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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.
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 […]

Brands advertising during CV-19: Burger King

News / Marketing during a crisis / 13th Apr 2020

Brands advertising during CV-19: Burger King

Burger King is one of the brands that pivoted to respond to changing consumer behaviour with CMO Fernando Machado telling Digiday the brand changed tack creating new assets in 72 […]

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 […]