Protecting Brand Marketing in a Downturn

It often feels to CMOs that the first place under-pressure CFOs look to cut costs is brand marketing spend. Is this really the case, and if so why? And what can be done about it?

Research by PwC in late 2022 showed that more than two-thirds of CMOs believe marketing spend comes under particular scrutiny during tough times. As we continue through the financial results season, what are the lessons for advertisers and marketers wishing to ensure that brand advertising spend remains a pivotal part of the priority list?