Teamwork 2.0: How marketing teams are evolving amid the Covid-19 crisis

Teamwork is never more in important than in a crisis. As brands get to grips with the current climate of uncertainty as budgets are slashed, recruitment put on hold and social distancing persists, uniting the team is crucial.

It’s fair to say marketers have sprung into action. Some 41% are building teams more rapidly than prior to the Covid-19 outbreak, while 45% have created cross-functional teams to deal with the crisis, according to an exclusive survey of 849 UK brand marketers conducted by Marketing Week and its sister title Econsultancy.

A further 39% have taken action to identify the right people for these new teams and 57% have enabled their teams to work cross-functionally while remote.

The nationwide lockdown has had a big impact on beauty brand Avon, which is built on a network of representatives who forge close relationships with their customer base. UK marketing boss Stephen Rendu heads up a marketing team accustomed to the high touch, deadline driven world of product brochures.