In an article for Think with Google, Mark Read, CEO of major advertising agency WPP, shares three tips for brands in a post-pandemic world:
- Be visible
Read advises, "marketers must resist the temptation to launch another plain vanilla corporate ad that talks about the current crisis but does little. Empathy is important, but it’s more important to actually do something to help. People are smart enough to work out when you do."
- Be relevant
According to Read, "Loyalty is up for grabs. We’re seeing more than one-third of U.S. consumers choosing brands they normally wouldn’t. And, it’s worth noting, 80% of Americans are likely to support a brand that has taken action and helped communities impacted by COVID-19. Don’t count on these new preferences being temporary."
- Be disruptive
Read says, "Planning now for an uncertain but hopeful future means making contingencies, anticipating different scenarios, and being ready to respond as things shift day to day. It’s moments like these when we all need to embrace creativity and collaboration, and to focus not only on getting through today, but on the possibilities of tomorrow."
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