Collaborative marketing during the COVID-19 crisis – how should brands work together?

Lazada Malaysia CMO Diana Boo offers a framework for fellow marketers on collaborative marketing during a pandemic and advocates for an approach that looks beyond spotting new consumption trends and profit.

Why it matters

The only way to weather this tumultuous storm, is to do so together and one way of achieving this is through collaborative marketing.

Takeaways

  • The priority should not be profit-oriented. That may sound strange and counterintuitive, but right...