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
-
2020’s evil twin? Ten challenges that will shape business in 2021
Author Camilo LaCruz
-
The changing role of loyalty post COVID-19 and the end of the cookie
Authors Oliver Feldwick and Heleana Blackwell
-
Understanding the impact of the pandemic on the financial lives of UK households
Author Brian Carruthers
-
Procter & Gamble outlines new consumer habits that will survive the pandemic
Author Stephen Whiteside
-
Author Trajectory
-
Culture in Crisis: What will 2021 mean for brands as we move forward to a post-pandemic world?
Author Radhecka Roy
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
-
How to create a value proposition for food brands during a pandemic and recession
Authors Dave Gryga and Brian Baecker
-
The value shift: The consumer drivers and recession-proof strategies for a post-pandemic world
Author WGSN
-
Is poor communication undermining the chances of success for COVID-19 vaccines?
Author Kirstie Turner
-
Life after lockdown: Gen Z on Becoming Free
Author Helen Rose
-
Generating brand growth beyond crisis for a brighter future
Authors Katie Anderson & Casie Cook
-
Keep calm and advertise on: How to successfully navigate your brand through an economic downturn
Author VAB
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
-
Managing consumer demand in a recession – and the need for value
Author Andrew Mitchell
-
Four ways consumers’ relationships with brands have changed in the last year
Author Leslie Wood
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The fundamental priorities for brand resilience at a time of ongoing uncertainty
Author Manfredi Ricca
-
How to balance long-term and short-term objectives during a crisis
Author Mike White
-
The show must go on: Delivering successful partnerships during lockdown
Author Lydia van den Dries
-
When the pandemic hit, the creative industry pivoted
Author Aiden Darné
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
-
Managing consumer demand in a recession – and the need for value
Author Andrew Mitchell
-
Four ways consumers’ relationships with brands have changed in the last year
Author Leslie Wood
-
The Nationwide COVID diaries: An insight into lives during the pandemic
Author Brian Carruthers
-
How WhatsApp is creating intimacy for consumers and businesses during the pandemic
Author Low Lai Chow
-
Economic rebound, media consumption and consumer perception trends during COVID-19
Author Steve Lanzano
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During the pandemic, there’s no place like home – including local surroundings
Author Joe McDonnell
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How COVID-19 is affecting 2020 holiday shopping trends
Author Jin Kim
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A three-phase journey into the hearts and minds of Indians during the lockdown
Author The Womb
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Author Hereward Feldwick
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Love in lockdown: Online dating during COVID-19
Author Chase Buckle
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The Coronavirus era: Wellness redefined
Author Euromonitor
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COVID-19 highlights a role for functional foods in combatting anxiety
Author Brian Carruthers
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Four emerging needs of Japanese consumers and how brands can meet them
Author Low Lai Chow
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The impact of coronavirus on millennials and Generation Z
Author Euromonitor
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Europe’s Gen Z is turning to TV during COVID-19
Authors Daniel Bischoff
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The kids are alright: The Beano’s insights on Gen Alpha in lockdown
Authors Brian Carruthers
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COVID-19: Impact on video consumption trends
Authors Mindshare and Vidooly
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How COVID-19 is changing food preferences in Indonesia, Thailand, and the Philippines
Author Low Lai Chow
-
GWI Coronavirus Research: Multi-market research wave 4
Author GlobalWebIndex
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COVID-19: Consumer spending and media habits in the US
Authors Marte Aune, Rob Clapp
Building a COVID-19 strategy
-
The fundamental priorities for brand resilience at a time of ongoing uncertainty
Author Manfredi Ricca
-
How to balance long-term and short-term objectives during a crisis
Author Mike White
-
The show must go on: Delivering successful partnerships during lockdown
Author Lydia van den Dries
-
When the pandemic hit, the creative industry pivoted
Author Aiden Darné
-
Advertising during the corona crisis
Author DVJ Insights
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How storytelling during the pandemic is paying off for tourism brands
Author Johnny Ng
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COVID-19: A Game Changer For Media And Purchasing
Author Ramona Daniel
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What’s the right tone in hard times?
Author Graham Page
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Even as COVID-19 grounds airline, Delta’s NPS soars to new heights
Author Geoffrey Precourt
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Search marketing amid a crisis
Author Bertie Miller
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How Marlin Brands accelerated digital to break through Australia’s COVID-19 lockdown
Author Manik Godhwani
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The Times uses the COVID-19 ‘news surge’ to boost subscription revenues
Author Alex Brownsell
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Author Madhurya Alankaar
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Five ways to reimagine ‘IRL’ brand experiences in the COVID-19 era
Authors Christophe Castagnera
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Five examples of how social listening impacted brand strategies in COVID-19
Authors Low Lai Chow
-
Breakthrough ads during the pandemic: Successful examples from Southeast Asia
Authors Low Lai Chow
-
Mondelez’s strategy for doubling down on e-commerce
Author Stephen Whiteside
-
How MyRepublic is staying relevant during COVID-19 with meaningful engagement
Author Lawrence Chan
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The risks and rewards of humour in COVID-19
Author Chris Arning
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How Birds Eye pivoted its marketing during COVID-19 without going dark
Author Anna Hamill
Data Points on the COVID-19 crisis
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COVID pushes online consumption above four hours in Southeast Asia
Author Rob Clapp
-
Online video consumption quadrupled during COVID-19
Author Rob Clapp
-
Music streaming traffic rose 20% during COVID-19 but growth has now halved
Author Rob Clapp
-
Disney+ audience peaks during COVID-19 but Amazon sees longer term growth
Authors Rob Clapp
-
More consumers paying for online news during COVID-19
Authors Rob Clapp
-
Clothing, food and soft drink sales doubled on Tmall in April
Author Rob Clapp
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US online grocery sales rose by a quarter in May
Author Rob Clapp
-
Alphabet to see advertising revenue decline this year but Facebook manages to grow
Author Rob Clapp
-
Amazon ROAS showing double-digit growth during COVID-19
Author Rob Clapp
-
Advertisers shift to mobile private marketplaces
Author Rob Clapp
-
TV budgets cut at quicker rate than influencers
Author Rob Clapp
-
COVID-19 spurs telemedicine use in Australia
Author Rob Clapp
-
Health retailers cut search advertising and rely on organic growth
Author Rob Clapp
-
Portugal and Belgium lead Europe for growth in consumer spending
Author Rob Clapp
-
Two in five Americans will only feel comfortable outside in over six months
Author Rob Clapp
Adapting the marketing function
-
How to build and maintain agency/client relationships, especially in a socially-distanced world
Author Deb Giampoli
-
The behavioural science principles seen during COVID-19 and their meaning for marketers
Author Matthew Hellon
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Ritson: The opportunity to grow market share is clear, but marketers aren’t taking it.
Author Sam Peña-Taylor
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Author Michael Kassan and Christopher Vollmer
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4A’s – and agency business – steps up to new leadership role in response to COVID-19
Author Geoffrey Precourt
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During the COVID-19 crisis, CMOs are looking inside to help outside
Author Cathy Taylor
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Getting the most out of virtual pitching
Author R3 Worldwide
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The craft of turning adversity into a win
Author Anindya Dasgupta
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Turning to agile in times of uncertainty: Three tips for marketers
Author Cameron O’Connor
-
How marketers can de-risk the COVID-19 disruption
Author Amit Narayan
-
Coronavirus forces agencies to rethink the agency employee experience
Author Jay Pattisall
Changes to media plans and adspend
-
Connected together: Social media’s role during COVID-19
Author Katie Gilsenan
-
Global Marketing Index: May 2020
Author Zoe McCready
-
Global Ad Trends: The impact of COVID-19 on ad investment
Authors James McDonald and Rob Clapp
-
The coronavirus threat to media firms
Author Sam Peña-Taylor
-
Global Marketing Index: April 2020
Author Zoe McCready
-
Cleaning up with TV in lockdown
Author Matt Hill
-
Don’t stop Australia: The case for advertising during a pandemic
Author Josie Tutty
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What, where and how much? Media effectiveness during COVID-19
Authors Jane Ostler and Maren Seitz
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Levelling up in-game advertising during a pandemic
Author Tom Simpson
-
The COVID-19 crisis is shifting how Australian marketers think about media
Author Josie Tutty
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Global Marketing Index: March 2020
Author Zoe McCready
-
Nielsen chief pins down “new-normal” media-measurement theories with new-life realities
Author Geoffrey Precourt
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How brands can flourish in an ad-free video streaming world
Author Joy Bhattacharya
-
Global Ad Trends: FMCG & COVID-19
Author James McDonald, Rob Clapp
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FMCG, COVID-19 and recessionary practices
Author James McDonald
Adapting creative communications
-
How to connect and communicate in these challenging times
Author Behavioural Architects
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You've got mail: Communicating with customers in tough times
Authors David Fallarme
-
How to build and maintain agency/client relationships, especially in a socially-distanced world
Author Deb Giampoli
-
How retail banks can evolve communications during COVID-19
Author Fiona Blades
-
Finding the right tone of voice during the coronavirus crisis
Author Robert Heeg
-
In a time of COVID-19, to advertise or not to advertise?
Author Irene Joshy
-
How marketing creative is evolving in the COVID-19 era
Author Stephen Whiteside
-
Radically digital: Creative Innovation During COVID-19
Author Carsten Wierwille
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Coronavirus disruption: 10 ways brands can succeed in e-commerce
Author Reprise
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The strategies working in COVID-19 specific communications
Author Sam Peña-Taylor
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When COVID-19 collides with Ramadan, five tips for brands
Author Aakriti Goel
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Understated brand building during Coronavirus
Author Darren Coleman
-
Trend Snapshot: COVID-19 special – livestream commerce
Author Alex Brownsell
-
Strategists reimagine WHO's 'Global Call to Creatives' to fight COVID-19
Author Jessica Perri
Further reading
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
-
How to create a value proposition for food brands during a pandemic and recession
Authors Dave Gryga and Brian Baecker
-
The value shift: The consumer drivers and recession-proof strategies for a post-pandemic world
Author WGSN
-
How Clorox will leverage power of advertising in a recession
Author Stephen Whiteside
-
Keep calm and advertise on: How to successfully navigate your brand through an economic downturn
Author VAB
-
Rapid revenue recovery: A road map for post-COVID-19 growth
Author Brian Gregg, Eric Hazan, Aimee Kim, Rock Khanna, Jesko Perrey, and Dennis Spillecke
-
How marketers like P&G, GSK and Hershey are adapting to a new e-commerce landscape
Author Stephen Whiteside
-
Digital’s flexibility has made it indispensable to weather the COVID-19 storm
Author Lee Lythe
-
The real scale of the 2020 downturn
Author James McDonald
-
Keep calm and advertise on: How to successfully navigate your brand through an economic downturn
Author VAB
-
Planning for the future of travel after COVID-19
Author Will Grundy
-
Three tips for marketing in recession
Author Jenn Szekely
-
COVID-19 Conversations: Michelle Peluso, Chief Marketing Officer of IBM
Author Anna Hamill
-
COVID-19 conversations: Raja Rajamannar, Chief Marketing and Communications Officer of Mastercard
Author Anna Hamill
-
Author David Tiltman
-
GroupM’s Wieser: New financial crunch will demand new models for recovery
Author Geoffrey Precourt
-
Eight recession proofing tips to survive and thrive in a COVID-19-induced downturn and beyond
Author Remona Duquesne
The consumer and business impact
-
Is poor communication undermining the chances of success for COVID-19 vaccines?
Author Kirstie Turner
-
GWI Coronavirus Research: Multi-market research wave 5
Author GlobalWebIndex
-
Life after lockdown: Gen Z on Becoming Free
Author Helen Rose
-
A rocky road ahead: The future for advertising
Authors Michael Karg
-
What's new in New Zealand? A look at life after lockdown
Authors Special Group
-
Author Nielsen
-
Tobaccowala believes “human” skills are critical to COVID-19 recovery
Author Geoffrey Precourt
-
Harris Poll tracks how consumer desires are rapidly changing as the recovery slowly unfolds
Author Cathy Taylor
-
Change doesn’t just happen during a global pandemic
Author Rob Campbell
-
Reassessing the eight motivators of purchase in the context of COVID-19
Authors Prasad Shinde, Steven Naert and Tammy Ho
-
Spending less, living well: How consumers are redefining a good life
Author Anna Shin
-
Ramadan during COVID-19: Your playbook to the emerging personas during the festive season
Author ADA
-
Face-to-face with uncertainty: Moving qualitative research through and beyond COVID-19
Author Drago Djourov
-
Galloway: ‘A fifth of media firms won’t make it out of the ICU’
Author Sam Peña-Taylor
-
Kantar’s brave new reality for brands
Author Brian Carruthers
-
COVID-19 is the wake up call traditional financial brands need
Author Anna Soisalo
Building a post-pandemic strategy
-
COVID-19 offers insurance brands an opportunity to rethink how it markets to consumers in Asia
Author Low Lai Chow
-
Adaptability and digital availability are key to winning Southeast Asia’s e-commerce race
Author Carlos Matriano
-
Generating brand growth beyond crisis for a brighter future
Authors Katie Anderson & Casie Cook
-
How FMCG brands can blend traditional retail and e-commerce post-COVID-19
Author Ed Cox
-
How FMCG brands can respond to change after COVID-19
Author Jess Smith
-
Marketing powers McDonald’s recovery from COVID-19
Author Stephen Whiteside
-
Re-visit, re-organise and re-plan: Measuring campaigns in post COVID-19 India
Author Mukta Lad
-
Rebuilding customer experience for the COVID-19 recovery
Author Charlotte Lo
-
Six new retail formats for the post COVID-19 era
Authors Emma Chiu
-
Authors Sameer Desai and Ashish Mahajan
-
Returning to the great outdoors: A four-step guide to OOH effectiveness after COVID-19
Authors Sophie Pemberton and Emily Alcorn
-
Coty’s Philosophy faces post-COVID-19 market with new confidence in e-commerce
Author Geoffrey Precourt
-
How health and wellbeing brands can grow during COVID-19
Author Richard McAleavy
-
Brands prioritise new customer journeys during COVID-19
Author Anna Hamill
-
Five ways Unilever is adapting in the COVID-19 era
Author Anna Hamill
-
How to build an e-commerce offering during COVID-19
Author David Lowe
Data Points on the COVID-19 recovery
-
Only the largest Indian FMCG brands grew during COVID-19
Author Rob Clapp
-
Over half of Indian consumers will shop online after COVID-19
Author Rob Clapp
-
Grocery foot traffic returning to normal in Italy, Australia and the UAE
Author Rob Clapp
-
Half of millennials are using e-commerce more and plan to continue after lockdown
Author Rob Clapp
-
A quarter of US marketers intend to use influencers less after COVID-19
Author Rob Clapp
-
Half of Brazilians expect to shop online more after COVID-19
Author Rob Clapp
-
New media habits unlikely to last in France
Author Rob Clapp
-
Canadians trying new brands and retailers but unsure about long-term change
Author Rob Clapp
-
Financial impact of COVID-19 will sustain for Brazilian consumers
Author Rob Clapp
Redefining the marketing function
-
Moving into a sustainable, post-pandemic world
Author Helen Brain
-
Reframing 2020 as China springs back from COVID-19
Author Chris Baker
-
Why brands cannot afford to delay post-Coronavirus comeback plans
Author Geoffrey Precourt
Adapting media plans and adspend
-
Communications in the post-lockdown landscape: New rules for media strategy and planning
Authors Toby Roberts and Clare Chapman
-
Which media horse should you back as COVID-19 starts to wind down in Australia?
Authors Ben Willee
-
The coronavirus threat to media firms
Author Sam Peña-Taylor
-
Thirteen monetisation models for media owners
Author Alex Brownsell
-
ECI Media Management 2020 inflation report
Author ECI
-
The UK’s annus horribilis explained
Author James McDonald
Innovating creative communications
-
Partnerships post-pandemic - what can we expect?
Author Owen Hancock
-
How retail banks can evolve communications during COVID-19
Author Fiona Blades
-
Recommendations from bracing the ‘new normal’ in China after COVID-19
Author WARC
-
Push, pull, pause, pivot: Strategy in the age of COVID
Authors Faris Yakob and Rosie Yakob
-
Resilient brands don’t stop innovating in uncertain times
Author David Lansanah
Normalisation phase
- The long-term consumer and business impact
- Building post-COVID-19 strategies
- Lessons from China
- Data Points on the 'new normal'
The long-term consumer and business impact
-
Consumer sentiment on COVID-19 in 2021: Five actions for brands
Author Mobbie Nazir
-
2020’s evil twin? Ten challenges that will shape business in 2021
Author Camilo LaCruz
-
The changing role of loyalty post COVID-19 and the end of the cookie
Authors Oliver Feldwick and Heleana Blackwell
-
Procter & Gamble outlines new consumer habits that will survive the pandemic
Author Stephen Whiteside
-
Understanding the impact of the pandemic on the financial lives of UK households
Author Brian Carruthers
-
The worst of times, the best of times
Author EACA/Effie Awards Europe
-
Author Trajectory
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Author Trajectory
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Culture in Crisis: What will 2021 mean for brands as we move forward to a post-pandemic world?
Author Radhecka Roy
-
Three needs-based trends in post-coronavirus consumerism that brands must address
Author Biprorshee Das
-
How COVID-19 has impacted women
Author Brian Carruthers
-
Five more COVID-19 marketing trends for ‘the new normal’ of constant change
Author Anna Hamill
-
COVID conversations: Jason White, CMO of cannabis brand Curaleaf
Author Jason White
-
COVID-19 conversations: Marie Gulin-Merle, VP - Global Ads Marketing, Google
Author Anna Hamill
-
Life after lockdown: The new normal
Author Digital Voices
-
Health, safety and the new hierarchy of brand experience
Author David Frymann
-
Safe and innovative brands: What the ‘new normal’ will be in post-COVID Vietnam
Author Mukta Lad
-
Mapping a perfect storm: The impact of COVID-19 on Asia’s media landscape
Author Kunal Sinha
-
Re-evaluating iconic brand assets in a post-pandemic world
Authors Dr Gemma Calvert, Win Ee Chun and Dr Eamon Fulcher
-
Author Nielsen
Building post-COVID-19 strategies
-
How auto brands can reframe marketing strategy in post-pandemic Southeast Asia
Author Kiron Kesav
-
Shifting expectation in the post-pandemic world: Pivoting for growth in e-commerce
Author Charu Aggarwal Harish
-
Digital, delivery, drive-thru: McDonald’s’ path to post-COVID growth
Author Anna Hamill
-
Businesses must stay close to customers in pursuit of post-pandemic growth
Author Jane Frost
-
The now and the next: Advice for pharma marketers in the new normal
Author John Kenny
-
The power of effective outcomes measurement in the new normal
Author Lana Busignani
-
Why ‘hybrid’ events are a brand opportunity, not a fix-it for COVID
Author Christophe Castagnera
-
Why shoppable content is irresistible and impactful in the new normal
Author Rico Chan
-
How sports marketing can play a role rebuilding society after COVID-19
Author Mukta Lad
-
The role of culture in a global crisis: Understanding how identities and values shape behaviour
Author Radhecka Roy
-
Marketing post-COVID: Which trends are CMOs prioritising in 2021?
Author Anna Hamill
-
Marketing workflows: Avoiding burnout and finding a sustainable approach
Author Dan Masquelier
-
How to balance long-term and short-term objectives during a crisis
Author Mike White
-
Why ‘hybrid’ events are a brand opportunity, not a fix-it for Covid
Author Christophe Castagnera
-
Marketing in the post-COVID era: Which trends are CMOs prioritising in 2021?’
Author Anna Hamill
-
Kraft Heinz adapts for the ‘next normal’
Author Brian Carruthers
-
Building ‘crisis ready’ client-agency relationships during COVID-19
Author Sam Hawkey
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A matter of principle: Reassessing your strategy in today’s environment
Author VAB
-
Personalisation after COVID-19
Author Yieldify
-
Influencer marketing strategies during COVID-19: the new landscape
Author Jidé Maduako
Lessons from China
-
China pride and cloud lives: Seven trends emerging from COVID-19
Author Low Lai Chow
-
China shows how to turn your upside-down world the right way up after COVID-19
Authors Jenny Chan
Adapting media plans and adspend
-
Digital will drive the new normal in India but are brands ready for it?
Author Kantar Technology Team
-
Communications in the post-lockdown landscape: New rules for media strategy and planning
Authors Toby Roberts and Clare Chapman
-
Which media horse should you back as COVID-19 starts to wind down in Australia?
Authors Ben Willee
-
Forecasts on quicksand: the impact of Covid-19 on ad expenditure and the digital new normal
Author Daniel Knapp
-
Author Claire Kimber
-
Nielsen chief pins down “new-normal” media-measurement theories with new-life realities
Authors Geoffrey Precourt
-
How a hybrid agency/in-house model serves 3M’s need for accountability
Author Geoffrey Precourt
-
Advertiser exodus to bring sharp media deflation in 2020
Author Rob Clapp
Data Points on the 'new normal'
-
TikTok's audience boost from COVID likely to last
Author Rob Clapp
-
30% of Chinese consumers to keep spending more on livestream and short video shopping
Author Rob Clapp
-
Disney+ audience peaks during COVID-19 but Amazon sees longer term growth
Authors Rob Clapp
-
Grocery foot traffic returning to normal in Italy, Australia and the UAE
Author Rob Clapp
-
Alphabet to see advertising revenue decline this year but Facebook manages to grow
Author Rob Clapp
-
Half of Brazilians expect to shop online more after COVID-19
Author Rob Clapp
-
New media habits unlikely to last in France
Author Rob Clapp
-
Financial impact of COVID-19 will sustain for Brazilian consumers
Author Rob Clapp
-
China's OOH recovery to pick-up in June
Author Rob Clapp
-
Free and reliable delivery of high importance post lockdown
Author Rob Clapp
-
Eating at home to become the 'new normal' in APAC after COVID-19
Author Rob Clapp
-
Canadians trying new brands and retailers but unsure about long-term change
Author Rob Clapp
