Tesco, the UK supermarket, responded quickly to the various challenges posed by the pandemic and lockdowns, but it was only able to do so because it already had some “big ideas” and understood the needs of its customers.

Why it matters

The pandemic has shown the importance of resilience in businesses. For marketing, that has meant being able to build on or adapt pre-existing campaign ideas and approaches around messaging, purpose and the immediate concerns of customers. It’s an area that will command greater attention in the future.