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It is unclear how long agencies can afford to go without clients buying media.

With the pandemic causing advertisers to put a pause on ad spending, this article takes a look at what this means for the agencies. Merkle’s Coleen Kuehn states that the conditions are “volatile, chaotic, uncertain and ambiguous”, in addition to being fast-moving.

Advertisers are avoiding going dark with communications. Instead, they’re having their agencies maintain awareness and reassure customers. Some agencies have taken to manage more “back-office” jobs like updating client websites and apps, organising email flows and backfilling creatives.

But with advertisers not buying media, agencies having settled into being more consultative. They’re tracking consumer media shifts, performing predictive analyses on possible economic scenarios and trying to make advertisers understand the implications of pausing ad spend.

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[4 minute read]

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