Marketing spend paused, reduced or was redirected during lockdowns. Teams reshuffled, and reconsidered what could be managed in-house and what to outsource. Clients needed flexibility to switch campaigns off and on, and adjust comms as the context changed.
The Agency Perception Survey by NZ Marketing and TRA puts some numbers around this. A third of marketers told us that Covid-19 impacted the way they engage with agencies. It likely impacted their marketing budgets too; 62 percent do not expect their budgets to increase this year. In 2019, more than half expected them to grow.
Yes, creative thinking