KELLY MACDONALD, chief marketing officer, General Motors Middle East & Africa
There’s no sugarcoating the challenges the automotive industry has faced globally as a result of the Covid-19 pandemic. However, amongst the challenges we have also been presented with many opportunities and a time to reassess our marketing efforts going forward to truly drive brand purpose in these unprecedented times.
As marketers, our primary objective is to create desire and excitement and drive product demand. When faced with the global pandemic, this immediately stopped being our priority. Instead, we shifted our focus to how we could
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