Why brands cannot afford to delay post-Coronavirus comeback plans

Advertising budgets will come under pressure in many industries as a result of Coronavirus, raising the pressure on brand custodians to achieve the greatest possible efficiency.

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