Effectiveness through volatility

This report looks at the strategies and approaches of some of the world’s most awarded campaigns for effectiveness in 2020.
  • The most awarded work of 2020 highlighted the benefits of scenario planning and being agile enough to pivot in the face of challenge.
  • Brands that continue to invest in brand-building through recessions see success, and the featured campaigns are clear demonstrations of this balance.
  • Customer-centricity enables a rapid response to change, which has been borne out as marketers respond to the pandemic....

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