GroupM’s Wieser: New financial crunch will demand new models for recovery

COVID-19 poses a variety of challenges to marketers, and will require a nuanced response that deals with immediate concerns and looks to the long term.

Why it matters

Although past crises can offer some guidance for tackling the downturn that is anticipated to result from the COVID-19 pandemic, history will not be an infallible guide. The dynamics shaping the coming recession – and the recovery – however, will be distinct in various ways.

Takeaways

  • Digital technology has advanced considerably since the economic downturn of 2008/09, and offers new solutions for brands and consumers alike.
  • Legacy brands that had been ramping up their ecommerce operations will double down here, adding an extra layer to their rivalry with direct-to-consumer players.
  • Media trends already in train prior to...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

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.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands