)
Webinar: Budget Britain – brands and the cost of living crunch Leading figures from ITV, Unilever and Aldi's agency McCann Manchester discuss how advertisers can engage with cash-strapped UK consumers. (April 2022)
Video: Living with the pandemic A presentation by Enders Analysis on the short-term and longer-term consumer behaviour trends from the first 18 months of the coronavirus period. (October 2021)
Video: COVID update on the Board-Brand Rift During the first year of the pandemic, the FT and IPA researched how the business priorities of company boards had changed. (October 2020)
Webinar: State of the Nation presentation in 2020 IPA Effectiveness Leadership Group Chair Pip Hulbert presents a snapshot of consumer attitudes and behaviour during the first year of pandemic. (October 2020).
Webinar: Effective marketing during the pandemic A webinar bringing together speakers from Thinkbox, Wavemaker, Gain Theory, and Essence Mediacom. (October 2020)
Webinar: Google Insights on brand and consumer behaviour during the early pandemic Featuring contributions from Virgin, McCann, adam&eveDDB, and Google. (October 2020)
Webinar: Creative advertising approaches in lockdown System1's Orlando presents evidence on how viewers reacted to the more empathetic creative styles aired in TV ads during the first lockdown. (May 2020)
Webinar: Marketing during a recession – pandemic update Working with LinkedIn's B2B Institute, Peter Field updates industry research on advertising during a recession to include guidance on how to cope with the pandemic-induced slowdown. (April 2020)
Publication: Advertising in a downturn Seminal report setting out the business case for not slashing investment during an economic slump, based on data from recessions up to 2008. (March 2008)