There’s probably no reason to ditch your old creative because of coronavirus, but if you do, your new ad needs to be distinctive and avoid the bland clichés brands are currently churning out.
The vast majority of marketers are cutting or maintaining their marketing budgets, saying that while finance teams understand the rationale behind investing in media during the coronavirus pandemic, they simply don’t have the money to do so.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the downside of focusing on ROI to Tesco’s assertion that marketing is “mission critical”, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
As we come out of lockdown, solid foundations and a clear brand strategy are vital to guide short-term tactics and ensure long-term shareholder value, former group marketing director at Royal Mail.
Michelle McEttrick is leaving the supermarket after six years having played a “key role” in the turnaround of the Tesco brand.
Marketers are feeling optimistic about employment prospects as the UK’s lockdown restrictions ease, following a year marred by redundancies and furlough.