Watch the panel here. Major global advertisers such as GSK and Shell almost immediately switched funds toward CTV and mobile at the expense of outdoor, out-of-home and cinema when the pandemic broke, according to Carolyn McKeever (global head of customer marketing media and CRM for Shell) and Dominic Barnard (programmatic media lead for GSK at Digitas). "Out was out, and it was suddenly all about the indoor media, which is why radio has thrived alongside CTV and social," says McKeever, adding that Shell's own channels – CRM, launch programmes and apps – have also proved vital. Sarah Baumann, managing director of VaynerMedia, says she had banned 'the new normal' and other new clichés around the coronavirus subject. As campaigns were shelved, she says one of the agency's new tasks – particularly for NatWest bank – was to relieve pressure on call centres by directing consumers through digital channels. This year's brand message had to be about utility and service, she says. Adaptability was the biggest theme.