29/08/2008Recession help pack

Whether you call it a credit crunch, a downturn or a recession, we may all be facing tough times financially over the next few years. A range of useful information, advice, support and news can be accessed through this page on how to manage your business in a recession.

This image copyright and courtesy of Flickr user The Joy Of The Mundane used under a Creative Commons licence

Many of the services below are exclusive to IPA members. Others may wish to look at our recession material for non-members.

Member services:
Should you wish to discuss any aspect of running your agency during a recession, both Hamish Pringle and John Oldfield are on hand to provde confidential, practical advice.

Details of our management consultancy, financial advice and all other advisory services available to IPA members can be found on our Advice for Members page.

For a more long-term advisory relationship, members can take advantage of our Mentoring scheme.

IPA Member agencies should also remember to make full use of all the IPA Services available to them.

The following case studies which deal specifically with advertising in a recession can be downloaded from this site:

Driving Range Rover out of recession

Findus Lasagne: Beating the Recession

Hard Times: Selling diamonds in a recession (De Beers)

National Savings: Off the back burner and into the heart of recession

Renault Clio: Adding value during a recession

You can also search and chart results from 30 years of effectiveness case studies by visiting the IPA Databank Online (IDOL).

A range of discounted services are available through our Partner Deals page.

The Financial Times has also put together a microsite showing independent research by companies such as McKinsey, which shows that companies who continue to advertise and market in challenging times tend to do better than their competitors in the long run.

Similarly, there is a series of recession-related articles available from Business Week's new Business Exchange and also a dedicated site from the BBC.

A new YouTube channel has been launched: Survival of the Fastest offering advice to companies on how to beat the recession and offering content streams from the London Business School and Daily Telegraph.

Ipsos MORI also have a useful research piece: Advertising in a downturn

Required Reading

IPA/BDO Bellwether Report

The quarterly survey of marketing budgets compiled by Markit. Available to purchase as individual reports here or on an annual subscription.

A Pocket Guide to Redundancies

The IPA’s People Management Group have today (4th December) published best practice guidelines to assist agencies in dealing with redundancy situations when there are no suitable alternatives.

Recession material for non-members

A collection of useful resources for non-members related to advertising during a recession/downturn. Members can access further recession pack material, linked to the foot of this page

Measuring marketing payback PDF

Increasingly, marketing personnel are being asked to measure the effects of marketing and to demonstrate how it adds value. This FREE best practice guide, produced in conjunction iwth ISBA, is aimed at anyone who wants to measure marketing payback in financial terms. It offers practical tips on measuring the effectiveness of activity and how to calculate the contribution to shareholder value.

The IPA New Business Group

The function of the IPA New Business Group is to discuss and act upon those issues facing IPA members working in new business.

ADVERTISING IN A DOWNTURN REPORT

A report of key findings from an IPA seminar: It is important to maintain advertising and marketing communications expenditure in a downturn, as cutting budgets will only be profitable in the short-term and ultimately the brand will emerge much weaker. These are just some of the findings from this IPA report, the result of an IPA seminar recently held (4th March 2008) with leading consultancies from Millward Brown; a leading UK provider of brand and consumer data, Data2Decisions; an econometric modelling consultancy, Malik PIMS (Profit Impact of Market Strategy) an econometrics consultancy, and IPA dataMINE: quantitative analysis of 880 cases from the IPA databank of effectiveness cases. As a result of the seminar, for the first time, a guideline has been produced (from the IPA dataMINE2 paper) to show how to calculate the impact on profit of cutting adspend.

THE LITTLE BOOK OF GROWTH

The Little Book of Growth; a compilation of business transforming ideas from IPA member agencies. The book is targeted at CEOs and finance directors of the FTSE 350 and those who directly influence them; equity analysts, pension fund managers and financial journalists. It forms part of IPA President Moray MacLennan's agenda to promote the value of agencies to the Boardroom. Members receive a 15% discount on this product.

THE LITTLE BOOK OF GROWTH PDF

MARKETING IN THE ERA OF ACCOUNTABILITY REPORT

This report identifies the marketing practices and metrics that truly increase profitability. In this most comprehensive analysis of the communications process to date, authors Les Binet, European Director, DDB Matrix, and Peter Field, Marketing Consultant, have drawn key quantitative findings from 880 national case studies taken from the ‘IPA dataBANK’. Members receive a 15% discount on this product.

Advalue Series

A series of guides to calculating the real value that advertising contributes to the business - including profitability and share price.

Brand building in a recession: Rory Sutherland

Rory Sutherland, Chief Creative Officer, Ogilvy, chairs at D&AD's breakfast event: "Brand Building in a recession: How creativity can give you the edge" D&AD video.

How share of voice wins share of market

A new study by the IPA and Nielsen Analytic Consulting published today (29th July 2009) shows that share of voice continues to drive brand growth, and without investment here, innovation in media and creativity is wasted. The results of this study provide the industry, for the first time, with a robust market-based data source at a critical time for budget discussions; at the start of the second half of 2009 and at the beginning of the budget planning cycle for 2010.

Q2 2009 Bellwether shows marketing budgets cuts at slower rate

The IPA's latest Bellwether survey published today (13th July 2009) has found that for the second quarter in a row the rate of decline in marketing spend has eased, linked to an improvement in business confidence; with companies surveyed reporting that their financial prospects have improved for the first time since the first quarter of last year. This adds to the hope that the UK recession peaked in Q1.

TouchPoints 3 gets the go ahead - data available July 2010

The IPA has commissioned a third TouchPoints survey from Ipsos MediaCT with a number of new additions. While the basic methodology will remain the same, the questionnaire and e-diary will be updated to reflect the media industry of 2009/2010 and will include word-of-mouth for the first time. The fieldwork for the survey will commence in September 2009 with the first data being available to subscribers in July 2010.

The recession explained - Dennis Turner presentation

Presentation by Dennis Turner, Chief Economist, HSBC Bank at "The recession explained by Dennis Turner" breakfast seminar on 11th June 2009.

Profit in the New World Order - IPA Finance Conference: 9th July

Don’t look to past solutions to cope with the present financial turmoil. Just as clients look to new ways to survive the recession, so agencies are working on new operating models to meet their needs, and safeguard a reasonable margin for their business.

Video content from "Game Changers": Strategy - Creativity - Techonology

The global economic recession, an agenda of change in America and a rapidly evolving media landscape have left many searching for some new, innovative thinking. Over the coming months, the IPA Strategy Group will be running a series of lo-fi, informal events celebrating game changers: those people behind the big, brave leaps in strategic thinking, who have done things differently and triumphed.

New IPA site puts onus on graduate careers

The IPA has just launched its new careers microsite aimed at graduates interested in a career in the advertising industry, which offers invaluable advice about advertising and how to be a part of it.

Digitally connect with your clients

The rapid growth in digital means you cannot afford to be without the basic language and skills necessary to discuss digital communication plans with your clients. The IPA's new digital foundation course on 18th and 19th May will introduce you to all digital communication channels and will teach you how to project manage campaigns and how best to deploy your new-found skills.

3Q 2008 Bellwether Report sees further revisions to budgets

The IPA’s latest Bellwether survey published today (13th October 2008) has found that in Q3 annual marketing budgets were revised down to the greatest extent ever recorded in the survey’s nine year history. The cut was the fourth successive quarterly reduction in spend and points to a marked deterioration in business conditions since the summer.

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