can. Media costs are — Ensure creative work strikes the right tone for each stage — Look for opportunities to use your channels at key lower, and there’s less of the recovery – but don’t seasonal selling points – noise from competitive assume your client needs brands in many sectors will brands. Firms that have to specific ads in response to focus spend on moments ‘go dark’ can pull other the crisis. like Halloween, and will be marketing levers to remain working out how to make visible. — Help brands in the most these moments work at a challenged sectors stay time of social distancing. — Look beyond visible to existing customers communications; pack size, – there is a big role for — Double down on pricing and distribution creative thinking in making measurement and data online will all be important small budgets go further. capabilities, as proving the in this recession. effectiveness of a channel — E-commerce players are to advertisers is going to be — Fast-track digital growing in power as ad even more important in a transformation to cater to platforms. Agencies should recession. the needs of the online understand how to build consumer. CMOs have a brands in these ‘walled real opportunity to lead gardens’. this process.