• by Ray Schultz , April 6, 2020

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%