How should brands advertise during COVID-19?

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

Marketing in the COVID-19 recession

This article is part of a series of articles from the WARC Guide to Marketing in the COVID-19 recession. Read more.

Introduction

This is not a paper about whether you should advertise in a crisis. There are many good reasons and evidence to say that you should if you can. The increased share of voice that a brand can achieve during a recession pays dividends as it comes out of it. Rather, this is a paper abou you advertise in a recession – and, specifically, a health-induced recession caused by disease.