Marketers’ dilemmas from last year seem to disappear. When reach building is cost effective and relatively easy, people’s engagement guaranteed and only 8% of consumers think brands should stop advertising - some CMOs consider to be silent and everyone is expecting drop in the advertising business. I strongly believe the Corona crisis is a test - is our organisation future-proof? Can we react fast in a rapidly-changing world? Fast enough to be the first who will start a new communication?