Birds Eye: We have a responsibility to keep advertising
Charlotte RogersAs a “brand of reassurance”, Birds Eye feels a responsibility to stay on air and remain connected to consumers during the coronavirus pandemic.
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The best marketers will be upping, not cutting, their budgets
Mark RitsonIt may seem like a paradox, but recessionary periods actually provide fertile grounds for marketers to grow their brand’s market share if they’re prepared to think long-term.
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Almost nine in 10 marketers now delaying campaigns in response to Covid-19
Charlotte RogersMarketers are putting spending on ice as 69% see demand for their brands’ products and services plummet amid the worsening coronavirus pandemic.
Consumer confidence plummets to levels not seen since the last recession
Ellen HammettGfK has put out a flash report into the impact the mounting coronavirus crisis is having on consumers that paints a stark picture of plummeting feelings over the economy, personal financial situations and purchase intent.
Cannes Lions cancels 2020 awards and festival
Sarah VizardThe festival’s organiser says that, with the industry “in turmoil” due to the coronavirus pandemic, it has made the decision to cancel this year’s event altogether.
Irreplaceability is the ultimate goal of a brand
Helen EdwardsAs marketers work from home and strive to make sense of their marketing priorities, there is a case to be made for optimism, pragmatism and perspective.
The Lowdown
Thought leaders in marketing and beyond address the challenges presented by the Covid-19 pandemic
Consumers ‘pay more attention’ to ads next to coronavirus news content
Ellen HammettAn increasing number of marketers are pulling back from advertising around news related to the coronavirus outbreak, yet there is evidence to suggest they should in fact be seeking it out.
Digital services have a new level of responsibility
Ben DavisAs the coronavirus crisis worsens, brands would do well to remember people just want access to the services they need and signs that brands are helping.
How Skyscanner is helping people navigate ‘the stages of grief’ during coronavirus
Molly FlemingAs the travel industry faces a crisis amid closed borders and grounded flights, Skyscanner is using its marketing to offer people hope and build trust in the brand.
Brands must help rebuild society post-coronavirus
Tanya JosephAs we look to a future when the Covid-19 crisis has abated, brands have the power to unite us, inspire us and forge a new way forward if they are willing to try.
How marketers are fostering creativity in the age of the lockdown
Charlotte RogersIn a world of social distancing and enforced remote working, brands are finding new opportunities to let creativity flourish.
Giffgaff turns around new campaign in a week in response to Covid-19
Sarah VizardGiffgaff brought forward the launch of an ad campaign it was planning to run later in the year as it looked to “put something positive out in the world” amid the coronavirus outbreak.
Brands that treat customers unfairly during the coronavirus crisis will be punished
Richard ShottonBrands that are tempted to raise prices during this time of scarcity are likely to be punished by consumers afterwards, as experiments show they don’t tolerate those who take unfair advantage of market power.
Sport in lockdown: Why brands are looking online for answers
Matt BarkerWith traditional live sporting events on hold during the coronavirus crisis, action-starved fans are turning to esports for their competitive fix. Now sponsors and broadcasters are taking note.