Aimee Buchanan, the CEO of OMD Australia, says every media plan has had to be revisited during the coronavirus crisis.
“It's probably the first time in my career where I've seen something that has impacted every business,” she told Russel Howcroft, Chief Creative Officer at PWC, in a podcast, Brand New World, sponsored by broadcaster SCA.
The bushfires were felt by everybody but it didn't impact all advertisers.
"There is definitely a sense of caution (among clients) but it's largely around protecting their brand and being in a brand safe environment and is this the right message," says Buchanan, head of a media agency with 600 staff across six offices.
“The predominant conversation that we're having at the moment: Is this the right message? Is it shot with the right production qualities and assets to make sense in this environment?
“And the speed that we're able to execute, that's been very well received.
“What’s interesting is that in times of hardship it forces you to reevaluate and gives you a clean slate to look at what is the right solution for now without any preconceived ideas or legacy of what has been because it's a new world."
She says creativity and ideas have never been more well received by clients.
“There are some tough days but the moments of joy are the incredible work that is going across our desks," she says.
She gives the example of BCF, which is all about camping, something not allowed during lockdown.
However, OMD picked up that people were camping in their backyards.
“Within a week, our collective teams had created, executed and run a campaign around Australia's biggest backyard campout," she says.
“Their whole business got behind it … sold out of a lot of products.”
Buchanan says the big thing clients want to know is what's the long term pay off of advertising in a recession.
"That's what most marketers are asking for our assistance and support - to justify to boards why they should keep dollars in the market,” she says.
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