Insights Studio Series – Brand Purpose: An Effective Advertising Response in a Crisis

The only certainty brands face as they grapple with two drivers of uncertainty — a pandemic and recession — is the need to adjust their marketing and communications strategies. Messaging sociability, travel and large events (think restaurants, cruise lines and concerts) can appear tone deaf in today’s environment.

Research has proven the critical importance of ad creative and messaging, but it has also found that the contextual environment in which the ads appear can influence their acceptance and success. For this reason, many brand advertisers shy away from any messaging during times of distress. Yet during crises, news attracts giant audiences and news programming that is considered reliable and accurate can create a halo of trust that benefits brand advertisers.

Despite these challenges, brands need to adjust their advertising during times of crisis. Emotion, comfort, family, support and purpose are message themes that speak to an anxious public. But messaging purpose requires authenticity. At this event, the ARF and Kantar unveiled a newly developed best-in-class framework, Cracking Brand Purpose, to shape, guide and evaluate purpose campaigns even in the context of a difficult news environment.