According to Japan Airlines' VP of global marketing, Akira Mitsumasu, creating 3,000 unique assets came naturally as part of the airline’s content marketing process.
What will it take to navigate this crisis, now that our traditional metrics and assumptions have been rendered irrelevant?
"What will be crucial is a focus on tone and empathy, and the pandemic could accelerate the move for some brands to invest more time, creativity, and money in values-based marketing."
"There is now evidence that [marketers] may be missing out on a crucial cog in the wheel by neglecting non-market participants."
"Just as Michael Jordan is enjoying somewhat of a renaissance thanks to his popular collaboration with Netflix, so too is Nike due to its subtle, underlying presence in the documentary."
Employees should acquire new skills to implement initiatives and support brand management in the new-normal centred around digital and social media.
"A new solution would be for creative departments to experiment with a three-person model, a team of media strategist, art director and copywriter."