Friday, 22nd May, 4.30-5:15pm (China Standard Time)
With Richard Cotton, Content & Creative Excellence Director, Coca-Cola China and Chris Reitermann, Chief Executive, Asia & Greater China, Ogilvy
We recently launched "The WARC's Guide to Marketing in the COVID-19 recession", providing our guidance and data to help both brands and agencies plan for a different kind of a recession we will be facing together.
We are planning a set of online webinars around the globe on a variety of key topics, including e-commerce and media spend, cost allocation during downturns, and consumption behaviour more focused on value, the profound theme of affordability when finances are impacted, and the shades of branding and communications during this turbulent time.
Ｗe would like to invite you to join our live-streamed China session themed “Recession-proofing brands across all time horizons – the short, mid and long term.”
You can recession-proof your brands by working through three phases: what matters right now (acute outbreak phase); what matters in the medium term (recovery phase); what matters in the long term (the new normal). One proponent advocates that it is essential to sustain adspend and earned exposure to keep your brand salient in anticipation of the rebound. Another proponent supports reducing marketing activity due to concerns about consumer responsiveness and return on investment (ROI) against a backdrop of a recessionary environment. Who is right?
Time: May 22 | 4:30- 5:15pm (China Standard Time)
Format/ language: Panel discussion run in English
Moderator: Jenny Chan, WARC China editor
The event will be live streamed. Register now to make sure you’ll receive the details of the livestream.
We look forward to meeting you online.