Marketers need to take a more nuanced and thoughtful approach to the COVID-19 crisis

As part of the WARC Guide to marketing in the COVID-19 recession, Les Binet, Group Head of Effectiveness at adam&eveDDB, explains why this recession is different and why the normal rules of business may not apply, at least for a while. This is an excerpt from Binet’s exclusive article ‘Navigating COVID-19: survival, adaptation and recovery’.

I don’t know about you, but I feel overwhelmed by the flood of COVID-19-related research that keeps pouring into my inbox. Every day brings more research, more opinion pieces, more strategy documents. Some marketers clearly have a lot of time on their hands.

Amongst the many articles and analyses are pieces warning advertisers not to “go dark”. Based on data from previous recessions, these argue that firms should maintain or even increase adspend in order to gain market share, and so emerge stronger when all this is over.

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