AP in the News: Measure Twice, Cut What?

April 16, 2020

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It's growing clear that the current health crisis will have serious and long-lasting economic implications. While many predicted a recession was around the corner, no one imagined it would come on the back of a pandemic.


Recessions bring with them increased scrutiny on spending in general. When a CFO's first inclination is to cut and continue cutting until cash flow is maximized, the marketing budget will often find itself quickly in the crosshairs. But is cutting the right thing to do? Studies that look into the optimal approach to marketing budget, spend efficiency and recessions come up with an interesting conclusion: Companies that adapt while protecting marketing budgets during recessions — while their competitors don't — tend to do better in the ensuing years of recovery.


Read the full article by CEO & President Nancy Smith on Marketing Dive.

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