Executive Summary

As I write this, it looks increasingly certain there’s going to be a recession. It will probably be different to ‘normal’ recessions, but many of the lessons about advertising from previous recessions still apply:

1. Continuing to invest in brand advertising is recommended (if resources are available) but there is a diminished role for short-term sales activation in the current crisis due to consumer demand patterns, with a few exceptions. Data from the 2008 recession shows the value of investing in the brand.
2. Featuring humanity and generosity in advertising are advised: the use of emotions and humor can be helpful.
3. Demonstrating humanity and generosity through behavior is also advised: brands should ask themselves the question, ‘how can we help?’

Keep Calm and Carry On

Even as we wait to discover just how great the impact of the COVID-19…