By Amy Houston, Senior Reporter

August 15, 2022 | 2 min read

Over the weekend, an IPA (Institute of Practitioners in Advertising) print ad appeared in The Financial Times, hoping to encourage brands not to cut their marketing budgets.

The organization claims that it has forty years of evidence to back up its findings that short-term reactions are never as effective as long-term investments for brands – or the economy.

"The ads are very timely and fit the campaign we have been working on with the FT to improve understanding among their c-suite readership about how to build successful brands," said Janet Hull, director of marketing strategy at IPA.

"We hope to raise awareness of the commercial impact of brands and to provide marketers and agencies with the support they need to make the case for long-term investment which is even more important today."

It comes after the latest IPA Bellwether report noted that marketing budgets have continued to grow in the second quarter; however, the outlook for the next four years is bleak, with predictions of cuts to account for stalling consumer spend.


Client: IPA

Creatives: Jon Grainger and David Wolff

Agency: Grainger and Wolff

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