dentsu China: Brand Resilience and Prosperity in the COVID Battlefield
dentsu China’s latest report provides a unique insights from the industry and marketers from over 100 survey respondents across the dentsu China group. The insights and implications in this report will support their critical decision making as they plan a roadmap to get ahead of the COVID recovery curve.
• Sentiment among marketers is optimistic with 54% anticipating only a short-term change.
• Compared with the 2020 experience, broader and stricter COVID measures and logistics restrictions have resulted in a more sudden impact on brands.
• Due temporary impact on sales, savvy marketers will be more focused to reprioritize investment patterns rather than reduce spend.
• As in 2020, marketers expect to see a V-shaped recovery, while this will differ depending on the category.
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