Even In Tough Times, Invest In Your Brand: IntelligenceBank CEO Tessa Court

Even In Tough Times, Invest In Your Brand: IntelligenceBank CEO Tessa Court
SHARE
THIS



Even with slashed budgets and in trying times, marketers should remember to keep investing in their brand.

That’s the advice from IntelligenceBank CEO Tessa Court [feature image], who spoke with B&T about how CMOs and other marketing leaders can best navigate the COVID-19 crisis.

“Right now there is a clear relationship between share of voice and share of market,” she said.

“While the current climate of uncertainty has caused some marketers to pull back on their activity and has unfortunately caused others to shut down, maintaining a brand voice that provides long-term value can be a distinct advantage – especially when the economy turns around and gets back to normal.

“Even though media spends are down by -35 per cent, it’s important to note that media consumption is at an all time high. For those companies that have the capacity to advertise and produce relevant branded content, now is a good time to invest in brand advertising.”

While Court stressed the importance of investing in brand during this time, the reality is many marketing leaders will have to find room in their budget in some form.

Here, she suggests holding back on things like product launches and ‘ad-hoc’ expenses such as monthly subscriptions.

Tighter budgets also raise questions around the necessity of certain marketing technologies.

While their value is undeniable, certain marketing technology stacks have a reputation for being rather expensive.

Court argued, however, these are expenses that ultimately help a business’s bottom line.

“Marketing technology tools such as digital asset management, marketing project management, digital experience platforms and creative approvals are ultimately helping marketing departments right now to save time and as a result save money,” she said.

“In the best of times, these tools enable teams to get to market quickly. Within our new work-from-home reality, these tools are proving to be even more essential than ever before. They’re allowing teams to not only have access to the correct materials but they are also maintaining some much needed momentum.”

 

Please login with linkedin to comment

intelligencebank

Latest News

Shopper Promotes Within Its NSW Sales Team
  • Media

Shopper Promotes Within Its NSW Sales Team

Shopper has promoted Samantha Barron to Group Sales Manager and Jessica White to Business Manager in Sydney to strengthen agency partnerships and continue providing best-in-market sales support to Shopper’s NSW agency clients.

Majella Pinnuck Returns To Anna Whitlam People As Senior Associate, Executive Search, Corporate Affairs & Communications
  • Marketing

Majella Pinnuck Returns To Anna Whitlam People As Senior Associate, Executive Search, Corporate Affairs & Communications

To mark Majella Pinnuck’s return, AWP spoke to her about why she has come back, the hybrid that skills that today’s large organisations need in their corporate affairs and communications professionals, and the challenge of finding candidates with the right skillset. Pinnuck (pictured) started at AWP after she graduated with a bachelor’s degree in Law […]

The MFA Launches A Diversity, Equity And Inclusion Advisory Council
  • Advertising
  • Media

The MFA Launches A Diversity, Equity And Inclusion Advisory Council

The Media Federation of Australia (MFA) has launched a Diversity, Equity and Inclusion Advisory Council, consisting of 13 media agency professionals from diverse backgrounds, with the aim of providing guidance to the industry across all facets of diversity and inclusion. The MFA DE&I Advisory Council will promote the MFA’s ambition to build a diverse, equitable […]

Theory Crew Snares Four New Clients
  • Marketing

Theory Crew Snares Four New Clients

One month into the new financial year, Melbourne-based agency Theory Crew has won four new clients across the beauty and FMCG divisions. New clients include the gourmet fruit spread range from France St. Dalfour; organic tea range Higher Living, new to market Australian baby skincare range from Biophysics Group Avo Baby, and soon to be […]

SCA Appoints 2020 Brian White Scholarship Winner As Part Of Regional Investments
  • Media

SCA Appoints 2020 Brian White Scholarship Winner As Part Of Regional Investments

SCA has appointed Commercial Radio Australia Brian White Scholarship winner Zac De Silva (pictured) to its Albury newsroom as it invests in new talent for regional radio newsrooms nationwide. De Silva received the prestigious Brian White Scholarship in 2020 and completed a paid internship at SCA as part of the award. He is just one […]

Spinach Appointed By Property Developer Beulah
  • Marketing
  • Media

Spinach Appointed By Property Developer Beulah

Spinach has been appointed to manage the media strategy, buying and data capabilities for Australian property developer Beulah. The Melbourne-based developer has several projects in the works including STH BNK by Beulah, one of the most ambitious developments to be undertaken in Australia. With backing from the City of Melbourne’s Future Melbourne Committee, the $2 […]

Digitas APAC Appoints Adrian Farouk To CEO
  • Media

Digitas APAC Appoints Adrian Farouk To CEO

Digitas, the Connected Marketing Agency, part of Publicis Groupe, has announced the promotion of Adrian Farouk as CEO of Digitas APAC. Farouk (pictured above) is currently CEO of Digitas & Epsilon ANZ, he will take on the new role with immediate effect whilst continuing his leadership at Epsilon, the group’s data and tech platform business […]

Magnite Confirms Australian Leadership Team
  • Media

Magnite Confirms Australian Leadership Team

Magnite (Nasdaq: MGNI), the world’s largest independent sell-side advertising platform, today announced that James Young will remain as Managing Director of Australia for Magnite following the acquisition of SpotX.