How navigating the COVID-19 crisis forced advertisers to be more creative

Explores how brands in categories such as travel and finance are adapting their marketing strategies.

Why it matters

Brands in the sectors hit hardest by COVID-19 and the subsequent restrictions on consumer activity, like travel and tourism, must be ready to respond as soon as consumes are ready to return to purchasing.

Key takeaways

  • Etihad has evolved its focus from brand-led communications, to reassuring messages around safety, security and hygiene, and most recently emphasising flexibility and value with a 50%-off voucher for future travel.
  • Refinitiv, a global financial solutions provider, shifted away from a quarterly media and content strategy towards a more agile, always-on approach to content, designed to help customers during the...

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Insights Team
Bray Leino

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