Navigating COVID-19: Survival, adaptation and recovery 
by Les Binet

Part of our WARC Guide to Marketing in the COVID-19 Recession


The COVID-19 recession is not just an economic recession – it’s also a humanitarian, social and political crisis – which means that the normal rules of marketing and business may not apply.

In this article, Les Binet (Head of Effectiveness, adam&eveDDB) explores:
  • How businesses should focus on doing what is most helpful and in the public interest, rather than focusing on making money in the short term
  • What brands could do to help “The War Effort”, how a brand behaves may have a bigger effect on brand perceptions than advertising
  • Whether direct response advertising can also play an important functional role
  • Opportunities for some big, emotional, morale-boosting advertising, without looking opportunistic and self-serving


 

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