Should one even spend on marketing communication?
Many marketeers put a complete freeze on their marketing
communication budgets. Not the most prudent strategy.
This is the time to show you care and be more useful. Depending on your category and brand stature, there could be little forgiveness for inaction and underreacting.
If your competitors aren’t spending – it’s a bonus!
You spend lesser on media buying and get a greater share of voice – hence share of mind, and eventually share of wallet.
What you really need is recalibration of your marketing content messages.
This doesn’t mean that you go on a spending spree either. Instead, limit your marketing spends to a reasonable level. Importantly, make it count!
Here are some insights and ideas that can help brands rethink their overall marketing communication approach, especially when working with creative partners like a LIWA during challenging times.
1. SHOULD ONE EVEN SPEND ON MARKETING COMMUNICATION?
All brands are likely to be put to the test if they’re living up to their purpose. We must ask ourselves how we can bring our brand purpose, promise, and essence to life.
This is where strategic content planning, creative thinking, and deep brand understanding become critical—not just execution and production.
For many brands working with agencies like Liwa, this means demonstrating empathy and relevance through meaningful communication, not just visibility.
Be an ally to your consumers. Prove that you care, and show that your brand stands for something.
2. RELOOK AT YOUR CONTENT MIX
This is exactly the type of integrated planning that leading creative agencies, such as Liwa would specialise in.
This is a good time to revisit the role of different content formats across the funnel. Short-term performance content must coexist with long-term brand building content.
Brands need to balance:
· Immediate ROI-driven communication
· Strategic brand storytelling and long-term engagement
A strong strategy helps brands stay top-of-mind even when purchase intent is delayed. Aligning your messaging and creative output with core brand values will enable better recall and affinity—even in downturns.
This is exactly the type of integrated planning that leading creative agencies, such as Liwa would specialise in.
3. THINK UTILITY, NOT JUST VISIBILITY
While visibility can boost short-term metrics, utility-driven content builds trust and genuine engagement.
This is where professional content & messaging consulting plays a key role—helping brands decide what to say, why to say it, and how it helps the audience in a meaningful way.
Brands need to create content that solves problems, informs decisions, and adds value to audiences’ lives. That’s the foundation of enduring brand loyalty, and where thoughtful partners like Liwa can add strategic value.
4. TONE MATTERS MORE THAN EVER
Whether you are working with LIWA or choosing another creative agency in GCC, ensure that your communication tone is sensitive, relevant, and reflects your brand’s true voice.
This isn’t the time for loud, aggressive selling. Empathy, relevance, and authenticity matter far more.
A well-thought-through brand communication strategy ensures that tone aligns with audience sentiment and broader cultural context—especially during uncertainty.
Whether you are working with LIWA or choosing another creative agency in GCC, ensure that your communication tone is sensitive, relevant, and reflects your brand’s true voice.
5. LET DATA INFORM, NOT DICTATE
Data is important, but not at the cost of creativity. While dashboards and metrics offer insights, they must be balanced with imagination and strategic vision.
The best results come when creative thinking is informed by data—not constrained by it.
Seasoned marketing consultants and creative partners understand how to balance performance insights with intuition-driven ideas. That’s exactly the type of strategic blend provided by experienced teams.
6. INVEST IN IDEAS THAT LAST
Short-term campaigns fade quickly. Strong ideas endure.
Brands that invest in creative platforms and story-led communication are the ones that emerge stronger after challenging phases.
This is less about producing more content and more about producing the right content—content that reflects the brand’s values, resonates emotionally, and adds meaning. This is the hallmark of effective brand storytelling and strategic creative execution.
CLOSING THOUGHT
That’s where LIWA operates, not just as a creative agency, but as a marketing strategy partner that brings clarity, creativity, and purpose to every piece of content.
Challenging times separate brands that simply communicate from those that truly connect.
What brands need today is not just execution support, but strategic content thinking, creative leadership, and partners who understand content beyond formats.
That’s where LIWA operates, not just as a creative agency, but as a marketing strategy partner that brings clarity, creativity, and purpose to every piece of content.
