The Covid-19 pandemic has stripped all of us from our normal routine. While the marketers are planning strategies from the comfort of their homes, brands are completely out of their comfort zones.
The times like this shows us that how dynamic the market actually is. No amount of planning done in the past by brands have prepared them for the current situation.
The collaboration between creative, tech and marketing in innovating and creating new solutions will mostly determine which brands will turn out to be increasingly effective and successful in post-COVID scenario.
According to a study led by ANA, featuring 196 companies, nine out of ten marketers have adapted their creative in response to the COVID-19 pandemic and plan to make similar changes as the emergency unfurls.
As indicated by the ANA’s survey, since the WHO declared Coronavirus as a pandemic- 92% of companies had changed their marketing creative and 46% agreed that these changes had been substantial.
Some of the modification in their creative done by these brands are:
- Acknowledging social distancing by maintaining a strategic distance from promotions dependent on traveling, vacations, and social gatherings
- Being supportive and empathetic towards the stakeholders while maintaining brand relevance and purpose
- Being more comforting and less promotional
- Focusing on products and services that are more important and useful in an increasingly virtual world etc.
The perspective around creativity has recently seen a major shift in the market. In the constant race among brands to get ‘something new’ out has significantly reduced the life span of each piece of creative. This has led the brands to look at the bigger picture. This shift from micro to macro is a healthy change.
For creatives in advertising field although working remotely is not uncommon, but for a process that heavily relies on team work, being home bound can be restrictive.
Isolation is not exactly conducive to the process of commercial creativity and the mind is also more vulnerable to distraction at home. Creativity may or may not need proximity, but it surely does need inspiration.
It’s a time where who gets inspired through conversations, interactions and collaborations have taken a hit.
Maybe it’s a right time for the brands to follow ‘nothing is more inspiring than a challenge’ attitude and bring in new creativity in their strategies.
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