AdFocus: Strong partnerships pay dividends during times of crisis
Those businesses that continue to advertise and keep their brand alive during a crisis tend to reap rewards in the long term
Advertising globally is set to suffer a decline in revenue as a result of the Covid-19 pandemic. A shrinking pie means that brands will need to offer consumers a clear value proposition. Despite the constrained environment they need to continue to invest in advertising and marketing. Past experience has shown that those businesses which continue to advertise and keep their brand alive during a crisis tend to reap rewards in the long term. What is critical, however, is to be clear about what makes your brand unique and to ensure that your advertising is authentic.
These were the overarching take-outs of a recent digital conversation with the AdFocus 2019 Awards Partnership of the Year winners, M&C Saatchi Abel and Nando’s, moderated by the 2019 AdFocus Awards chair Phumi Mashigo...