Most marketers have risen to the challenge of producing new creative, according to a survey conducted March 30-31 by the ANA.
Of 196 members polled by the ANA, 92% have adjusted their creative messaging since mid-March, when the World Health Organization proclaimed COVID-19 a pandemic.
And those changes have been substantial for 46% and moderate for 42%. Only 12% say the changes in creative were minimal.
Specifically, brands have:
Reflected school closings and social distancing.
On a scale of 1-5, the respondents rate their creative challenges as follows:
Here’s how brands rate creative partners/teams in order of importance: