James Clifton, WARC Exclusive, August 2020
The COVID-19 pandemic is likely to have a long-lasting impact on consumer behaviour and spending – viewpoints from China, US and Ireland explain how marketing and marketers have been affected in each region.
After a 70% reduction in US adspend activities in the COVID-19 shadow, McDonald’s has accrued a “sizable marketing war chest” it intends to invest in the back half of 2020, according to Chris Kempczinski, the QSR’s president and CEO.
Report from the strategy consultancy Cordão, in Brazil, that looks at lessons from the pandemic for marketers, with perspectives both from the Brazilian viewpoint and insights from other global brand experts.
Almost three quarters (73%) of CMOs expect the pandemic’s negative impact to be short lived, according to a new Gartner survey which also finds that brand strategy has re-emerged as a strategic priority for the year ahead.
People unhappy at the idea of smoking or vaping marijuana, a legal substance legal in some states across the US, are boosting sales of edibles during pandemic-induced anxiety, crossed with the ongoing wellness trend.
Diego Scotti, EVP/CMO at US telecoms giant Verizon, speaks to Anna Hamill, WARC’s Senior Editor – Brands, about the guiding light of brand values, the need for marketing agility, and the importance of continued investment in advertising.
A new report from the Institute for Practitioners in Advertising establishes a framework for B2B marketers to build trust with the finance division of their organisations for more effective marketing and greater influence.
India’s agencies are starting to see business slowly pick up again after precipitous falls in the early stages of lockdown and there are hopes that the festival season will accelerate a journey back to something approaching normality.
The novel coronavirus outbreak is causing one of the most widespread behaviour shifts in recent times – Illuminera Institute’s Ashok Sethi highlights what marketers can draw from behavioural science theories and how it can be applied to marketing strategies as new behaviours unlock new triggers.
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
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