Survey: Covid-19 global response (June 2020)

WFA members can download the full survey results here.

This second wave of research builds on WFA's first survey in March and its second iteration in April by again once again asking senior multinational marketers on their continued responses to the global Covid-19 epidemic.

The survey was conducted in the first full week of June and attracted responses from senior marketers in 35 companies representing approximately $US65billion in annual media & marketing spend. Sixty percent of respondents held global positions with 40% in regional roles.

Key Take-outs
• Delaying of campaigns continues: around 40% deferring by 6 months, similar to the previous wave in April;
• Vast majority (78%) now have ‘response campaigns’ live (up from 68% in April and 32% in March);
• Negative sentiment persists but nearly 1 in 3 advertisers have a positive outlook for the business environment in the next 6 months;
• Most respondents trying to maintain business as usual with agencies:
   • 53% updated scopes so agency work can be done remotely;
   • 53% went ahead with planned pitches;
• Increase in trend towards brand partnerships with 41% trying to establish agreements;
• 67% already underway with marketing transformation journeys a result of the crisis.

WFA members can download the full survey results here.

For more information, please contact knowledge@wfanet.org and also view WFA's Covid Compendium.