The past weeks have been filled with extraordinary challenges. But what we know for sure is that the crisis will eventually pass. Ogilvy has been working with its clients on the short term challenges but also reviewing potential learnings from past events such as SARS to explore how some brands found ways to rebound stronger, how new business models were shaped during crisis and how bold moves and timely investment enabled winning brands to gain disproportionate share. We believe, and history supports this, that agile and competitively-minded brands that get it right in the tough times, can capture competitive share and be best-placed to capitalise on the eventual rebound and beyond.

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