The WARC Guide to Marketing in the COVID-19 recession

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Article

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.

Opinion

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 ’.

Opinion

Brian Wieser, Global President, Business Intelligence at GroupM, shares his outlook for the ad industry and global economy as part of The WARC Guide to Marketing in the COVID-19 Recession.

Article

Looks at how brands can communicate in difficult times and how to strike the right tone in their advertising.

Article

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.

Article

Business leaders should prepare for a downturn but remind themselves that adversity creates opportunity to gain competitive advantage.

Article

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.

Article

It is unprecedented for there to be an immediate recession, a stock market slump, supply and demand side contractions, an oil price collapse and massive unemployment simultaneously.

Article

Analyses how the COVID-19 pandemic is impacting different categories and notes that a single category-lens is not sufficient to predict future survival.

Article

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.

Article

Details how to advertise in a recession – and, specifically, a health-induced recession caused by disease.

Article

Explains that the idea that all consumers trade down during recessions is overly simplistic.

Article

The COVID-19 recession is not just an economic recession – it’s also a humanitarian, social and political crisis – which means that the normal rules of marketing and business may not apply.

Opinion

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.

Article

Looks at learnings from China for B2C marketers in the Western world.

Article

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.