Freeze ads, and lose years
Companies that ‘go dark’ by withdrawing their advertising budgets during the Covid-19 crisis face a slump in profits, and it could take up to five years for them to catch up with their rivals
23 July 2020 - 05:00
Brands and the ad agencies that build their campaigns face a new reality: the crisis brought on by Covid-19 is no longer about playing a waiting game. It is now a question of day-to-day survival.
In a new report entitled "How Brands Can Win in a Recession", agency Wunderman Thompson says in spite of all instincts to the contrary, this is the worst time to go dark and constrain creative output...
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