JEREMY MAGGS: Empathy advertising for a woke world that no longer feels safe
The pandemic has changed advertising and the need to get the tone right is more important than ever
Before the world got sick, advertising and brand-building was much less complicated. Twelve months ago, a clear strategic understanding of a brand’s purpose would have, or at least should have, led to a good, creative, measurable marketing idea. One that would be given the appropriate copy and art treatment. A good media buy would close the loop, and everyone would wait for the cash registers to start ringing.
While tone is always important in advertising there was more latitude to take risk. Brands could be a little more irreverent or even aggressive with the assumption that consumers were more mentally robust than they are now. The pandemic irrevocably changed that tried-and-tested method forever...
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