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 ’.
Gerard J. Tellis, WARC Exclusive, May 2020
When faced with a recession, most firms cut back on advertising alongside cutting other costs, yet there is a body of evidence that suggests a positive impact for companies that keep advertising during a recession.
Nick Geoghegan, WARC Exclusive, May 2020
Nick Geoghegan shares lessons from challenger brands on how to thrive during recessions and hardships - organisations must be a little more Netflix and a little less Blockbuster as we sail into this storm.
Applies six lessons from the last recession to today's uncertainty around customer loyalty, the rise of private label, right pricing, sacrificing non-essentials, the joy of upgrading and discounting leads to changing habits.
As part of the WARC Guide to marketing in this recession, Sami Wong, psychoanalytic psychotherapist and research director, explains why it's so important for brands to provide a sense of 'stability' to consumers in China.
Nicolas Jarvis , WARC Exclusive, May 2020
Looks at Australia in the wake of the bushfires and in the midst of Coronavirus and states that crisis management and the ability to manage in times of great pressure has a direct correlation to future commercial success.