IAA launches global campaign to drive economic revival after COVID-19
International Advertising Association (IAA) has launched a global campaign to make brands drive and stimulate economic revival from the COVID-19 effects.
In a statement on its LinkedIn page, the global advertising body said the campaign was imperative considering the role brands played during the pandemic and the need to sustain the momentum in order to drive economic revival.
IAA lamented the effects of the COVID-19 global pandemic, noting that it has affected economies adversely.
“The impact of the COVID-19 global pandemic has been massive and governments across the world have been encumbered with a multi-faceted problem. Not only have they had to bear the responsibility of finding innovative ways to protect their people but they are also having to find ways to either build resilience to withstand the impact of the COVID-19 pandemic on their economies or finding ways to kick-start economies that have been severely hit by the impact of the pandemic.”
IAA also noted that brands played a major role during the pandemic. It noted that the moments of the COVID-19 pandemic brought the best of out of most brands as they demonstrated empathy using creativity to restore the consumers’ confidence. The global body also reiterated the need for brands to lead the revival efforts to bring economies on their feet.
“It is an undeniable fact that the COVID-19 pandemic has fundamentally altered our world and how we as humans, interact with our environment. The fact is, brands will play a leading role in re-starting the pulse of economies across the world. Brands convey the source, quality and authenticity of products. Brands represent creativity, innovation and optimism. Strong brands restore consumer confidence and brand competition can rebuild economic strength. In fact, research shows that the importance of brands actually increases during times of crisis.”
The latest campaign shows the benefits brands bring to consumers – choice, trust, identity, pride and passion amongst many others. At the same time, they highlight what will be lost to all of us if we lived in a world without brands. It would be a poorer world with less choice, less clarity and less trust. For such brands, their efforts will remain indelible in the minds of consumers.
“It is the brands that show up during times of crises that will be remembered when the dust of this pandemic and every other crisis settle”, the global compass of marketing communications noted.
The need for synergy and cooperation among different stakeholders is imperative. IAA noted that the actions of Governments, Citizens, Brands and Marketers will determine the future in a post-COVID-era.
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