How Will the Advertising Industry Evolve After Lockdown

It’s difficult to predict how life after lockdown will change. There were so many changes that we all suddenly had to make to keep ourselves safe and sane. There were anxieties about our systems and health, struggles to balance homeschooling, working from home, getting essentials safely, money worries and frustrations. On the plus side, there was more family time, less traffic, a coming-together of communities showing care and support for one another, particularly the elderly and vulnerable and the key workers.

The changes going on around us have been reflected in the advertising industry. There are messages of support, reminders to stay safe, images of rainbows, masks, thanks to those looking after us and reassurances of the steps brands are taking to keep us safe. We’ve become used to new ways of filming, used to seeing our screens divided into boxes of Zoom galleries. The messages are that we are in this together and we can help each other through.

Advertising now is at a time when so many are at home, trying to fill their days. There is a captive audience of unprecedented size and composition. It’s important, however, that brands understand the mood and get the message across clearly. Brand loyalty will depend on getting the right message through; a mix of trying to stay lighthearted and reassuring while showing the seriousness of the matter.

On the practical side of things, advertising has to adapt its production techniques. With restrictions on social distancing and travel, it’s not possible to get a production crew together. Brands will need to repurpose their assets and be creative to produce new content with less waste. They will need to build asset libraries, collecting every bit of live-action or animation, graphics and photographs so they can be re-used to produce new content.

Advertising teams will need the best technology to keep track of these assets, review and approve the creatives and they’ll need the skills to master the technology.

As businesses begin to put more robust digital strategies in place to adapt to new post-lockdown life, to stay engaged with their audience, brands and adverts need to reflect this in their messages. It’s important that advertising creatives understand how businesses are repositioning themselves.

The new post-lockdown era presents many uncertainties and challenges but as brands quickly evolve to the new ways of working, this offers up new challenges and exciting opportunities to stay ahead of the game. The firms that come out stronger after lockdown will have worked hard to keep their audience engaged. This means having expertise within the team to work out what new direction to embrace in moving old ways of doing things forward in the new post-lockdown world.

Now is a critical time to make sure that you have the skills and expertise within your team to understand your brand and how advertising needs to change to keep your audience engaged. Getting the message wrong now could be catastrophic. Why not call us at Clifford Associates and find out how we can help you resource your business through these challenging but undoubtedly exciting times.

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  • Tom Salvat, CEO, CONCURED
    "As a fast-growing start up, we need great people with a tough set of skills to find. They need to be hungry, experienced and fit the culture of a business that is always adapting and growing. Finding these people using Linkedin and other job boards is tough, time-consuming and rarely bears fruit. Ross has always been able to uncover gems for us, and we are benefiting greatly from his skills at CONCURED. Ross has a rare ability to really understand the business, the culture and the people that will nail the role. I couldn't recommend him highly enough, and he is the only recruiter we deal with"      
    - Tom Salvat, CEO, CONCURED
    Tom Salvat, CEO, CONCURED
  • Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
    I am writing to express my gratitude to Ross Clifford & Associates who helped me successfully secure the role of Enterprise Sales Executive at Concured. Ross was extremely professional and understood the specifics of the job I required. I especially appreciated his fast response, transparent communication, and coordination in a timely and efficient manner.
    - Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
    Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
  • Jessica Cole, Editor – Redwood London.
    Ross is one of the friendliest recruiters I've dealt with. He was always attentive, quick to respond and ready to help with any questions I had. He's very professional, and not at all superficial like so many other recruiters out there. I would highly recommend him.
    - Jessica Cole, Editor – Redwood London.
    Jessica Cole, Editor – Redwood London.
  • Gareth Lofthouse, Founding Partner, Longitude.
    “We look for commercial people with a rare blend of talents. They need to be able to advise our blue-chip clients on thought leadership strategy. They need to be highly strategic and purposeful in uncovering opportunity. And they need the hunger it takes to thrive in a rapidly evolving business. RC&A were quick to understand our needs, they only delivered high-quality people for interview, and succeeded in getting us a winning candidate incredibly fast.”  
    - Gareth Lofthouse, Founding Partner, Longitude.
    Gareth Lofthouse, Founding Partner, Longitude.
  • Johnny Meredith, Senior New Business Manager, The Bio Agency.
    I can't rate or recommend Ross highly enough. He brings a thoughtful, personal approach to the process, carefully matching opportunities with candidates, through a good understanding of their priorities and skills. Throughout, he keeps candidates up to date in an open, honest way. A genuine pleasure to work with.
    - Johnny Meredith, Senior New Business Manager, The Bio Agency.
    Johnny Meredith, Senior New Business Manager, The Bio Agency.
  • Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
    Ross is the best recruitment agent I have worked with, he stayed in contact, kept me informed and was with me every step of the process. He also checked in with me during my first couple of weeks in my new role to make sure I was settling in. I wouldn't hesitate to recommend him.
    - Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
    Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
  • Neil Kettleborough, CRO & Co Founder, Chalk Social
    I have worked with Ross over 4 years now and he has always delivered a really high standard of candidate both at senior and junior level. His online knowledge is second to none and all the candidates he has put forward over the years have only good things to say about Ross and his work ethic.
    - Neil Kettleborough, CRO & Co Founder, Chalk Social
    Neil Kettleborough, CRO & Co Founder, Chalk Social
  • Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Ross is a fantastic recruitment consultant -  extremely professional, meticulous, patient and supportive. Throughout the process, I felt he represented me really well and genuinely cared about my career and finding the right role. Thanks to Ross I am now in a role I love, working with a brilliant team. Very highly recommended!
    - Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude

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