Marketers Brace to Defend Their Ad Budgets in an Unsteady Economy

On the sidelines of an industry conference, marketers strategize on how to prove their budgets’ worth as some companies begin retrenching for tepid growth

ORLANDO, Fla.—An opening session of a major marketing conference this week included a quick mention of a conversation many industry executives expect to be having soon.

“In the next few months, if you have not already been asked, you’re going to be asked to cut your budgets, you’re going to be asked to find ways to save money,” said Bob Liodice, chief executive officer of the Association of National Advertisers, a trade association whose members include Coca-Cola, Walmart and McDonald’s. “This is not the time to do that.”

Mr. Liodice argued that brands will win, regardless of economic conditions, when they can differentiate themselves and defend the productivity of their investments.