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

Traditional planning techniques are poorly suited to dealing with change, and we live in increasingly uncertain and volatile times. Teams that can rapidly innovate on a constant basis are best positioned to survive and thrive over the long term.


  • Innovation isn’t a spark of genius or the sole responsibility of a special innovation department, it’s a boring old repetitive process.
  • Experiment rapidly and not let attitudes or internal control mechanisms to slow things down.
  • Inject empathy into the process to develop an enhanced understanding of value and value perspectives.