89% of brands have created COVID-19 campaigns

Rob Clapp

An overview of brands deferring campaigns and responding with new COVID-related creative during the novel coronavirus (COVID-19) outbreak.

Brands have deferred their campaigns further into the future as a result of the novel coronavirus (COVID-19) outbreak, according to research from the World Federation of Advertisers (WFA) into global brands responsible for around $50bn in media spend.

In April, two-fifths (41%) of brands said they have deferred campaigns by half a year, the most common response. When surveyed in March, though, brands were more likely to defer for one or two months (34%) or by a quarter (28%). The share of brands who said their campaigns haven't been impacted also halved between March and April, from 19%...

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