Authentic empathy – How marketers can respond effectively to COVID19 (Europe & Americas)

Businesses' response to the COVID-19 crisis should be primarily to help support communities and to protect their employees. But that does not necessarily mean ceasing all marketing spend. In these uncertain times people are understandably preoccupied with health and personal finance and there is widespread concern that people may respond differently to advertising.

How do you know:

If brands in your category should advertise during a time of crisis?
If you continue to invest what form should your content take?
Which creative routes will resonate emotionally given the crisis?
Should you talk about coronavirus or take a ‘business
as usual' approach?

To find out how people are emotionally engaging with content we draw on a variety of sources, including the world’s largest repository of data on emotional response to ads, and have re-tested a range of ads researched prior to the crisis.

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