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The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.

Marketers need to take a more nuanced and thoughtful approach to the COVID-19 crisis

Opinion • Les Binet, May 2020

As part of the WARC Guide to marketing in the COVID-19 recession, Les Binet, Group Head of Effectiveness at adam&eveDDB, explains why this recession is different and why the normal rules of business may not apply, at least for a while. This is an excerpt from Binet’s exclusive article ‘ Navigating COVID-19: survival, adaptation and recovery ’.

Every brand should be looking for opportunities to grow during this recession

Opinion • Brian Wieser, May 2020

Brian Wieser, Global President, Business Intelligence at GroupM, shares his outlook for the ad industry and global economy as part of The WARC Guide to Marketing in the COVID-19 Recession.

Laughter is the best medicine: Navigating brand communication in challenging times

Article • Graham Page, WARC Exclusive, May 2020

Looks at how brands can communicate in difficult times and how to strike the right tone in their advertising.

Advertising during the COVID-19 recession

Article • Gerard J. Tellis, WARC Exclusive, May 2020

When faced with a recession, most firms cut back on advertising alongside cutting other costs, yet there is a body of evidence that suggests a positive impact for companies that keep advertising during a recession.

Opportunity in adversity: Four moves for long-term growth

Article • Martin Reeves, WARC Exclusive, May 2020

Business leaders should prepare for a downturn but remind themselves that adversity creates opportunity to gain competitive advantage.

The challenger’s guide to finding opportunity out of volatility

Article • Nick Geoghegan, WARC Exclusive, May 2020

Nick Geoghegan shares lessons from challenger brands on how to thrive during recessions and hardships - organisations must be a little more Netflix and a little less Blockbuster as we sail into this storm.

Five mindsets for times of economic uncertainty

Article • Laura Hurst, WARC Exclusive, May 2020

Analyses how the COVID-19 pandemic is impacting different categories and notes that a single category-lens is not sufficient to predict future survival.

Holding on to long-term brand value during recessions

Article • David Haigh, WARC Exclusive, May 2020

It is unprecedented for there to be an immediate recession, a stock market slump, supply and demand side contractions, an oil price collapse and massive unemployment simultaneously.

Six key lessons for CPG brands and retailers from the last recession

Article • Joan Driggs, WARC Exclusive, May 2020

Applies six lessons from the last recession to today's uncertainty around customer loyalty, the rise of private label, right pricing, sacrificing non-essentials, the joy of upgrading and discounting leads to changing habits.

How should brands advertise during COVID-19?

Article • Orlando Wood, WARC Exclusive, May 2020

Details how to advertise in a recession – and, specifically, a health-induced recession caused by disease.

More than trading down: How consumers really shop and buy during a recession

Article • J. Walker Smith , WARC Exclusive, May 2020

Explains that the idea that all consumers trade down during recessions is overly simplistic.

Navigating COVID-19: Survival, adaptation and recovery

Article • Les Binet, WARC Exclusive, May 2020

The COVID-19 recession is not just an economic recession – it’s also a humanitarian, social and political crisis – which means that the normal rules of marketing and business may not apply.

Consumer behaviour in China – stability matters

Opinion • Sami Wong, May 2020

As part of the WARC Guide to marketing in this recession, Sami Wong, psychoanalytic psychotherapist and research director, explains why it's so important for brands to provide a sense of 'stability' to consumers in China.

Four lessons for the Western world from China on B2C marketing

Article • Danielle Bailey, WARC Exclusive, May 2020

Looks at learnings from China for B2C marketers in the Western world.

Brand protection (and rehabilitation) in times of crisis

Article • Nicolas Jarvis , WARC Exclusive, May 2020

Looks at Australia in the wake of the bushfires and in the midst of Coronavirus and states that crisis management and the ability to manage in times of great pressure has a direct correlation to future commercial success.