CreativeX Market Share Analysis for November 2025

During a recession, brands often face the dilemma of cutting marketing budgets to save costs, but data shows that maintaining or even increasing marketing investment, especially in brand-building, is key to long-term success. This article highlights three key lessons for marketers: don't cut brand-building investments, prioritize long-term measurability, and double down on creative quality for efficiency gains. Using creative data and improving the Creative Quality Score (CQS) can drive media efficiency, increase brand awareness, and improve engagement, helping brands thrive during economic downturns.