For marketers, disruption has become a way of life. Increasing customer knowledge and sophistication, globalisation of markets, climate change, digital transformation and evolving business models are just some of the disruptive influences marketers continue to navigate. The Covid-19 pandemic, however, is different because of its rapid and wide-ranging impact, forcing businesses to change their operating procedures and adapt their long-standing and, in many cases, well-proven go-to-market strategies almost overnight. Businesses have been forced to find new ways to interact with their customers and employees and accelerate digital transformation.
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