Advertising and creative development during Covid-19
This is a time for brands to focus on what consumers are feeling and to use creativity to create positive messages of hope as an investment in a brand’s future
Should brands be advertising at all during the Covid-19 crisis? And how should they be communicating with consumers? These were just some of the questions discussed at a recent Kantar webinar, which focused on best practice for advertising and creative development during the pandemic.
“Consumer behaviour has changed drastically in this time, and behavioural change is always linked to emotion,” said Natalie Botha, Kantar’s head of creative development. At present these changes are linked to fear and concern. Kantar’s SA wave 2 Covid-19 Barometer records that consumers are extremely concerned, though less about their health than about financial planning once the crisis is over...