Industry vets’ dos and don’ts to managing chaos when ‘attention is essentially on clearance’

It’s difficult to know how marketers should manage this current moment. It’s not just a matter of a potential economic downturn that could hurt consumer sentiment and ultimately consumer spending. It’s not just tariffs and the topsy-turvy nature of the Trump administration. It’s a lot for marketers to manage. Even though they expect chaos, they need guidance.

To get a sense of how some marketers, agency execs and industry analysts are figuring out this moment, we asked them for their dos and don’ts. Here’s what they’re thinking from industry players who’ve managed the chaos before: 

Kerri Kauffman, CMO of Willow Innovations

Do: Continue to be flexible. Don’t be afraid to move dollars around and try as hard as you can to preserve your total budget. Being open to trying new things, testing, continuing to test, pivoting and thinking about optimization [are important.]

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