Creative agency BBH has published a briefing on marketing in the time of Covid-19. Its aim is to lay out how brands can stay trading, stay helpful and emerge strong.
The introduction reads: “COVID-19 represents a humanitarian challenge that is unprecedented in recent times. Nations, economies, supply chains, workforces, relationships, sanity and spirits are being tested. Brands have the power to help - both the public and themselves - through this crisis.
“This briefing is intended to share instructive examples and data to guide marketing discussions; specifically in how marketing can help, the ways it can’t, what your teams can be mobilised to do in the coming months, how to overcome production challenges and how to vaccinate your brand to emerge well on the other side.”
The document goes on to break the situation down, addressing the rapidly changing situation and how brands should respond to it right now, then moving on to how things might develop, laying out a strategic framework that any brand can follow to work out how they can be helpful and relevant to consumers during this unprecedented situation. The briefing also includes practical tips, such as how to go into production without shooting live-action footage.