Unmissable Reads



Stuff we liked

Darius Pasalar

By Darius Pasalar

Senior Strategist

Date: 28 April, 2020

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When it comes to industry news, the communications and marketing industry is maybe one of the most interesting because of how many areas it spreads into. The current crisis has not only turned many businesses on their heads, but it’s also united them around one common focus point. Which is incredible when you think about it. Be they large scale shipping, FMCG, or the luxury sector, they’re all affected – but in so many different ways.

This week’s curated reading list will not only try and illustrate how different sectors have been affected, but also how flexible and adaptable marketing and communications have been in response.

Before we jump in here, it’s worth recognising that lessons come from the most unexpected areas. Fundamentally creative solutions come from knowing to be curious and open to any source.

1. It’s good to be nosy

The link above is a really good overview of how different industries are responding to the crisis. It’s really just a long list, but it feels very real-time and the case studies are short and snappy. Which, let’s be honest, is something we all appreciate.

Here’s a taste of how Heinz are responding:

Heinz will give $2,000 grants to diners based on fan votes.

Heinz for Diners is a new initiative meant to help independently-owned diners which are among the restaurants suffering right now. Heinz ketchup bottles have long been ubiquitous on diner tables, including in the brand’s Super Bowl spot. Heinz plans to send $2,000 checks to 500 diners, for a total support of $1 million, asking people to nominate their favorite local diners, up until May 31. “For decades, diners’ doors have been open to all of us,” Dalia Adler, brand-building lead at Kraft Heinz, said in statement. “At a time where every bit counts, we want to do what we can to help take care of these special places that are so much more to our families than just a restaurant.”

2. Reworking the classics for the times we’re in

This is a really interesting example of how an artist, Banksy, has revisited one of his larger murals. The street artist has always shown great reactivity to culture. Brands and organisations are far more tethered than artists, but there’s something telling about the power of revisiting work rather than reinventing it.

3. It’s all about impact

This is a great read from Accenture that’s focused on the impact of the crisis from a human and business point of view. The scale of the areas looked at gives us a great macro perspective from so many different angles.

The global Covid-19 pandemic has forever changed our experiences―as customers, employees, citizens, humans―and our attitudes and behaviors are changing as a result. Once the immediate threat of the virus has passed, what will have changed in the way we think and behave, and how will that affect the way we design, communicate, build and run the experiences that people need and want?

 

4. Ipsos – The creative fight back

Knowing our audiences and their expectations from brands and organisations is paramount. This Ipsos report is a really handy document couched in audience data. It poses that now is the time for brands to reconfigure their relationship with people and the role that creativity plays in that.

A closing note:

The role brands and organisations play in people’s lives is mirrored in how people shape brands and organisations. Marketing myopia at a time like this represents not just financial loss, but real damage to the path to recovery. So, although at times it’s difficult to see a future beyond the crisis, there is no bigger crisis than being blind to how we can all reach the world after Covid-19.

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