Marketing in the COVID-19 crisis

This article is part of a special WARC Snapshot focused on enabling brand marketers to re-strategise amid the unprecedented disruption caused by the novel coronavirus outbreak.

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Why it matters

The uncertainty induced by the spread of COVID-19 can encourage an extreme focus on short-termism and immediate outcomes. Shrewd marketers, however, should consider the longer term, and how their brands can survive the current crisis while preparing for the recovery.


  • Scenario planning is essential for marketers as they seek to anticipate the various possible outcomes of Coronavirus.
  • Many brands, such as those in the luxury category, many want to revise their positioning to focus less on prestige and more on values like product quality or safety.
  • Brands that display support and empathy for consumers during hard times will have an advantage when the recovery begins.