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‘We have the capability’: How the coronavirus crisis has accelerated advertising’s shift to agility

Digiday 07 Sep 2020 04:01
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September 7, 2020 by Kristina Monllos

For years, marketers and agency execs have bemoaned some of the dated processes of the industry. Ask anyone what they would change and you’d probably hear a diatribe on how there are too many cooks in the kitchen or how seemingly simple decisions take much longer than they should. 

Suffice it to say: There has long been a push to make advertising more agile, nimble and flexible but that hadn’t truly happened until the coronavirus changed everything. There were pressures in place to do so of course, but the urgency to truly change wasn’t really there. However, over the last six months, the movement to reshape advertising to actually be agile, nimble and flexible has no longer been an abstract idea but rather a necessity. 

Instead of changing processes because the way things were done was laborious and tedious, agency execs and marketers have had to make decisions on the fly, replan media budgets on a dime and make ads in ridiculously short windows to make an impact. What comes next, according to marketers and agency execs, isn’t a return to how business was done before once some semblance of normalcy returns but a fine-tuning of the new processes that have allowed the industry to live through the sweeping disruption.

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