In our fifth episode of our Ask the Experts series titled “Agile Decision Making”, Claudia Sestini, Global CMO of Gain Theory, discusses best practices and advice for being agile in the face of changing priorities with a full panel of industry experts.

With regards to pivoting marketing strategy at the right pace and place, Claudia Sestini asks:

“What examples of agility have you seen this year and what advice do you have for marketers to become more agile in the coming months?”

Panel Guests:

Georgia Thodey, Head of Brand and Media Planning at NatWest Group

Matt Hill, Research and Planning Director at Thinkbox

Matt Chappell, Senior Partner at Gain Theory

Key Takeaways:

Know your fundamentals: know your goals, know your strategy, and know when/how to say, “no” to ensure you stay on the correct path and are able to move nimbly in the right direction.

“Covid” advertising examples:

  • The best Covid-related advertising examples this year were created by brands that have clear brand structures, brand identities, and distinctive assets during “normal” times – and have managed to mold their Covid communications around those brand basics to reflect the new reality in our evolving “new normal”.
  • Some brands were already well-poised and well-spoken about caring for their communities prior to the pandemic, which allowed them to perform even better and more authentically during these times where CSR and a brand focus on giving back to support communities is important to consumers.

Other topics addressed in the “Agile Decision Making” Ask the Experts Session: 

To stream the full video click here.  


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