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When is it ever okay to leverage a crisis for marketing?


Good opportunity? Or opportunist? We will discuss and debate when - if at all - it's okay to leverage a crisis for marketing.
Bangunan Perdagangan D6 @ Sentul East Unit 1-9 800 Jalan Sentul 51000 Kuala Lumpur

One guerilla marketing tactic is to create communications campaigns that tap into contemporary issues. The idea is to benefit from instant awareness.
But all too often, companies end up apologising for shameless profiteering from the misfortune of others.
So, where do you draw the line between a campaign that is topical and relevant, and one that is in bad taste?

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