Over the past five years, brand marketers and ad agencies have learned to manage chaos, even if it’s not easy. As the current economic climate is shaken by tariff disputes, industry experts are drawing comparisons to the early days of the COVID-19 pandemic.
Jeremy Whitt, executive media director at Hanson Dodge, emphasized the importance of remembering how unprepared marketers were in March 2020 and suggests that similar agility and caution are needed now. Companies are being advised to incorporate contractual provisions and maintain flexibility in toggling between brand and performance marketing as conditions shift.
Pandemic-Era Lessons Equip Marketers to Navigate Uncertainty Amid Tariffs and Market Volatility
Several marketing executives agree that the COVID-19 crisis has essentially trained the industry to be adaptable. Carrie Tropeano of Mekanism and Katya Constantine of Digishopgirl Media both echoed the idea that pandemic-era planning has prepared them for today’s instability.
However, unlike during the pandemic, there is no government stimulus to soften the blow, making the current challenges more financially precarious. Still, the strategic muscle built during 2020 is helping marketers respond more swiftly to changing circumstances.
Marketers Apply Pandemic Playbook to Tackle Tariff Turmoil and Economic Instability in 2025The stock market’s volatility has mirrored the uncertainty caused by ongoing tariff tensions. For instance, markets briefly rallied when exceptions were made for key tech products like smartphones and chips. Despite such movements, the long-term impact remains unclear, and marketers are continuing to operate in a constant state of planning and re-planning. The lack of a defined endpoint has forced the industry to embrace a limbo state, making solid long-term planning difficult.
Strategic Flexibility and Forward Planning Drive Marketers Through Ongoing Tariff-Driven Economic Uncertainty
While President Trump’s temporary pause on reciprocal tariffs provided some short-term relief, marketers haven’t shifted from their cautious stance. According to Whitt, most are preparing for continued instability, assuming that the pause is temporary. Agencies like Mekanism are using tiered planning models — “good, better, best” scenarios — to help clients adapt regardless of how the tariff situation evolves. These models aim to keep brands present in the market while controlling spend based on changing conditions.
Beyond client strategies, agencies are also evaluating the broader impact on their own operations. Leaders like Danielle Wiley of Sway Group are analyzing which industries might be shielded from the chaos to better support their business partnerships. Marketers are increasingly relying on advanced tools like media mix modeling and attribution solutions to optimize overall marketing efforts. While anxiety is widespread, most professionals aren’t panicking — instead, they’re preparing for whatever comes next, with eyes on the future and a readiness for the unexpected.
