Marketing in the COVID-19 crisis

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News

Despite the coronavirus crisis, people haven’t lost the ability to laugh – and advertisers might consider using some well-judged humour in their marketing campaigns in the months ahead, according to The WARC Guide.

News

Nestlé, the Swiss food and drinks giant which has been operating in China for more than 30 years, is undeterred by the economic upheaval caused by COVID-19 and intends to expand its presence in some key consumer segments.

News

Restrictions imposed to tackle the COVID-19 pandemic has forced millions of people to work and shop from their homes, so it is concerning that a new survey has found 40% of APAC consumers have reported breaches of their personal data by someone who ...

News

Mobile advertising was much less affected by the coronavirus pandemic when compared to desktop advertising during the first three months of 2020, according to PubMatic.

News

Klarna, the Swedish fintech that specialises in buy-now, pay-later flexible options, launched in Australia at the end of January just as the Covid-19 pandemic was spreading across APAC, yet – undaunted – the company has continued to build its brand ...

Opinion

Marketers need to remember the human touch and not solely rely on data as they build brands and respond to COVID-19 alike, according to Rishad Tobaccowala, a senior adviser to Publicis Groupe.

Opinion

Partnership marketing is a perfect fit for these times, says Owen Hancock. And brands ought to be thinking about which ones will serve them best in future.   The current pandemic has changed the way we live and the way we consume.

Opinion

Consumers in the US display a mix of eagerness and caution about returning to various pre-lockdown behaviors, according to research from The Harris Poll.

News

The organisations best-placed will to survive the current challenging times will be those which get close to customers and are able to adapt to changing priorities before it’s too late, says Laura Hurst in The WARC Guide.

News

Marketers seeking to understand the evolution of buying habits under lockdown may benefit from mapping these behaviours against Abraham Maslow’s “hierarchy of needs”, an iconic psychological model of motivations.

News

Advertisers in India have shifted media budgets to OTT channels in tandem with the spike in media consumption since lockdown measures were put in place on 25 March.

News

After an initial spike in news consumption during the COVID-19 crisis, more people in the UK now say they are trying to avoid the news – the most common reason being worries about the effect on their mood.

News

Businesses big and very small can now set up an online store to sell their products on Facebook and Instagram, and with no fee.

Opinion

Outfit's Tim Brown argues that while COVID-19 disruption has hit agencies badly, it is also a much-needed wakeup to transform both business and work, to survive and move forward into a very changed future.

Opinion

Marketing in the COVID-19 crisis This article is part of a special WARC Snapshot focused on enabling brand marketers to re-strategise amid the unprecedented disruption caused by the novel coronavirus outbreak.

Opinion

Misinformation is rife in the post-COVID-19 marketplace. Media planners should remember the fundamental principles of data analysis: correlation does not imply causation.

Opinion

The current health crisis will be followed by an economic one, and companies need to be sure their strategy is suitable.

Opinion

WARC from Home is a new series to help subscribers brush up on the essentials of marketing during the COVID-19 lockdown.

News

China’s retailers, big and small, focused on selling online out of necessity during the COVID-19 crisis – and livestreaming of content to sell goods proved a huge success.

News

Sometimes recessions and hardships are where challenger brands are made; Nick Geoghegan of eatbigfish explains how in The WARC Guide.

Opinion

Near's Harish Ganesh maps out how marketers can still leverage location data to inform strategy and campaigns, as the home-based audiences become a key targeting consideration even beyond post-lockdown measures.

News

Total online advertising growth slowed in the first quarter of 2020 to deliver overall year-on-year growth of 3.8% according to the IAB Australia Online Advertising Expenditure Report (OAER).

News

US army recruiters, prevented from face-to-face contact with prospective soldiers because of the COVID-19 pandemic, have deployed a new specialist squad to take the recruitment process online – by fighting in Call Of Duty (COD) tournaments.

Opinion

Judges for the 2020 WARC Awards’ Effective Use of Brand Purpose category regarded the shortlisted work through the lens of lockdown, writes Lucy Aitken.

News

Swiss luxury group Richemont, owners of brands including Cartier, Piaget and IWC, has reported increased earnings, despite the effects of the COVID-19 pandemic during the final quarter of the reporting year and believes China’s “new retail” will be ...