DDB Latina Presents 'How to Navigate Covid-19: Survival, Adaptation and Recovery'

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Les Binet, head of effectiveness at Adam & Eve/DDB London, explains why this is not a normal recession and offers solutions for brands to effectively face it
DDB Latina Presents 'How to Navigate Covid-19: Survival, Adaptation and Recovery'

DDB Latina presents a second virtual event where Les Binet, considered one of the top global leaders in marketing effectiveness, shares his diagnosis and predictions about the pandemic, the impact it will have on brands and the path brands will have to navigate to overcome it. The discussion, based on his recent and successful white paper 'How to Navigate the Covid-19: Survival, Adaptation and Recovery,' will take place next Wednesday, June 17th, at 12 noon (EDT).

During the webinar, Les explains why he defines this situation more as a war than a recession and offers a framework of questions for brands to assess their particular situation and help them resolve it in a sustainable way over the long-term. 

"The strategy of each brand should be tailored to each business and should evolve as its particular crisis unfolds," shares Les, head of effectiveness at Adam&Eve/DDB, where he runs DDB Matrix, the network’s econometrics consultancy for projects around the world. “For some companies, changing habits is an opportunity; brands that market well during a crisis can acquire new users, expand their market share (or even the size of the market) and become stronger once it is all over,” he adds.

The expert in brand building and long / short-term sales results, shares questions and keeps the conversation going with clients and guests at the event about the supply limitations that brands must face today and how they will evolve in the coming years; how the crisis will affect the demand for products and services in the short / medium / long-term; the use of the four Ps of marketing to keep supply and demand synchronised; the possibility of changing the combination of products and services that brands offer; the importance of reinventing oneself, adapting and having flexibility as a company in addition to other factors that companies must take into account when designing their own strategy. In addition, Les will discuss the importance of analysing in detail what each brand could do to contribute to the collective effort, even if the effort is not going to 'pay' in the short-term, we must think creatively about how to use our people, assets and marketing to save lives, reduce suffering and raise public morale.

"Brands must accelerate a defined 'purpose' that portrays them in a human way to generate meaningful connections with people, especially in times of crisis like this,” shares Juan Carlos Ortiz, president of DDB Latina. “Creativity is, and always will be, not just the mother of optimism, but the best brands’ partner,” he adds. 

If you are interested in attending the event, please contact Angela Henao (angela.henao@mia.ddb.com) to reserve your spot.


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DDB Latina, 2 months ago