Brandchannel has been regularly publishing articles on strategies and tactics which brands worldwide are applying in the corona crisis since March 2020.
One of the articles published in May 2020 contained the results of new research from the World Federation of Advertisers (WFA).
Therefore 89% of large multinational companies have deferred marketing campaigns this month, up from 81% in March. 52% of marketers said they’ll now hold back ad spend for six months or more, compared to just 19% who mulled taking similar medium-term action last month. In line with advice to keep spending in a time of crisis, some 62% of respondents agreed it was critical for brands not “to go dark” during this period. However, there were still dramatic cuts to spend overall in April.
Discover the latest brand moves like from Facebook, IKEA, Airbnb or other brands around the globe.