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COVID-19 has sparked one of the greatest periods of forced improvisation we have lived through. Many marketers have had to throw the rule book out of the window (or at least rip out a few pages). But at the same time, the pressure cooker has forced new marketing innovations to emerge. We are also refocusing on traditional, yet incredibly effective customer-centric practices, rather than relying on the push of a button to reach our audience on a single platform. The day and age calls for fluidity and flexibility – a degree of acceptance and tonnes of adaptability.