This piece reflects the current position as of Friday 20 March 2020 - the day of recording. In this almost unprecedented situation, it is hard to give definitive advice; the following is based on experience from past crises, emerging evidence and third-party sources.
It’s been proven that an increase in marketing spend during a recession can gain a long-term advantage for a brand. But COVID-19 has changed the business landscape almost overnight and prompted talk of recession – many brands are now constrained by budgets and circumstances and can’t use this strategy. Kantar’s Global Head of Creative Development Daren Poole talks to Brian Walker-Catchpole about whether brands should be slowing down marketing spend during crisis or whether there are long-term advantages for brands to continue business as usual.

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