'Agile muscle memory’: How the pandemic’s delta variant made marketers and agencies apply newly learned flexibility



As the delta variant of COVID-19 has spread in recent weeks, some of the headway of a return to normalcy is rolling back out of necessary caution. However, despite the potential uncertainty of the next few weeks and months due to the variant, marketers and agency execs aren’t pressing pause on advertising as they did when the pandemic began. That’s because the focus on flexibility that has been built into ad deals as well as ad strategies over the last year-and-a-half has remained, making it easier for advertising to be adjusted on the fly as consumer sentiment changes, according to agency execs and marketers.

‘Flexible’ is now a tenet for any plan, for the next few months or for a multi-year approach

Kari Shimmel, chief strategy officer at Campbell Ewald

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