We let the facts do the talking.

Welcome to the New Normal

Part 2: Adjustment Phase

In my last blog, I wrote about the changes that Covid-19 has brought about and how the communications industry is going to adjust in the wake of it.

Currently, it’s worth noting that the audience is rapt as the outdoor options are low. The customers are glued to every move any brand or personality is making right now and are taking mental notes. More so in a country like the Philippines, where citizens spend an average of 10 hours on the internet and is hence known as the social media capital of the world, brands have seen an opportunity to make an impact to a largely captive audience.

It is a good time to assess the situation and measure the health of a brand. Now that stakes have ramped up and audience priorities and expectations have shifted, how can brands and companies evolve to meet the changing needs?

There are many tools available that give insight as to what audiences think and say online.

As digital comes to the fore, companies and brands will expect their agency partners to deliver quicker, more efficient, and more reactive campaigns. That means thinking differently about how teams are structured: dedicated client teams will need to combine the right level of seniority with flexible capabilities to offer both high-level strategic support when needed and smart media planning and buying.

This may not sound too revolutionary, but the catch is that these teams will have to activate at short notice to meet the particular requirements of each project – and with the right skills upfront.

This will mean changing how we organise our internal and external talent pools. A more strategic approach will emphasise upon quality over quantity, in line with each project – like a sprint, not a marathon.


Adnan Wahidi is Account Executive at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. |