ADAPTING TO NEW MARKET REALITIES : How brands should think about advertising during and post COVID-19"

It goes without saying that we are experiencing unprecedented times, as COVID-19 changes the way we live in the world and how we make purchase decisions. Our generation has never experienced such a challenge.

The purpose of this document is to try to set out how brands prepare for these uncertain times, based on evidence from the past in an attempt to take some learning to help draw a conclusion on how advertising might be affected in the future.