{"id":4269085,"date":"2023-01-18T03:59:00","date_gmt":"2023-01-18T01:59:00","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/are-you-getting-the-most-out-of-your-agency-during-the-recession\/"},"modified":"2025-12-08T13:38:28","modified_gmt":"2025-12-08T11:38:28","slug":"are-you-getting-the-most-out-of-your-agency-during-the-recession","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-au\/insight\/are-you-getting-the-most-out-of-your-agency-during-the-recession\/","title":{"rendered":"Are you getting the most out of your agency during the recession?"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tAre you getting the most out of your agency during the recession?\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tLaura Colton\t\t
\n\t\t Content Communications Specialist\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\t18 January 2023\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\tMarketing during an economic downturn requires adaptability, resilience, and agility, and you must not allow fear and uncertainty to guide your strategy or decisions. This is when marketers should be proactive, rather than reactive, to turbulent conditions. That means finding ways to ensure your brand survives an economic downturn and remains nimble to address economic changes. The smartest agencies can increase the return on your marketing investment and drive growth, while the worst agencies waste your time and money. We\u2019ve compiled a checklist of things to review for your agency.

Does your agency take a holistic approach, or do they execute and measure individual channel performance in a siloed structure?<\/strong>

Your agency should ensure that your marketing goals are strategically aligned with your company\u2019s broader objectives. Additionally, your agency should also understand that you need a full-funnel strategy to hit every touchpoint aligned across various channels throughout the entire consumer journey. Don\u2019t eschew longer-term, upper-funnel brand-building efforts to focus on driving quick wins with short-term, bottom-funnel performance tactics. Do BOTH.

Les Binet and Peter Field\u2019s \u2018The Long and Short of It\u2019 research<\/a> reveals the importance of finding the right balance between long-term marketing tactics versus short-term tactics that require fast, immediate results. The study concludes that the ideal spot for marketers is to spend about 60% of their budget on long-term brand marketing campaigns and 40% on short-term activations. This remains true during a recession.

A good agency will also recommend starting with an advertising audit<\/a> to get a pressure check on where your brand currently stands, what you should continue doing, and what you need to change.

Is your agency measuring the metrics that matter most to you?<\/strong>

When utilized strategically, data will help you take action<\/a> to optimize marketing efforts. It\u2019s essential that your agency understands what metrics you care about and that you both agree on a set of KPIs that will improve outcomes. In the face of an economic downturn, it\u2019s more crucial than ever to show your team\u2019s contribution to the bottom line and justify your budget. Your agency should be looking at both growth AND performance metrics.\t<\/p><\/div><\/div>\n\n