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  • Why brands need to keep advertising, even during a pandemic
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  • August 7, 2020
Globally, the response to the Covid-19 pandemic has, in most countries, been a lockdown of nearly all economic activity and shelter-in-place rules. In this environment, the hunker-down, increase share-of-voice strategy of previous recessions is unlikely to work, for the following reasons:
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  • December 10, 2018
The first challenge facing marketers is reaching their potential customers to be able to sell to them. In the analog world marketers achieved this through advertising – on mass media, on retail shelves, on the road, pretty much everywhere consumers congregated.