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WARC GUIDE 1

• What this Advertisers Agencies Media Owners

means for: — Invest in advertising, if you


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.

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