While we understand that these are difficult times and there seems to be no end to the lockdown; digital agencies continue to provide their expertise to brands in order to guide their brand communication strategies with responsible messaging at the heart of it.
In our endeavor to bring views that matter and completely different, Medianews4u spoke to Rishi Sen, Managing Partner, Jack in the Box Worldwide to understand the nuances of agency life during the lockdown and the introduction of work from home along with the many new normal post the lockdown.
As a leading digital agency, how are you coping with this lockdown?
The lockdown gave us an opportunity to execute multiple strategies that were considered too unconventional and may have been too bold under normal circumstances. The agency has been tinkering with the idea of working from home for a while and about 5 weeks back, it became a reality for pretty much everyone across the globe. Coupled with all the business uncertainties and building anxiety, we look forward to this unique task of running a company out of 100+ living rooms.
This crisis is seeing a lot of disruption, what is your strategy to stay ahead of the curve?
Being digital-first, we have stuck to doing what we do best – Content for business impact. Now, more than ever, the digital ecosystem is looking for hues of positivity in these shades of dark times. As content marketing experts, we are pushing the boundaries to drive positive sentiment with compelling content that drives commerce for brands. We have also been highly active with our tactical e-commerce initiatives for brands on marketplaces like Amazon, Nykaa, etc to help them drive sales.
How are clients responding? Is business being affected?
The lockdown has definitely affected manufacturing and distribution for most businesses. We are working together with our clients to draw out strategic marketing initiatives that help them drive top-of-mind recall and gain positive SOV. On the other hand, the service-based brands slightly have an upper hand. Although client responses and eagerness to invest in marketing initiatives have seen a slight dip, we are focusing on building robust unique COVID 19 advertising models for brands to keep brands investing with a clear indication of ROI.
How are the teams being motivated at this time of crisis?
We understand the importance of maintaining positivity during these testing times and we have undertaken a variety of initiatives that drive positive sentiment and well-being for our people.
We procured additional COVID19 insurance for our employees and their immediate family right after we onboarded a mental health counselor to talk and guide people through this feeling of uncertainty. Our employee engagement activities have increased peer bonding through fun social media tasks, learning sessions, and virtual town halls. Our efforts remain strong towards making our people feel safe while enabling this positive sense of togetherness as they work from home.
Are you seeing a tectonic shift in the way branding and communication will be adapted by clients?
Consumers are definitely seeing a massive shift in how brands communicate. The need of the hour is to build positive sentiment and embody the emotion of togetherness and safety. Brands, in my opinion, have done a good job of driving effective communication and being sympathetic to the cause.
How are you seeing the post COVID 19 scenario for the digital business?
The way we see it, normal will have a completely new definition once things start settling down. We are plotting multi-pronged strategies so that we are prepared for the best and worst. Technically, digital-first businesses will have to re-evaluate how they interpret metrics like engagement, retention rates, VTR, etc. These metrics will mean a lot more than they currently do and the derivate will command the brand’s position in the consumers’ life. All things considered, it would be wise to build consumer engagement-led initiatives that keep brands connected with their audience throughout