Advertising is becoming more of a priority in the boardroom — for real time this time.
It’s an oft-touted claim whenever times get tough: CEOs who continue to advertise during downturns end up on top. Few CFOs buy into this viewpoint, however. Instead, they tend to cut advertising first during these moments because it’s a variable cost that can be quickly halted. It was one of marketing’s most enduring cliches. No amount of opinion pieces, conference keynotes or studies urging companies to do the opposite could change it — until now.