The WARC Guide to marketing in the COVID-19 recession

Provides new thinking and best practice on marketing in the COVID-19 recession.
  • The pandemic has caused a demand and supply shock – brands in many sectors no longer have a product to advertise, and cannot meet the ‘classic’ recessionary advice to keep spending.
  • Brands that have to ‘go dark’ should use other levers to maintain visibility, such as first-party data, customer experience and PR.
  • The most challenged sectors might come back by advertising like a start-up, with a focus on activation spend in the initial stages.
  • Brands will need to review what worked in the lockdown and develop a clear playbook for future outbreaks....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

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