The marketing industry should prepare for a post-pandemic ‘dead cat bounce’
In the COVID-19 era, agencies and clients alike could be in for a world of change, argues Assembled group chairman Craig Hart.
It’s tempting to believe that the current uplift in pre-Christmas marketing activity we are likely to experience as the country emerges from the COVID restrictions is a true sign of economic recovery, or at the least a return to retail normalcy.
Unfortunately, this is unlikely to be the case. More probable is that we are experiencing a pre-Christmas ‘dead cat bounce’, which basically means the current uplift in marketing spend could be followed by a contraction of marketing spend.
