Ad guru Martin Sorrell sees 'aggressive' marketing campaigns starting as lockdowns are lifted
in its latest quarter that then translated to higher online sales. As stores started reopening in the country, foot traffic quickly returned to prior-year levels and its digital business accelerated further. "I do think those are good examples of where you make adjustments during the lockdown period … and you reap the benefits," he stated. He expects a V-shaped recovery in some sectors and said that brands should take advantage of the relatively cheap price of online media.
Shopping online and TV streaming have both been boosted as people stay at home, and Sorrell expects the e-commerce spike to continue. " saw a massive upsurge in the Chinese consumers' acceptance of online during SARS because for the first time they were ordering essentials or groceries or whatever online and they saw how easy it was to do. Once you go on there with an account, you carry on doing it," he stated.
Some ad agencies advocate upping marketing spend during downturns, with the idea that advertising stimulates sales, but for Sorrell, this approach is sector dependent. " the advertising and marketing services industry traditional response to a recession or crisis is spend, spend, spend. I think that's wholly inappropriate and irresponsible and impractical actually when clients of ours are going through such a tough crisis.
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