MUST READ: Invaluable Advice from top Global Marcom Leaders on
How to sustain and grow amidst the COVID-19 storm
As the COVID-19 is reshaping our industry and lives as we speak, we felt it was important to connect with leaders representing different sectors of Marketing Communications, around the world to get a sense of how they’re dealing with their businesses, employees, operations to keep the business going, while keeping the morale high.
Responses have been pouring in from different parts of the world so we decided to launch a digital campaign to fulfill our mission and serve as the Global Compass of the MARCOM industry. We feel the industry needs some positive inputs and energy more than ever, as many of the businesses would need to readjust their corporate agendas in the immediate term.
Please reach out to us with more suggestions on what are the most pressing issues you need advice on from other leaders.
Srinivasan Swamy, Chairman and World President, IAA Global
“This is for the first time, in known human history that a pandemic as virulent has hit possibly every country of the world. But this too shall pass. We should use this period to plan an aggressive marketing strategy to build volumes quickly once the countries open up. This is akin to the first mover advantage, to capture a high market share. How ready will you be to take advantage of the opportunity?”
Maher Nasser, Director, Outreach Division Department of Global Communications & Commissioner-General of the UN at Expo 2020, United Nations
"The COVID-19 crisis has exposed weaknesses in health systems, social protections and public services. It has also exacerbated inequalities that exist in our societies and underscored the need for everyone to come together in solidarity. As the world slowly starts to open and we resume our lives, we need a marketing industry that is based on sustainability. The world cannot afford a quick return to business as usual. Leaders in general and business leaders in particular need to rethink a new way forward, a path that builds more inclusive and sustainable economies and societies that are more resilient in the face of pandemics, climate change and other global challenges. A path based on the 2030 Agenda and Sustainable Development Goals. Recovery is an opportunity to rebuild better"
Antonio Lucio, CMO of Facebook
“The most important thing we can do as an industry in challenging times like these is to be resilient and have faith in the purpose, abilities and capabilities of the teams around us”
Leadership advice from Antonio Lucio:
- First and foremost, we must take care of our own. The health and wellness of our fellow colleagues and employees is vital to ensuring we can not only weather this storm, but also emerge in a position of strength to move forward. For example, following the advice of authoritative resources, offering flexible leave and work from home policies, showing care and proactively providing useful resources are just a few things we all can be doing.
- At times like this it’s very important to be able to get critical messages out to people and this is something that social networks can do very effectively. This is why our top priorities as a company are to be focused on making sure everyone has accurate information, supporting global health experts and stopping misinformation and harmful content.
- Brands that stand the test of time understand the importance of integrity, purpose and playing a meaningful role in people’s lives, especially in a time of crisis. With this in mind, we all should remain focused on the ways we can be useful and empathetic to the people we serve.
Tracey Barber, Global CMO, Havas Creative Group
“Without question, there will be clients putting projects on hold and I suspect we will all have to adapt to a new “shape” of industry for a while. But, for others, there will be commitments they want to make to their customers and communities, that we can deliver. Now, more than ever, it is vital that we act as that valued ‘brains trust’; to offer sound strategic and creative counsel”
Leadership advice from Tracey Barber
- The fundamental truths still ring true - culture and talent are the two most important components which differentiate agencies. After all, aren't each of us just buildings full of people? Chemistry is created by a team – how they interact, how much they like and support each other, how passionate they are about a client’s business. I am obsessed about creating winning teams and a ‘gang’ who work together.
- I believe we can offer actually more personal interaction now. We can be a lot more open and transparent when we are on one-to-one Zoom calls! Let’s give ourselves the chance as an industry to push for that greater openness – we’ll all be the better for it in the long term.
- Over communicate and be visible. Distance working can quickly become disorienting, your teams will want to see you and feel regular emotional reassurance and get practical direction. Collaboration is even more important than ever – quicker feedback, smarter responses, real time changes, engaging creative more directly. We need to be agile and smart. We need more partnership than proposal when we’re facing the challenges we are today.
- Keep a routine and keep everybody busy. The military know this well – whatever is happening their teams are always active: working, doing, thinking, learning, socialising and innovating. A good leader keeps the team on the move (even if virtually) Get on and keep doing the basics brilliantly. Just because our normal routine has been sent awry it doesn’t mean that we ignore craft and attention to detail .Agencies need to ensure they have the best people together and that they give a damn about the client.
- Being at work isn’t all about work. Working in an office is about more than sitting in meetings: it’s chatting, socialising, pub-quizzes, Pilates, laughing and making friends. Don’t forget to find ways to do some of this remotely – technology makes it easier than ever.
Punit Goenka, President, IAA India and MD & CEO, Zee Entertainment Enterprises Ltd,
“One of the critical aspects needed to survive through these challenging times is to maintain a constant focus on the positive aspects of our Industry. Our Industry is blessed with the finest Human Talent and Creative Potential. Instead of anticipating the negative impact, the industry should focus on enriching these precious assets. If the Human Talent is kept safe and nurtured, any business is bound to grow. As an industry, we should use this time effectively in preparing our talent for tomorrow. Courtesy to the tech / digital era, there is no dearth of online learning modules which one can pursue. A positive mindset, hunger to learn more and patience, is all that is needed to sail through these challenging times”
Joel Nettey, SVP IAA Global
“People! If there was ever a wake-up call that "people" are brands’ most valuable assets, this is it! Whether its consumers, employees or communities, “our people” will ultimately be the ones who get brands out of this quagmire when it’s all over. “Handle with care!”
Dave Byrne, Director of Strategic Trade Relations, TikTok
“Everyone has been impacted by COVID-19. Our industry can play an important role in providing people moments of levity and hope for the future. Think of ways you and your brand can do this. Whether it be supporting local community programs, or providing mentorship & training for tomorrow's talent; above all it is critical to keep investing in people.”