Fortune favours the brave: The spoils will go to the brands having a go
COVID-19 hasn’t dealt marketers an easy hand, says Think TV’s Kim Portrate. Yet many great Aussie brands have shown they know exactly how to play their cards, and they’re the ones who will come out on top.
Like you, I have had to steer brands through all manner of economic conditions, disruptions and market headwinds. I learned – mostly by making mistakes – how to ride out the storm. But, like most of you, a global pandemic is new and totally uncharted territory for me.
Knowing how to deal with this great unknown isn’t easy: Cut or reallocate spend, change messaging or pivot the business entirely? These aren’t easy questions. Yet we have seen many brands nail the landing with incredible speed.
These brands, and their CMOs, have shown bravery, ingenuity and agility in a time when they could be forgiven for curling up in the corner and binge-watching A Country Practice or Married at First Sight (plenty of people are!).
Good article Kim.
Nice article Kim! Definitely agree there has been some impressive pivots by brands to reflect cultural sentiments at the moment. Would also want to throw in the campaign by IGA over Easter and Aldi last week were impressive as well.
Surely Scotty from Marketing has cast the concept of “having a go” to the same deep, dark pit of cringe where Turnbull buried “innovation”?
Suggest a headline rewrite and we can all pretend it was never there!
I agree with the actions that are praised here, but I don’t think it is about bravery. It’s about adapting fast.