Brand passion: (From left) Azrani, Wee, Chacko, Khaw and Prabha at the IAA Malaysia webinar.
KUALA LUMPUR: A crisis triggers brand owners to reorient their marketing efforts, and usually, advertising and promotion (A&P) budgets are the first to be slashed.
However, contrary to conventional wisdom, brands that have an enhanced presence during a crisis, such as this pandemic, would be the ones to stand out post-recovery.
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