‘Brands must show compassion & a sense of sacrifice in communication during pandemic’
By Bhawana Anand - April 09, 2020
A WPPiQ report cites Ogilvy’s Piyush Pandey & Joe Sciarrotta highlighting the right tone for brands in their communication with consumers in these times
In the face of the Covid-19 pandemic, should brands take a backseat? Piyush Pandey, Chief Creative Officer, Worldwide, Ogilvy and Joe Sciarrotta, Deputy Chief Creative Officer, Worldwide, Ogilvy refer good brands as good friends that are present in good times and in tough times for their consumers. This was cited in a report published by WPPiQ.
“Good friends talk to you and not at you. You will never find them manipulating you. These qualities are why people trust their favourite brands just like they trust their good friends. A few things to remember for these tough times: compassion, sensitivity and care are the three pillars of friendship. Brands need to make these three pillars stronger than ever,” maintain Piyush and Joe.
Moreover, the creative veterans’ highlight that brands must keep their marketing agenda aside and be ready to make a few sacrifices. “Today, as the world struggles with a pandemic, brands should show their compassion and their sense of sacrifice. Brands owe this to their consumers.”
Stating the key role played by the creative agencies as communication partners, Piyush takes the onus to build the relationship between brands and their consumers. “It is our collective job to educate people and to spread courage and hope,” states Piyush.
“Brands that value lives will live on for many lifetimes, just like friendships. Before you do anything in these times, ask yourself, what would a good friend would do right now,” he asserts.