2020 challenged our lives in ways we never imagined, from figuring out how to have anything and everything delivered to our doors to annual leaves spent in our living rooms, to family gatherings conducted over video conferencing software. The same is true for brands and the way they operate, communicate and sell to consumers.
The global pandemic led many brands to re-evaluate their operating models as well as current and future advertising and marketing strategies. Worldwide, brands felt the pinch in the form of shrinking budgets and uncertain financial prospects.
Research(1) has shown that brands that continue to advertise and communicate in times of recession not only fare better d
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