3 months in, how COVID-19 has permanently changed marketing

Updated: Apr 27

CMOs are already applying some hard lessons learned in the pandemic's early days to other crises, such as the current protest movement — but some of their confidence might be misplaced.

Even as the novel coronavirus continues to spread around the globe and civil unrest surges in the U.S., analyses indicate that ad spending has potentially hit bottom, positioning the battered marketing sector for a rebound in Q3. Through months of turmoil, CMOs have proven surprisingly resilient and frequently savvy, using a period of deep uncertainty to realign their brands around purpose, provide essential goods and services or simply act as a voice of reason at a time when disinformation is high. Still, as things start to reopen, brands are returning to a world where almost all facets of business have been fundamentally reset, including how they engage consumers.