Few could have predicted how 2020 would turn out. The COVID-19 pandemic has shaken the business landscape and presented marketers with a challenge for which there is arguably no existing playbook.
This year’s dentsu CMO survey was undertaken in May-June 2020. This was a pivotal inflection point where brands were gauging the success of their emergency measures whilst starting to think about how to move forward in the new normal. In this research we identify the best practices that will be implemented by leading marketers as they look to steer their brands towards recovery and future growth.
As the dust settles, numerous questions confront today’s CMO: If marketing budgets are under threat, how can we balance protecting the business and safeguarding the brand?