Les Binet, my very smart former colleague over at Adam&EveDDB in the UK has provided very valuable input for a paper from WARC on how brands can react to the crisis. There is a great short teaser read to be found for free as well – see the link below. Marketeers will be well advised not to make simple adaptations from past recession learnings. And same goes for the advice from agencies to clients to go „all in“ in advertising, as there is no 1-for-all-solution working for all businesses. This is neither a regular recession, but a broader, social crisis. As well as different business will have different issues to deal with. Some will need further demand, others might struggle with not even being able to be used right now. So strategy will be much about a fresh look and balanced approach to re-calibrating all 4Ps of marketing. There is a long version on WARC for download as well.