Francis Coady | Pause, pivot and partner

In the last few weeks of the Covid-19 pandemic, we have seen companies pause and rapidly pivot to help meet the needs of thousands of people on a global scale. Alcohol behemoths, Absolut Vodka and BrewDog, along with luxury perfume brands Christian Dior and Givenchy have all transferred their production to hand sanitisers. The Spanish fashion giant, Zara, has begun sourcing material to go into large-scale production of medical gowns. There is little doubt that these actions will provide a long-term deep connection with current and future customers. The majority of our brands have been focused on one thing during this difficult time: creating and maintaining meaningful partnerships, not sponsorships, whether that be across sport, entertainment, lifestyle or the CSR space. The major change is that we are now communicating via different channels.

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