Must read for marketeers
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