Marketing insights from COVID-19 to the new normal
About this series
Launched on 26 February 2020, this special on-going series aims to enable brand marketers to re-strategise amid the unprecedented disruption caused by COVID-19 by offering guidance, frameworks, ideas and inspiration. As the pandemic progresses and its impact evolves, so too will this series – so do check back often for what's new.
The WARC Guide to Marketing in the COVID-19 recession
The WARC Guide pulls together the best thinking from across the industry on navigating the post-lockdown period. It includes:
- What we know so far about the recession
- How to plan for the recovery, and where to find opportunity and growth
- Early lessons from China
Normalisation
Life beyond COVID-19 seems far away, but we will get there, and take the opportunity to assess what change has now become the norm and what hasn’t. Who were the real winners or losers? And what was the biggest lesson learnt?
- The long-term consumer and business impact
- Building post-COVID-19 strategies
- Lessons from China
- Data Points on the 'new normal'
Editor's picks
Recovery
The easing of lockdown measures does not equate to an automatic return to pre-pandemic normality. This section looks at how brands are re-aligning strategy and operations, as consumer habits and priorities shift during this transition phase shrouded in recessionary conditions.
- Planning for the recession
- Building a post-pandemic strategy
- Data Points on the COVID-19 recovery
- Redefining the marketing function
- Adapting media plans and adspend
Editor's picks
Containment
Attempts to contain the spread of the COVID-19 virus resulted in drastic and immediate changes in consumer lifestyles and mindsets. This section features a collection of insights on how brands can or did adapt to this unique and unprecedented set of challenges.
- The consumer and business impact
- Building a COVID-19 strategy
- Adapting the marketing function
- Changes to media plans and adspend
- Adapting creative communications
Editor's picks
Containment phase
- The consumer and business impact
- Building a COVID-19 strategy
- Data Points on the COVID-19 crisis
- Adapting the marketing function
- Changes to media plans and adspend
- Adapting creative communications
- Further reading
Expert interviews
The consumer and business impact
Building a COVID-19 strategy
Data Points on the COVID-19 crisis
Adapting the marketing function
Changes to media plans and adspend
Adapting creative communications
Recovery phase
- Planning for the recession
- The consumer and business impact
- Building a post-pandemic strategy
- Data Points on the COVID-19 recovery
- Redefining the marketing function
- Adapting media plans and adspend
- Innovating creative communications
Expert interviews
The WARC Guide to Marketing in the COVID-19 recession
The WARC Guide pulls together the best thinking from across the industry on navigating the post-lockdown period. It includes:
- What we know so far about the recession
- How to plan for the recovery, and where to find opportunity and growth
- Early lessons from China
Planning for the recession
The consumer and business impact
Building a post-pandemic strategy
Data points on the COVID-19 recovery
Redefining the marketing function
Adapting media plans and adspend
Innovating creative communications
Normalisation phase
- The long-term consumer and business impact
- Building post-COVID-19 strategies
- Lessons from China
- Data Points on the 'new normal'
