{"id":15253,"date":"2020-07-02T12:05:02","date_gmt":"2020-07-02T12:05:02","guid":{"rendered":"https:\/\/thesocialelement.agency\/us\/?p=15253"},"modified":"2020-07-15T13:08:01","modified_gmt":"2020-07-15T13:08:01","slug":"be-visible-why-2020-has-made-silence-impossible","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/us\/be-visible-why-2020-has-made-silence-impossible","title":{"rendered":"Be visible. Why 2020 has made silence impossible."},"content":{"rendered":"\n
Creativity in the time of Covid: Part 3. Follow these links to see Part 1<\/a> and Part 2<\/a><\/em><\/p>\n\n\n\n <\/p>\n\n\n\n Dichotomy. It\u2019s one word to describe 2020.\u00a0<\/p>\n\n\n\n It\u2019s Groundhog Day for many, yet each morning we awake expecting the world to be slightly different.<\/p>\n\n\n\n You can pivot<\/a>, to show your agility.<\/strong> The fashion industry<\/a> stepped up \/ got a head start by making PPE. It\u2019s made heroes of some, but it will be interesting to see the long tail as PPE \u2018floods our ocean<\/a>\u2019.<\/p>\n\n\n\n You can support, to show your commitment<\/strong>. Diageo have just launched a $100m \u2018Raising the Bar<\/a>\u2019 recovery fund to help pubs and bars welcome customers back. Such acts will be remembered.<\/a><\/p>\n\n\n\n You can improvise, to surprise and delight. <\/strong>Guinness came up with this novel use<\/a> of undrunk beer from closed pubs – fertilising Christmas trees. Just imagine the ad campaign when those trees are delivered to pubs around Ireland.<\/p>\n\n\n\n You can be honest, to show your humanity.<\/strong> Our very own Tamara Littleton did so recently<\/a>, expressing her pride in being \u201cone of very few out, lesbian CEOs\u201d, and how inclusive our agency is. She balanced this however, with honesty around what more can be done. For us, this means increasing representation of BAME talent at every level while ensuring equal support and experience throughout any career with us.<\/p>\n\n\n\n What\u2019s clear is that as a brand, doing nothing isn\u2019t an option.<\/p>\n\n\n\n Campaign recently united<\/a> a number of senior brand managers to outline the importance of action.<\/p>\n\n\n\n Jill Dougan, Marketing Director, British Gas says; \u201cBrands going dark during the Covid crisis have probably made a mistake. Getting back to growth is going to be even harder if you\u2019ve gone AWOL\u201d.<\/p>\n\n\n\n Margaret Jobling, Group CMO, Centrica added, \u201c\u2026going completely dark makes it even more expensive when you do want to come back, so it costs you more in the long run\u201d. <\/p>\n\n\n\n In a year where we\u2019ve all had to reassess what\u2019s important, people now expect brands to either celebrate their purpose or find one.<\/strong><\/p>\n\n\n\n Said Lubomira Rochet, Chief digital officer, L\u2019Or\u00e9al; \u201cToday\u2019s advertising is taking a stand, it is also getting more real.\u201d [We] need to reinvent the advertising language and grammar to embrace fundamental demands from our consumers: authenticity, sincerity, transparency and emotional decency\u201d.<\/p>\n\n\n\n These values, however, should be close to your customers\u2019 values.<\/p>\n\n\n\n Mars knows all about this, having recently announced they will change their Uncle Ben character. <\/p>\n\n\n\nAmidst this uncertainty, how can your brand connect with customers while OK today, looks out of touch tomorrow?<\/h3>\n\n\n\n
People can forget about brands they don\u2019t hear from. They can also replace them by others more active in their hour of need.<\/h3>\n\n\n\n