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:
- Refocused their messaging to reflect empathy and report on how they are there to help.
- Pulled most price/item messaging in favor of ‘We’re here for you” communications.
- Favored emotional messaging around social distancing and “We are here for
you” over hard sales messages.
Reflected school closings and social distancing.
On a scale of 1-5, the respondents rate their creative challenges as
follows:
- Not a challenge — 11%
- 2 — 18%
- 3 — 32%
- 4 — 27%
- 5 (great challenge) — 12%
Here’s how brands rate creative partners/teams in order of importance:
- In-house agency in the U.S. — 55%
- Other internal team — 42%
- External agency in U.S. — 26%
- Media partners — 22%
- Production companies. Sourced directly — 11%