It would be a big mistake for marketers to condemn print media to the dustbin of history, but at this time of crisis publishers must innovate to offer a product people want at a price they will pay.
Trolls World Tour’s successful digital launch will tempt all movie studios to do the same, but that would destroy the model that premiumises their product.
Marketers’ main response to coronavirus has been pessimistically cutting spend, but now they should prepare for the quick recovery economists predict.
Acting like a startup is never usually realistic for large corporates, but the Covid crisis now requires these companies to reassess many of their first principles.
Brands have to make tough choices affecting customers and staff during this pandemic, but acting honourably and communicating honestly will preserve trust.
The government’s message on controlling coronavirus while leaving lockdown is fatally unclear, and only expert intervention can avoid a disastrous failure.
It’s easy to paint business advice in black and white, but the nuances of each business mean each has a unique decision to make on whether to spend or save.
Amid a plethora of mawkish ads and emails, an effortlessly rewarding app experience is a much more soothing escape from the stresses of the Covid crisis.
Graduates across the UK face uncertainty over their degrees and career prospects in numerous sectors, yet marketing remains a solid vocation.
In times of isolation we need to prioritise diversity more than ever. Brands need to stand up to support people in bad times, as well as good.
The latest annual CMO Survey shows marketing is losing many of its strategic jobs to other functions – a situation that will only worsen unless marketers place more value on formal training.
Marketers left unemployed by the Covid crisis shouldn’t assume their careers will resume in the same form – you’ll need to rethink your skill set and challenge your own behaviours.
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 coronavirus pandemic creates an opportunity for many brands to reassess their business strategies, and they should take it because it won’t come again.
By now, I am sure you have seen the argument. Perhaps it was accompanied by a reference to a study, maybe even some statistics. “Companies that invest in brand-building advertising during times of economic crisis come out of them in better shape than those that don’t.” Something like that. What you may not know, particularly […]
While it is important to make some big symbolic moves when it comes to social inclusion, just as important is having humility to learn from others.
Predictions of fundamental change after Covid-19 are driven by the biased perspectives of those making them – in reality, most things will go back to how they were.
It 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.