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LAVIDGE CCO Bob Case Appears on FOX10 to Discuss Advertising Changes and Trends During the Coronavirus Crisis
April 13, 2020
PHOENIX - (April 13, 2020) - Bob Case, LAVIDGE Chief Creative Officer, appeared today with Troy Hayden on FOX10's Arizona Morning discussing how brands are updating their advertising messaging in response to the COVID-19 crisis.
"Brands are smart and they realize to get through a situation like this they have to adapt quickly, and make your messaging be relevant to your audience," Case said. "There have been a few that have caught on really quickly."
Case added that "everyone is starting to realize that the world is going to be a little bit different, and they need to make sure that message is going to matter to people, and it's got to be connected back to their brand or truth."
Notable examples of brands which have done this well include Budweiser, which not only updated messaging, but took all of the money set aside for sports marketing and sports sponsorships and put it toward recovery efforts from blood drives to donating COVID-19 test kits.
"They were very smart how they pivoted during that window," Case said.
Case also gave props to Facebook for its emotional message released during the beginning of this isolation mode.
"It was just perfect and really touched on why they exist and why they are special," he said. "I think they did a great job of positioning."
Troy Hayden noted that while some brands might be tempted to pull back on advertising right now, that it might be better to "keep the ads coming."
Case agreed.
"Historically, what they have seen is companies that continue to advertise during a downturn will see a bigger plus on the other side of it," Case said. "They are actually able to gain marketshare during a period of time other companies have gone dark."
Watch the full FOX10 report for additional insights from Case on brands including Domino's and Honda.