Marketing in the COVID-19 crisis

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Opinion

Following a week of livestreamed talks from Lions Live, a digital-content platform run by Cannes Lions, Stephen Whiteside, WARC’s Reports Editor, looks at the biggest takeaways from five days of inspiring thought leadership.

News

GlaxoSmithKline (GSK), the healthcare company, has categorised its brand portfolio into four groups as part of its strategy to provide the best support to consumers during the COVID-19 pandemic.

News

Nike last week reported an unexpected quarterly loss because of widespread store closures forced on it by the COVID-19 pandemic, but the situation would have been worse without digital sales taking up some of the slack.

Opinion

COVID-19 is having a dramatic impact on e-commerce – accelerating uptake, shifting buyer types, changing attitudes to spending and distorting previous consumer journey dynamics.

News

Google Japan’s Thank You campaign has been ranked the most emotionally engaging coronavirus campaign in the world, according to analysis by Unruly.

Opinion

Lucy Aitken, Managing Editor – Case studies at WARC, speaks to Nike and Mindshare China about how they helped people move during the COVID-19 quarantine, at a time when their usual exercise routines were completely disrupted.

Opinion

Lucy Aitken, Managing Editor – Case studies at WARC, speaks to Tesco and BBH London about how they adapted Tesco's Food Love Stories campaign during the COVID-19 lockdown.

News

Concern about the role of social media platforms in spreading disinformation and harmful content is drawing the attention of leading marketers during Lions Live.

Opinion

Lucy Aitken, Managing Editor – Case studies at WARC, speaks to Budweiser and Anomaly New York about how they revived Budweiser's 1999 Wassup campaign and made it relevant for the COVID-19 lockdown.

Opinion

Watch all the videos created by WARC for Lions Live 2020, including guidance on effectiveness in the age of e-commerce, the Creative Effectiveness Ladder, and lessons from brands that successfully adapted their campaigns for the COVID-19 lockdown.

News

Advertisers hoping to connect with consumers who are still dealing with the impacts of COVID-19 need to demonstrate how they are “enabling life to continue”, according to Orlando Wood, chief innovation officer at research firm System1.

Opinion

COVID-19 is forcing brands across categories to shift faster into e-commerce. What does this long-term change in distribution mean for the effective investment of marketing budget? David Tiltman, VP Content at WARC, explains.

Opinion

The pandemic has changed consumer behaviour and there will be further changes in their wants and needs in the months ahead.

Opinion

The rollercoaster of 2020 has brought the role of brands in wider society into sharp focus, with COVID-19, economic crisis and Black Lives Matter up-ending ‘marketing as usual’.

News

Marketers seeking to thrive in the e-commerce arena should get back to basics, consider online retail platforms as media destinations, and ensure they do not place too much emphasis on performance marketing.

Opinion

Greg Revelle is Chief Marketing Officer of Kohl’s, a major US retailer with 1100 stores in 49 states.

Opinion

As marketers move beyond crisis mode, Kevin O’Farrell explains how to improve brand effectiveness post-pandemic with scenario planning and advanced analytics.

Opinion

Digital is the ideal channel as advertisers switch to outcomes-based media buying, writes Lee Lythe, Chief Investment Officer at Spark Foundry UK.

News

Several Indian smartphone brands have downplayed suggestions they could capitalise on the anti-Chinese sentiments that have erupted in the wake of border clashes in the Ladakh region of Kashmir.

News

COVID-19 has upended the customer experience, but brands now need to be thinking beyond short-term fixes and develop twin strategies for both brand and customer journey recovery.

News

In India, as elsewhere, COVID-19 has accelerated a shift to e-commerce, a development which is making online adaptability and agility a core survival skill across categories; Madhurya Alankaar has some tips.

News

McDonald’s, the quick-service restaurant chain, has committed to a major investment in marketing as it seeks to begin the recovery process from the challenges of the COVID-19 pandemic.

News

Social listening is of heightened importance for brands at a time of profound disruption to consumer habits during the COVID-19 pandemic, as the example of #savefnbsg shows.

News

Despite being one of the hardest hit industries, the hospitality sector remains positive in its outlook, anticipating recovery to begin as early as Q4 of this year.

News

Gen Z is typically less engaged with traditional media, but COVID-19 is drawing a younger audience to TV and is likely to change their media consumption habits permanently.