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More than ever, brands need to be absolutely clear on their response both now and post Covid-19, according to Robert Grace, founding partner and head of strategy at M&C Saatchi Abel.
"These are unprecedented times for any brand - and their agency - regardless of the category they operate in," says Grace.
"This ultimately means being clear on one fundamental: understanding the role your brand plays in the lives of your consumers."
He foresees that the creative industry is in for a rough ride, because often in a crisis brands cut back marketing spend.
"Ultimately, how you get through this will largely come back to the fundamentals of your business: absolute clarity on what value your bring, being an indispensable partner to your clients (now more than ever), building strong teams who are motivated and equipped to deliver (now more than ever), and of course robust cashflow (now more than ever)," he explains.
Pause
For some brands this this is a time to pause and refine or develop new strategies and innovations.
"The challenge is that many organisations cut back at a time like this, and often only focus on conversion driving communication efforts to meet short-term targets. And more and more, the data is revealing that this approach and strategy has limited runway on brand and business metrics," says Makosha Maja-Rasethaba, partner and head of strategy at M&C Saatchi Abel Johannesburg.
"So the adage of 'why waste a crises' rings true – but that certainly doesn't mean being opportunistic."
In the view of Grace and Maja-Rasethaba, how you treat your employees is being watched by people closer than ever before. Businesses who are putting their people first, that have spent the time and investment in building meaningful relationships with their people (and suppliers) will weather this far better, and most likely see greater commitment and even performance over this period, in their view.
"Most important for me when it comes to how we engage over this period is to distinguish between 'information' – giving out and repeating everything else that is out there - versus 'communication' which is getting through to your employees in relevant and meaningful way," says Grace.
Practical and empathetic
"The approach we've taken is one that is clear, practical and empathetic – to both reassure and equip people to get through this. Not just with the ability to work remotely (we have 350 people now working from home), but also mentally ensuring they remain positive and inspired."
They are aware that many forecasters predict major and significant changes in consumer mindsets and behaviors.
"Of course this period has forced new behaviors, most obviously in the technology space and use of technology in our lives. You may even see greater demand in accountability from other spheres of government if their swift action and response over the next few weeks achieves its objective and demonstrates their ability to deliver," says Maja-Rasethaba.
"We think there will probably be three consumer responses, namely a period of release after having been constrained both physically and mentally; a period of reset and looking at how to get back to the day-to-day tasks of life; and a period of renewal where you re-think where and on what you spend your time and money."
Why advertise?
That is why Grace and Maja-Rasethaba see advertising's role ultimately being about growing a business's top-line revenue and brand equity through creative solutions. Those solutions might be a social media campaign, a customer experience solution, and yes even a TV ad.
"What's important it to define the role of your brand and how you believe your audience want to hear or engage with you. And this differs depending on what you are needing to achieve," says Grace.
"Ultimately, when we come through this, we will be in recessionary times and consumers will be even more savvy and considered as to what they spend their money on. And brands need to be clear in both communicating this as well as delivering on it."
Maja-Rasethaba adds that, in an increasingly cluttered, fragmented and noisy world relevant, original and impactful advertising - creativity - will always have a powerful role to play - now maybe even more so.
