How anxious are you? Advertisers want to know

March 6, 2009

It doesn’t take genius to see that Americans are anxious, what with people losing the jobs they needed to pay for mortgages that now are underwater and can’t be funded by savings, since all that was pretty much wiped out with the stock market collapse.

But exactly how anxious are people? Not only in America, but worldwide? That’s the sort of million-dollar question that can dictate how companies approach marketing and advertising. So JWT, an ad agency with a client list that includes Nestle, Kimberly-Clark, and Shell, has launched to help determine the level of worry, panic or fear among consumers.

Ann Mack, Director of Trendspotting for JWT, said the idea is to have agency staffers from around the world contribute blog posts and data that will illustrate “how brands and consumers are coping with recession-related anxiety.”

“What’s unique is we have a geographically diverse perspective,” she told us. “Often people look at the recession through a particular lens, maybe a geographic lens. We might be really aware of what marketers here in the States are doing but not familiar with what marketers are doing abroad.”

But it’s more than blog posts. The site also includes JWT’s Anxiety Index, which was launched back in 2003 to monitor Americans’ attitudes during the early days of the war in Iraq.

Nowadays, it tracks how anxious people around the world are about the recession. JWT has polled consumers in the U.S., U.K., Canada, Australia and Brazil — data which it uses to help devise advertising strategies for clients. Until now, it wasn’t available online.

So how is the anxiety level out there? “It’s grown,” Mack said. “Significantly.”

And how about within JWT? “Oh gosh. These are anxious times. But we’re trying to look at it in a very optimistic way.”

(Photo: Reuters)


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Everyone is very upset with the recession. They have to find a new Way

Posted by sri | Report as abusive

obama made a monumental mistake when he handed over the bail out plan to pelosi.she tried to make political capital out the move to try to embarrass republican congressman, because she thought that her party would be better served by going alone. her actions killed any real chance of bipartisan agreement as the battle lines formed. the democrats are becoming a little bit uneasy because every issue you look at there is a potential disaster ahead.obama is increasingly been placed in a straight jacket as he tries to juggle with the impossible promises he made to the party faithful during the a small business owner i have structured in a way that my overheads are minimal and am now in a position were i am almost dormant and when i feel it safe to start up i will,but signs are not good, political interference in business activity is going to carry on for along time.

Posted by brian lee | Report as abusive