Possible Marketing Responses to War Scenarios | Adweek Possible Marketing Responses to War Scenarios | Adweek
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Possible Marketing Responses to War Scenarios

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BENIGN

• Go dark as first response during initial military action.

• Rigorously assess current messaging for possible sensitive content.

• Resume communications as normal as soon as immediate conflict subsides.

INTERMEDIATE

• Go dark as first response during initial military action.

• Rigorously assess current messaging for possible sensitive content.

• Consider topical messaging as appropriate as communications resume.

WORST CASE

• Go dark and remain dark (with the possible exception of Internet messaging).

• Consider response marketing (provision of supplies, etc.) or alternative avenues in the event that regular communications channels are unavailable.

• Be ready to leverage industry or philanthropic relationships.