COVID Compendium for Global Marketers
COVID Compendium for Global Marketers
What actions are brands taking around the world?
In response to the COVID-19 outbreak we wanted to provide an open-source resource for brand owners and the wider marketing industry: a compendium of brand actions around the world.
We have taken creative license with the 6Ps of marketing to help group ‘marketer actions’ into topics that you can easily digest. The final sections consist of links to external information kindly provided by our partners which may also be of use.
This is designed as a global hub to provide inspiration. We would welcome information about your own experiences and actions (anonymously if you prefer). You can share your story here.
Go to initiatives about:
Promotion
Brand activity that boosts morale or discourages behaviour likely to boost transmission
Brands supporting the people that support their business
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Bayer: Heal the heroes
Read more about "Bayer: Heal the heroes"Bayer donates Bepanthen to care for the healers in #helptoheal campaign
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Free a(i)d time
Read more about "Free a(i)d time"SME scheme by Sky Media provides £2.5m of free advertising
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Qatar Airways - A Qatar above the rest
Read more about "Qatar Airways - A Qatar above the rest"Airline thanks health professionals with complimentary flights
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Grab - Grabbing fresh produce to protect farmers' livelihoods
Read more about "Grab - Grabbing fresh produce to protect farmers' livelihoods"Delivery app closes the gap between producers and consumers
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PepsiCo, Procter & Gamble - Banding together to protect local communities
Read more about "PepsiCo, Procter & Gamble - Banding together to protect local communities"P&G and PepsiCo join other brands in raising money for African American communities hit hardest by COVID
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Orange - Ads to say "hi" to granddad
Read more about "Orange - Ads to say "hi" to granddad"Orange donates airtime to let family members communicate with elderly relatives
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Airbnb makes good on its word to support former employees
Read more about "Airbnb makes good on its word to support former employees"Travel platform launches talent directory for those laid off due to COVID-19
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Singapore Tourism Board - Missing you already
Read more about "Singapore Tourism Board - Missing you already"A message from the tourism industry
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Tiger - Tiger Tiger, burning bright raising money, doing right
Read more about "Tiger - Tiger Tiger, burning bright raising money, doing right"Local alcohol brand supports its streets
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Nike - Keep on moving
Read more about "Nike - Keep on moving"Move Crew motivates kids to stay active
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Whirlpool - Helpful life skills for the whole family
Read more about "Whirlpool - Helpful life skills for the whole family"Chores don't have to be a chore when done together
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AXA - How to fund health services 101
Read more about "AXA - How to fund health services 101"AXA encourages employees to give to healthcare charity
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Barilla - Giving thanks
Read more about "Barilla - Giving thanks"Pasta producers' entire workforce proudly appears in print
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United Nations - UN calling
Read more about "United Nations - UN calling"Your world needs you to inspire healthy practices
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AB InBev - Beer pre-orders to support pubs
Read more about "AB InBev - Beer pre-orders to support pubs"Keeping local businesses afloat with the promise of pints
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P&G - Olympic-level training
Read more about "P&G - Olympic-level training"P&G Turkey puts 'Olympic moms' first as the athletes who never sleep
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Unilever - a friend in need
Read more about "Unilever - a friend in need"Global FMCG brand checks in on its partners
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IKEA - Influencers face up to the challenge
Read more about "IKEA - Influencers face up to the challenge"IKEA supplies the fabric, influencers supply the masks
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Netflix - Watching over the creative community
Read more about "Netflix - Watching over the creative community"Netflix creates support fund for workers in the creative community
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Jameson - Love thy bartender
Read more about "Jameson - Love thy bartender"Pernod tosses a coin to Bartenders' Guild
Brand activity that boosts morale or discourages behaviour likely to boost transmission
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L’Oréal teams up with Snap for video-call beauty filters
Read more about "L’Oréal teams up with Snap for video-call beauty filters"L’Oréal and Snap created augmented reality camera filters for people to experiment with hair and makeup looks on video…
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Mattel - #KeepPlaying
Read more about "Mattel - #KeepPlaying"The toy maker launches digital playroom and #ThankYouHeroes action figures line
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Molson Coors - For when you just need a moment to chill
Read more about "Molson Coors - For when you just need a moment to chill"Coors encourages sneaking away from Zoom chats with video tool
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Mastercard - Putting with pots and pans with PGA Pro Poulter
Read more about "Mastercard - Putting with pots and pans with PGA Pro Poulter"British pro golfer gives a virtual lesson on how to improve your putting game
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IKEA - A family's cushions are their castle
Read more about "IKEA - A family's cushions are their castle"IKEA releases manuals for transforming furniture into forts
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Mastercard - Teeing off virtually
Read more about "Mastercard - Teeing off virtually"PGA TOUR juggernauts duke it out in golf sim
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McDonald's, IKEA, Disney - Spilling the beans (and Swedish meatballs)
Read more about "McDonald's, IKEA, Disney - Spilling the beans (and Swedish meatballs)"Brands leaks the recipes behind their iconic snacks
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Boots - Ethical ad-tech and the land of Soap & Glory
Read more about "Boots - Ethical ad-tech and the land of Soap & Glory"Brand offers its soap to aid charity
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Carlsberg - Adopt a keg
Read more about "Carlsberg - Adopt a keg"Carlsberg launches initiative to support local bars
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Ferrero - quality time when #togetherathome
Read more about "Ferrero - quality time when #togetherathome"Kinder keeps parents and kids distracted during lockdown
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Reckitt Benckiser - Spreading facts
Read more about "Reckitt Benckiser - Spreading facts"Mucinex campaign washes customers' hands of fake news
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Budweiser - When was the last time you asked your friends "Whasssup?"
Read more about "Budweiser - When was the last time you asked your friends "Whasssup?""Classic 1999 ad resurrected to ask us to connect with each other
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Kraft Heinz - Flipping sausages for a good cause
Read more about "Kraft Heinz - Flipping sausages for a good cause"Barbecue with the neighbours at a safe distance
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Posters of positivity
Read more about "Posters of positivity"British brands keep up the nation's morale
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Unilever - 'Real beauty' during COVID
Read more about "Unilever - 'Real beauty' during COVID"Dove redefines beauty as courage to support health workers
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Frito-Lay - All brands on deck
Read more about "Frito-Lay - All brands on deck""I'ts not about brands. It's about people"
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McDonald's - an unskippable ad you'll be glad you watched
Read more about "McDonald's - an unskippable ad you'll be glad you watched"Handy advertisement explains best health practice
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L’Oréal, Essity, Reckitt Benckiser - Sending the right message
Read more about "L’Oréal, Essity, Reckitt Benckiser - Sending the right message"Brands unite to advise customers on sensible shopping
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Hasbro - Bringing home the fun
Read more about "Hasbro - Bringing home the fun"Instead of Nerfing advertising, Hasbro Play-does it online
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Burger King - Cooking lessons from the (Burger) King
Read more about "Burger King - Cooking lessons from the (Burger) King"Burger King helps you have it your own way by recreating the Whopper
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Unilever - Putting aside differences
Read more about "Unilever - Putting aside differences"Unilever promotes competitors for public good
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AB InBev - A(ir) time to save lives
Read more about "AB InBev - A(ir) time to save lives"AB InBev donates air time and marketing spend to the Red Cross
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Ikea - 'Stay Home Catalogue' for bored kids
Read more about "Ikea - 'Stay Home Catalogue' for bored kids"Furniture is fun in catalogue filled with activities for children
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The Coca-Cola Company, Ligo Sardines, AB InBev - Re-purposing ad spend
Read more about "The Coca-Cola Company, Ligo Sardines, AB InBev - Re-purposing ad spend"Brands put money where it's needed most
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IKEA - Staying home, staying safe
Read more about "IKEA - Staying home, staying safe"Ad tells us to take time to appreciate our home
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AB InBev, Carslberg, Pernod Ricard - Virtual clubbing
Read more about "AB InBev, Carslberg, Pernod Ricard - Virtual clubbing"Alcohol brands provide a good accompaniment to remote clubbing
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Estée Lauder - We can win this fight
Read more about "Estée Lauder - We can win this fight"Estée Lauder takes the fight to Weibo
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Chipotle - Virtual get-togethers over Mexican food
Read more about "Chipotle - Virtual get-togethers over Mexican food"Friends who Chipotle together, stay safe together
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Diageo - Raising spirits (and Irish stout)
Read more about "Diageo - Raising spirits (and Irish stout)"Guinness combats holiday blues by proudly wearing green
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KFC - KFC stops finger lickin'
Read more about "KFC - KFC stops finger lickin'"KFC pulls ad for contradicting public health advice
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Nike - Bringing the gym home
Read more about "Nike - Bringing the gym home"Working (out) from home
Brands changing their focus to deliver on critical needs
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Mattel - #KeepPlaying
Read more about "Mattel - #KeepPlaying"The toy maker launches digital playroom and #ThankYouHeroes action figures line
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adidas - Representing the #HOMETEAM
Read more about "adidas - Representing the #HOMETEAM"adidas offers virtual sessions to boost creativity and fitness
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OpenTable - OpenTable goes open restaurant
Read more about "OpenTable - OpenTable goes open restaurant"App adapts to cut down on waiting line woes
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Airbnb - Airbnb hosts virtual experiences
Read more about "Airbnb - Airbnb hosts virtual experiences"Cultural activities, direct to your home
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AirAsia - Sharing is caring
Read more about "AirAsia - Sharing is caring"OURSHOP becomes YOURSHOP for local businesses
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LVMH, L’Oréal - Beauty industry rallies to produce hand sanitiser
Read more about "LVMH, L’Oréal - Beauty industry rallies to produce hand sanitiser"More than a pretty face
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BOLT Amsterdam - Bundles of joy
Read more about "BOLT Amsterdam - Bundles of joy"BOLT delivering local growers' flowers
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AB InBev, Bacardi, Brown Forman, Carlsberg, Diageo, Heineken, Pernod Ricard, Super Bock, BrewDog - The secret ingredient
Read more about "AB InBev, Bacardi, Brown Forman, Carlsberg, Diageo, Heineken, Pernod Ricard, Super Bock, BrewDog - The secret ingredient"Alcohol brands pledge alcohol to make hand sanitiser
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Signature Brew - What's brewing in the box?
Read more about "Signature Brew - What's brewing in the box?"Singature Brew offers a portable pub package
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Shifting production to cheerful masks
Read more about "Shifting production to cheerful masks"Masks designed to spread joy
Price-related measures that brands are taking
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Tinder - Swipe, match, chat
Read more about "Tinder - Swipe, match, chat"All-access path to lonely hearts
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Hyundai - Reassurances in unpredictable times
Read more about "Hyundai - Reassurances in unpredictable times"New car owners receive some peace at mind
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BOLT Amsterdam - Bundles of joy
Read more about "BOLT Amsterdam - Bundles of joy"BOLT delivering local growers' flowers
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Amazon - Once upon a time at Amazon
Read more about "Amazon - Once upon a time at Amazon"Audible makes streaming book collections free
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Ford - Payment relief
Read more about "Ford - Payment relief"Ford proud to give customers a helping hand
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General Motors - Discounts for wellbeing
Read more about "General Motors - Discounts for wellbeing"GM keeps its customers safe through uncertain times
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Consumer Brands Association - Fighting price gouging
Read more about "Consumer Brands Association - Fighting price gouging"Association fights to freeze opportunistic price hikes on scarce essentials
Brands changing or transforming contact points to benefit the public
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L’Oréal teams up with Snap for video-call beauty filters
Read more about "L’Oréal teams up with Snap for video-call beauty filters"L’Oréal and Snap created augmented reality camera filters for people to experiment with hair and makeup looks on video…
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On a creative mission
Read more about "On a creative mission"UK agency group Mission has developed a mobile facility that will allow their teams to re-establish face-to-face client…
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Unilever - Gaming the lockdown
Read more about "Unilever - Gaming the lockdown"Unilever Russia hosts virtual job fair
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KFC - Fun twists on the Colonel's classics
Read more about "KFC - Fun twists on the Colonel's classics"KFC urges customers to get creative with their food
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Pernod Ricard - Positive vibes only
Read more about "Pernod Ricard - Positive vibes only"Making good memories under extraordinary circumstances
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Countdown - Click and Countdown
Read more about "Countdown - Click and Countdown"Sales staff become personal shoppers to meet online demand
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Kmart - Only the essentials
Read more about "Kmart - Only the essentials"Kmart opens online stores
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Häagen-Dazs - Swapping silver screen for sofa ice cream
Read more about "Häagen-Dazs - Swapping silver screen for sofa ice cream"A partnership made in heaven spices up film nights
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Ocean Outdoor - Out Of Home for those staying at home
Read more about "Ocean Outdoor - Out Of Home for those staying at home"Ocean offers free screen space to local businesses
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Ideal - Ideal makes the best of a nonideal situation
Read more about "Ideal - Ideal makes the best of a nonideal situation"Jeweller takes its store experience online
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Bacardi - Cocktails to your coach
Read more about "Bacardi - Cocktails to your coach"Bacardi raises the spirits of bars forced to close down
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Kiehl's and Deciem - Upskilling for good
Read more about "Kiehl's and Deciem - Upskilling for good"Beauty companies open online consultancies
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Modsy - Working from home like they do on TV
Read more about "Modsy - Working from home like they do on TV"AR gives your home office a facelift
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IKEA - An instruction manual on how to "STAY HÖME"
Read more about "IKEA - An instruction manual on how to "STAY HÖME""Some assembly required
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BrewDog - Going for a virtual pint
Read more about "BrewDog - Going for a virtual pint"BrewDog brings the pub experience to the virtual world
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Deliveroo, BP, Marks and Spencer - Partners for good
Read more about "Deliveroo, BP, Marks and Spencer - Partners for good"Brands partner to get the essentials to the self-isolating
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The Restaurant Association - Eating out by eating in(side)
Read more about "The Restaurant Association - Eating out by eating in(side)"Propping up the restaurant industry with a national takeaway
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Nike - Stay inside. Just do it
Read more about "Nike - Stay inside. Just do it"Social distancing solidarity from Nike
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Iceland - Supermarkets and banks protect the vulnerable
Read more about "Iceland - Supermarkets and banks protect the vulnerable"That's why NHS workers go to Iceland
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LUSH - Free hand-washing for the public
Read more about "LUSH - Free hand-washing for the public"This idea is the (bath) bomb
Some insights from our partners
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The Domino Effect: Bracing for Impact
Read more about "The Domino Effect: Bracing for Impact"Anticipating the cascading impact of the COVID-19 crisis on the advertising industry and client/agency relationships. By Bruno…
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On a creative mission
Read more about "On a creative mission"UK agency group Mission has developed a mobile facility that will allow their teams to re-establish face-to-face client…
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Predictions for a socially distant future
Read more about "Predictions for a socially distant future"Strategic consultants crystal ball gaze to predict the long-term effects of COVID-19 on consumers and business
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McKinsey & Company - Keeping it brief
Read more about "McKinsey & Company - Keeping it brief"Consulting firm keeps managers up to speed
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Kantar - Don't go silent
Read more about "Kantar - Don't go silent"How to read the room at this time
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WFA Webinar - Seven tips for sourcing
Read more about "WFA Webinar - Seven tips for sourcing"Adding value in a time of crisis
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Global Data Bank - Advice in a crisis
Read more about "Global Data Bank - Advice in a crisis"An offer for WFA members
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Observatory International - Observing your best interests
Read more about "Observatory International - Observing your best interests"An offer for WFA members
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Edelman - the private sector should play its part
Read more about "Edelman - the private sector should play its part"Trust barometer outlines public's expectations of brands
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WFA Webinar - How to adapt when a done deal comes undone
Read more about "WFA Webinar - How to adapt when a done deal comes undone"Tips for adapting sponsorship deals
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APR - Content fit for remote working
Read more about "APR - Content fit for remote working"APR advises on how to make top-quality content from a distance
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2CV - A heart-warming snapshot of human adaptability
Read more about "2CV - A heart-warming snapshot of human adaptability"Staff document life under lockdown
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GfK - Supplying the facts
Read more about "GfK - Supplying the facts"Report outlines impacts to supply chains
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Nielsen - FMCG: Fast-Monitoring Consumer Guidance
Read more about "Nielsen - FMCG: Fast-Monitoring Consumer Guidance"Nielsen keeps finger on the pulse of consumer behaviour
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Ipsos - Coronavirus in China: Impact and Recovery
Read more about "Ipsos - Coronavirus in China: Impact and Recovery"A model to follow for the future?
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Bain & Company - Tracking on a macro level
Read more about "Bain & Company - Tracking on a macro level"Modelling the course of the crisis
Some initiatives from our global network of industry associations
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TULI, Estonia
Read more about "TULI, Estonia"A T(r)ULI informative resource
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bvA, Netherlands
Read more about "bvA, Netherlands"Helping the industry zorg voor elkaar
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ABA, Brazil
Read more about "ABA, Brazil"Keeping members informed
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#Stay Home. Save Lives.
Read more about "#Stay Home. Save Lives."US Ad Council rallies the industry under one roof
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APAN, Portugal
Read more about "APAN, Portugal"Locally sourced inspiration
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ANDA, Colombia
Read more about "ANDA, Colombia"Welcome to the hub
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ANA, USA
Read more about "ANA, USA"Keeping members in the loop of the law
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ACA, Canada
Read more about "ACA, Canada"Consultations in Canada
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Union des marques
Read more about "Union des marques"Keeping media on the air
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UBA, Belgium
Read more about "UBA, Belgium"At your service
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Marketing Finland, Finland
Read more about "Marketing Finland, Finland"Remote knowledge and news
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Sveriges Annonsörer, Sweden
Read more about "Sveriges Annonsörer, Sweden"Hotline to the top
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PANA, Philippines
Read more about "PANA, Philippines"Backing brands that build the nation
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ANFO, Norway
Read more about "ANFO, Norway"Getting members on the right track
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ISBA, UK
Read more about "ISBA, UK"Advice from ISBA
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SZZV, Slovakia
Read more about "SZZV, Slovakia"Welcome to the hub
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CAA, Argentina
Read more about "CAA, Argentina"Insights for the new normal
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SDE, Greece
Read more about "SDE, Greece"Purpose manifest(o)