Tribe launches ‘Marketers in Pyjamas’ series as industry grapples with COVID-19

Jules Lund’s Tribe, with the support of Facebook, has launched a new video series in a bid to keep the industry connected, learning and growing as they work from home and grapple with the long-term effects of the COVID-19 (coronavirus) outbreak.

Lund said as the industry confronts its new reality of seeing into colleagues’ kitchens, hearing children screaming in the background, and the various tech issues of video conferencing, marketers still need to deliver – which spurred ‘Marketers in Pyjamas‘.

He said the “lockdown lunch and learn” will deconstruct the tools, tactics and tricks marketers are deploying to pivot their strategies in the face of unprecedented change.

“With Tribe’s session at SXSW being cancelled, we wondered what the hell marketers – far smarter than us – were doing right now. We asked a few mentors to jump on a video call with us, then thought, we really should share these. Facebook loved the idea of supporting the community, so here we are,” he said.

There will be two “intentionally unpolished” 20-minute episodes per week, with key themes including agile strategising, low-cost solutions and “Don’t just survive, thrive”.

Episode one features consumer psychologist and co-founder of Thinkerbell Adam Ferrier alongside the ABC’s director of audience and marketing Leisa Bacon, where they will discuss:

  • The innovation developing from ABC’s war room sessions
  • The categories where Bacon sees as an opportunity for growth and new business ideas
  • Which businesses Ferrier is seeing take advantage of this worldwide shift
  • What is the biggest consumer cue that can help marketers navigate their strategy?
  • Does Ferrier wear pants on conference calls?

During the chat, Bacon noted that consumer behaviour – strange though it may be at the moment – needs to lead the way at a time like this.

“As a marketer you have to take the cue from what your consumers are doing… this is not the time you’re forcing a new behaviour, you’re fitting in with how they’re changing their behaviour,” she says during the episode. 

In an upcoming episode, former CMO Keith Weed – whose three adult children have recently returned the the nest, with the family now in lockdown, all working from home – will discuss how he finds method in this madness.

Lund and Weed will feature in an upcoming episode (but much further apart)

On its support of the Lund’s initiative, Facebook’s director of marketing in Australia and New Zealand, Alexandra Sloane, said it’s time to come together.

“It’s so important that we stay connected and optimistic at this time and that means continuing industry dialogue. This is a time where the marketing community can band together and innovate around how we serve our customers while amidst unprecedented uncertainty,” she said. 


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