How Executives Kept Their Marketing Going Amid Pandemic-Driven Budget Cuts

In survival mode, retail and restaurant chains had to do more with less

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When the Covid-19 pandemic arrived in the U.S. in March, retail and restaurant chains quickly went into survival mode.

Physical storefronts were largely shuttered for nonessential services, which meant many consumer-facing companies would burn through piles of cash on rent and mortgages to stay afloat as revenues and profits took a hit. With that, marketers were forced to slash or reallocate their marketing spend in order to preserve cash.

“It certainly has been an interesting time for marketers in the middle of a global pandemic, and a challenging economic environment for our customers,” said Carl Loredo, CMO of Wendy’s.

For businesses, changes came quickly and didn’t stop, said Burke Morley, vp of brand and executive creative director at mattress maker Purple.



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