If we pause, pivot, and partner, we may get through COVID-19
Right now, the best companies are forgetting about what they’re known for, and becoming what they’re needed for. Luxury perfume and alcohol companies producing hand sanitiser. Clothing companies manufacturing medical gowns. And entertainers connecting with audiences, remotely. More brands should follow suit, argues Havas Sports and Entertainment’s Francis Coady.
COVID-19 has catapulted our agencies and clients into uncharted waters. However, partnerships still matter, connecting brands with people by delivering clear benefits: functional (the product or service delivers as expected), personal (it improves peoples’ lives) or collective (it adds value to the community or society).
In that sense, the current crisis represents a real opportunity for brands to double down on building out partnerships and campaigns that can deliver personal or collective benefits. In doing so, brands could become a point of connection in a period of isolation.
Absolut Vodka, Brew Dog, and luxury company LVMH have all started to produce hand sanitiser
