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Marketers are urged to keep up brand messaging during COVID-19

4th May 2020: A new campaign backed by an alliance of media outlets is urging brands not to wind back their marketing and advertising efforts amid the Covid-19 pandemic.

The ‘When they go dark, the spotlight is yours’ campaign, inspired by a similar initiative from the UK’s Institute of Practitioners in Advertising (IPA), says brands can gain competitive advantage by maintaining advertising during this crisis. Premium Content Alliance CEO, Kim Portrate, told CMO “an analysis of advertising spend during past recessions shows brands that continue to advertise when their competitors go dark see increased market share”.

By Rosalyn Page
Published cmo.com.au

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