The COVID-19 pandemic has pushed marketers to embrace change and pay more attention to campaign effectiveness, according to a Kantar survey of senior marketers worldwide. The share saying they will become more cautious is far less common and just 4% say COVID-19 will have no long-term impact.

Why it matters

The coronavirus pandemic disrupted campaigns in 2020 and instead of being more cautious, marketers are having a more change-oriented attitude. Being innovative and agile have also emerged as long-term trends, with 53% of marketers saying they will be 'more innovative and more willing to try something new' and will 'rely...