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Most brands, across all sectors, are struggling to continue with pre-Covid-19 media spend. But it is interesting to note that brands that retained prominence and equity in the 2008/2009 financial crisis were nine times more likely to stage a quick recovery than those that did not. And that, says global research company Kantar in a new study, is a critical guide for brands struggling to keep their heads above water during the pandemic.

The starting point, says the study, is to acknowledge that there has been a radical change in consumer behaviour...

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