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It’s all about being proactive right now. Think of why ads and messaging should be running 2 week and 3 months from now. Stuff very different from what makes sense today. It’s almost like a choose your own adventure. Prepare campaigns for different use case scenarios and be ready to pull the trigger depending on where things are going and public sentiment.
There’s going to be a lot of tone deaf brands over these next few months... make sure your client isn’t one of them.