In our latest Forbes column, C200 member, Janet Muhleman, CFE, shared her insight on the challenges COVID-19 has brought to marketers and how her agency, REGROUP, has helped clients pivot their messaging to focus on actions.

Timeliness and relevancy have become key ingredients in modern marketing, but when all marketers are focused on the same challenges, that reflection alone is not enough to truly stand out from the crowd. Empathy and cultural awareness are not a bad reflection on the advertisers when done authentically, but a sea of sameness has diluted the message and consumers are moving on quickly. The speed with which these changes in consumer attitudes and corporate marketing are occurring is fueling a need to listen, respond, and even anticipate their sentiment in record time to drive messaging and action.

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