They say that, when times get tough, the tough get going. And that’s probably why, in a time where many companies have reduced or even stopped spending on marketing efforts for fear of COVID-19’s impact, we’re seeing a growing number of companies turning the current situation to their advantage.

Right now, companies are in a battle for market share and, in some cases, survival. Some, however, fight smarter than others.

Watching our clients around the globe during the past month, we have noticed three different ways people are reacting to these tough times: