They obviously have the least to lose, but creatives are showing that we all need to get behind first-party insights.
That's how execs are warning the next month will pan out as ad spending contracts by as much as 50%.
We must applaud our key workers, but also call out the growing number of fake news sites and outright attempts to scam the vulnerable.
Brands can get their messages boosted by celebrities who, like the rest of us, suddenly find they have time on their hands.
They're telling marketers they need to up their game on e-receipts and extra features from a VIP shopper club.
If you're trying to convince clients they can spend their way out of this pandemic, get real. Focus on helping rather than selling.
Grocery deliveries are up a little, but frightened consumers are ordering fewer online meals as the economy takes a huge hit.
And when Britons look for COVID-19 news, it's on the ad-free BBC.
The personal touch of an event has gone, so marketers are reacting by switching out generic campaigns for far more personalised messaging.
The latest figures back up this assumption, as nearly all national newspapers show audience growth.