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    Articles of Interest: marketing during a crisis

    We know that planning marketing during and post-CV19 is challenging. The following provides insights and assistance for marketers and agencies in planning and managing their brands successfully.
    Based on how people are feeling, how should brands approach advertising during this ‘unprecedented’ crisis?

    News / Marketing during a crisis / 18th May 2020

    Based on how people are feeling, how should brands approach advertising during this ‘unprecedented’ crisis?

    Published mi3.com.au By Orlando Wood There has been no reduction in advertising’s ability to connect with people despite research showing the general deterioration of mood across the globe. Click here […]
    Lockdown paint advertising campaign is truly an inspiration

    News / Marketing during a crisis / 18th May 2020

    Lockdown paint advertising campaign is truly an inspiration

    By simply staying on air during the pandemic, Inspiration Paint’s retail sales are up 65% compared to the same period last year. By Mark Ritson Published theaustralian.com.au
    Marketers: What next? It’s a global question

    News / Marketing during a crisis / 13th May 2020

    Marketers: What next? It’s a global question

    If there’s any solace to be had right now it’s that marketers around the globe are being asked the same questions about how to manage the impact of COVID-19 and […]
    Marketers urged to keep up brand messaging during Covid-19

    News / Marketing during a crisis / 4th May 2020

    Marketers urged to keep up brand messaging during Covid-19

    A new campaign backed by an alliance of media outlets is urging brands not to wind back their marketing and advertising efforts in the midst of the Covid-19 pandemic. The […]
    What happens if I stop advertising during CV-19?

    News / Marketing during a crisis / 2nd May 2020

    What happens if I stop advertising during CV-19?

    Given the economic impact of CV-19, it’s tempting to cut advertising spend. While that may help to balance the P&L in the short term, it pays to consider the long […]
    Fortune favours the brave: The spoils will go to the brands having a go

    News / Marketing during a crisis / 24th Apr 2020

    Fortune favours the brave: The spoils will go to the brands having a go

    COVID-19 hasn’t dealt marketers an easy hand, yet many great Aussie brands have shown they know exactly how to play their cards, and they’re the ones who will come out […]
    Maintaining share of voice is key in recessions

    News / Marketing during a crisis / 13th Apr 2020

    Maintaining share of voice is key in recessions

    According to research by Ebiquity, advertisers that boosted spending levels in a recession gained 1.6 percentage points in market share in the first two years of a recovery. Published warc.com
    Australians are fine with your brand continuing to advertise, even if it’s not COVID-19 related

    News / Marketing during a crisis / 9th Apr 2020

    Australians are fine with your brand continuing to advertise, even if it’s not COVID-19 related

    In times of crisis, it can be tempting to go into containment mode. But there is a unique window for brands to show leadership and earn trust by maintaining their […]
    Brands advertising during CV-19: Bird’s Eye

    News / Marketing during a crisis / 6th Apr 2020

    Brands advertising during CV-19: Bird’s Eye

    As a ‘brand of reassurance’, Birds Eye feels a responsibility to stay on air and remain connected to consumers during the coronavirus pandemic. Bird’s Eye UK and Ireland marketing director […]
    If you’re in marketing, now is a time to spend, not bend

    News / Marketing during a crisis / 6th Apr 2020

    If you’re in marketing, now is a time to spend, not bend

    As long as there have been marketers, we have been studying advertising’s impact on sales during and after a recession. And what this study tells us is now is the time to […]
    The history of advertising in a recession

    News / Marketing during a crisis / 3rd Apr 2020

    The history of advertising in a recession

    History provides plenty of examples of brands that have successfully navigated recessions. Case in point, during the 1991 recession, in the US, McDonald’s dropped its advertising budget. Pizza Hut and […]
    Planning for the spring back

    News / Marketing during a crisis / 2nd Apr 2020

    Planning for the spring back

    Start preparing now for the Rocking ‘20s – life after CV-19 – by making marketing what it should be and was before we slipped into treating media as an expense […]
    Advertising through a recession

    News / Marketing during a crisis / 1st Apr 2020

    Advertising through a recession

    ‘Going dark’ and focusing on short-term price promotions during a recession are strategies that will be counterproductive as they erode brand equity measures, stifle growth, and put brands at competitive […]
    Nielsen: How marketers should be dealing with the coronavirus

    News / Marketing during a crisis / 1st Apr 2020

    Nielsen: How marketers should be dealing with the coronavirus

    Consumers homebound by the pandemic are having an immediate impact on brands, according to analysis by Nielsen with global research highlighting how pulling back on advertising spend will cut expenses […]
    Navigating TV advertising during and after coronavirus

    News / Marketing during a crisis / 31st Mar 2020

    Navigating TV advertising during and after coronavirus

    TV advertising will have a critical role to play in the coming months and advertisers will need to look at existing creative to ensure it speaks to current sensitivities. Short- […]
    Brands should take opportunity ‘to shine’

    News / Marketing during a crisis / 31st Mar 2020

    Brands should take opportunity ‘to shine’

    According to GfK’s client strategy director Joe Staton, this is the time for known brands to come into their own as consumers look for certainty and reassurance. By Ellen Hammett […]
    Crisis a ‘time to build brands’

    News / Marketing during a crisis / 30th Mar 2020

    Crisis a ‘time to build brands’

    Industry executives are urging brands to connect with home-bound con­sumers, who are ferociously consuming media, and to start planning now for the recovery. By Lilly Vitorovich Published theaustralian.com.au
    COVID-19: How the media is driving behaviour change

    News / Marketing during a crisis / 30th Mar 2020

    COVID-19: How the media is driving behaviour change

    Behavioural science has important lessons for how media is used during the ongoing pandemic and brands can benefit from these learnings.  By Michaela Jefferson Published mediatel.co.uk
    Australia’s TV broadcasters respond to COVID-19

    News / Marketing during a crisis / 30th Mar 2020

    Australia’s TV broadcasters respond to COVID-19

    From advice on how to tackle the marketing challenges presented by the coronavirus to messages of hope and solidarity, ThinkTV has collated the responses from Australia’s TV broadcasters as they speak to […]
    Brands must desist from freezing advertising plans: Kantar

    News / Marketing during a crisis / 30th Mar 2020

    Brands must desist from freezing advertising plans: Kantar

    Kantar estimates a six-month absence from TV will result in a 39% reduction in total brand communication awareness, potentially delaying recovery in the post-pandemic world. By Rahul Sachitanand | Published […]
    Defending your marketing budget in times of COVID-19

    News / Marketing during a crisis / 30th Mar 2020

    Defending your marketing budget in times of COVID-19

    If your budget is under threat, the CFO may not understand that although cutting brand-building investment may have a short-term impact on the bottom line, it will be detrimental for […]
    Kantar research finds national media channels are the most trusted information source

    News / Marketing during a crisis / 27th Mar 2020

    Kantar research finds national media channels are the most trusted information source

    Kantar’s latest study, ‘Covid-19 Barometer,’ examines how the pandemic is influencing consumer attitudes, behavior, and expectations, along with how advertisers should respond to stay relevant in these times. By Nathan […]
    Step up and focus on the silver lining

    News / Marketing during a crisis / 27th Mar 2020

    Step up and focus on the silver lining

    Research by The Lab and Nature Research confirms that people expect brands to step up, to lead by example, to be part of the collective good in such uncertain times. And for brands looking […]
    During COVID-19, Aussies are choosing trusted brands that deliver safety and value

    News / Marketing during a crisis / 27th Mar 2020

    During COVID-19, Aussies are choosing trusted brands that deliver safety and value

    New research from Kantar suggests Aussies want brands to focus on affordable pricing, deals and promotions, easy availability of products and services (especially, supermarkets, banking, FMCG) and products and services […]
    How to leverage brand purpose in the grip of COVID-19

    News / Marketing during a crisis / 26th Mar 2020

    How to leverage brand purpose in the grip of COVID-19

    Right now, brands should be thinking about how to use their marketing for public good and that means messaging should change to be about how they can help people through this […]
    Peter Field: Going dark is no way forward

    News / Marketing during a crisis / 26th Mar 2020

    Peter Field: Going dark is no way forward

    The Godfather of effectiveness, Peter Field, says the only sensible course for any advertiser who wants to maintain a presence through CV-19 is putting money into long-term brand building because […]
    Companies and leaders will be judged on how they respond to the coronavirus crisis

    News / Marketing during a crisis / 26th Mar 2020

    Companies and leaders will be judged on how they respond to the coronavirus crisis

    Many sectors will not have the capacity to think beyond their own survival, but some will and they will be judged on whether they stood up in a time of […]
    Now is the time for brands to lean in

    News / Marketing during a crisis / 25th Mar 2020

    Now is the time for brands to lean in

    Nielsen forecasts a 60% rise in media consumption and recommends brands and agencies adjust the products being marketed as well as the tone in which messages are delivered to account for this shift in behaviour. […]
    How should your brand respond to COVID-19?

    News / Marketing during a crisis / 25th Mar 2020

    How should your brand respond to COVID-19?

    Kantar research finds the long-term prognosis for many brands will be uncertain if they don’t respond correctly to the COVID-19 pandemic. By Joe Mandese Published mediapost.com
    How to advertise during COVID-19

    News / Marketing during a crisis / 25th Mar 2020

    How to advertise during COVID-19

    By Rob Clapp Published warc.com As new media consumption habits take hold and brands grapple with whether the best approach is short-term sales activation or long-term brand building, research by […]
    The optimal media mix during COVID-19

    News / Marketing during a crisis / 24th Mar 2020

    The optimal media mix during COVID-19

    By Emma Black and George Groves Published mumbrella.com.au Research by McCann Melbourne shows where ad dollars are working hardest during the crisis and how to optimise campaigns to accommodate social […]
    Consumers want reassuring brand messages during COVID-19

    News / Marketing during a crisis / 23rd Mar 2020

    Consumers want reassuring brand messages during COVID-19

    Research by the American Association of Advertising Agencies reveals consumers want messages that are “reassuring from the brands I know and trust,” with 40% of survey respondents interested in what […]
    What marketers should do as the apocalypse hits

    News / Marketing during a crisis / 22nd Mar 2020

    What marketers should do as the apocalypse hits

    Businesses are facing similar challenges: how to engage with nervous customers, how to loosen spend in nervous markets, how to position solutions and the best strategies to launch products when attention is […]
    Know your customers and empathise with their world

    News / Marketing during a crisis / 20th Mar 2020

    Know your customers and empathise with their world

    By Barry O’Brien Published mumbrella.com.au Barry O’Brien thinks we’re currently living through the toughest times of this century, at least. O’Brien explains why brands need to maintain their level of […]
    To spend or not to spend?

    News / Marketing during a crisis / 19th Mar 2020

    To spend or not to spend?

    By Daren Poole Published marketingmag.com.au Learnings from the GFC suggest continued advertising spend will help brands to remain strong and recover quickly but the decision should be made on a […]
    Staying Put

    News / Marketing during a crisis / 16th Mar 2020

    Staying Put

    Published nielsen.com The impact of social distancing is already driving a shift in media consumption habits with Nielsen noting that staying in our homes can lead to a 60% increase […]
    COVID-19: Three scenarios for the impact on media planning

    News / Marketing during a crisis / 4th Mar 2020

    COVID-19: Three scenarios for the impact on media planning

    Brands and agencies should be preparing strategies for three potential outcomes driven by COVID-19. By James McDonald | Published warc.com
    Stay connected with your customers

    News / Marketing during a crisis / 5th Sep 2019

    Stay connected with your customers

    By Brad Adgate Published forbes.com Numerous studies show the advantages of maintaining or even increasing ad budgets during a weaker economy. Historically, advertisers that maintained or grew their ad spending […]
    Committed: Exploring millennials’ meaningful relationship with TV programming

    News / Marketing during a crisis / 19th Sep 2018

    Committed: Exploring millennials’ meaningful relationship with TV programming

    Published thevab.com In moments of crisis, emotional attachment to TV programming sees viewers turn to multiscreen television. A survey by the VAB shows how viewers demonstrate their commitment, engagement and […]