'Exciting in a perverse way': how brand comms are changing for the recession

The world seems to have been in constant crisis for the last few years, with pandemic, war, supply-chain issues, inflation and recession. This episode features agency creatives investigating what role creativity and authenticity plays in helping brands to ensure stability and recovery amid recession and uncertainty. Most importantly, we're asking the question 'amid recession and uncertainty, will creativity and authenticity lead brands through 2023?'

The Drum senior reporter Chris Sutcliffe speaks to panelists Paul Dunleavy, creative director at APS Group; Samantha Hearn, head of creative, Digital Ethos; Claire Strickett, brand strategy director at Jellyfish; and James Robinson, chief creative officer, Momentum Worldwide, to ask:

1. All the chickens have come home to roost and 2023 will be the year in which we have to face the cost of living crisis in earnest. How are brands adjusting their advertising plans off the back of that?
2. Which sectors do we expect to have to change up their marketing plans the most?
3. Can authenticity in comms help ameliorate the worst of the impact - and is it in fact an opportunity for brands to speak to consumers about something important to them?
4. Finally, what does the panel believe will be the long-term impact of 2023's challenges on the brand marketing ecosystem as a whole?

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