Les Binet de DDB
Les Binet, Head of Effectiveness at Adam&EveDDB, made a webinar with DDB Latina on Wednesday, June 17 in which he delivered his presentation, Weathering Covid.19: Survival, Recovery, and Adaptation. The industry veteran highlighted that the crisis the world is going through due to covid-19 is not comparable with previous recessions, but is more similar to the crisis generated by wars and that for recovery, brands need to think like startups.“This is not just a recession, it is a humanitarian crisis first of all, and then an economic one. If we were only talking about the reduction in the demand, a fall in sales, we could apply the rules of previous recessions, but this is a pandemic. I feel it is more like a war than a recession. The Second World War is not a bad analogy, because in economic terms it was the last time the current world witnessed a contraction of such proportions in the demand” pointed out Binet. “We will not see the real economic impact until Autumn 2020 and maybe in some countries it will be even in the last quarter of the year”. He highlighted that healthy brands have a huge opportunity to help society. “People need useful messages that make them feel well, not simple sales reports. If we manage to communicate this well, we can have amazing long-term results”.To weather this stage, he recommended brands to study the evolution in the demand of each sector, the changes in consumption patterns and seek alternatives to face them. “In the first instant it is thinking about how your brand enters peoples’ lives during the confinement, ways to adapt your products and services to remain in the business”.
