Why Brexit will create “Adxit” in the advertising industry

June 24, 2016 | Share this article

Advertising is largely about confidence. Despite the proven relationship between advertising and sales, advertisers typically cut marketing budgets when the economic climate takes a turn for the worst. That’s because advertising spend has always been closely tethered to consumer confidence.

The logic goes something like this: When consumers are confident about the economy they spend more money. And when consumers are out spending more money, brands that advertise tend to capture more of that spending opportunity.

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