Some advertisers such as McCain’s, Microsoft, BrewDog, Apple and Virgin Media have had to move fast in recent weeks to ensure their marketing has remained relevant and empathetic while others have paused their plans altogether while waiting to figure out what will happen next with Covid-19.
To celebrate the moves marketers are making to continue to build brand equity even in these testing times, The Drum is inviting readers to nominate new work or smart strategies introduced in reaction to the pandemic that could receive the Investment in Brand prize at The Drum Marketing Awards.
Even in the adversity of lockdown, there has been no shortage of creativity, and advertisers have found ways to communicate through remotely created campaigns and adept use of techniques like animation. But we are not just looking for advertising, so a strong PR campaign, savvy sponsorship investment or social media drive will also be eligible.
Supported by the FT, The Drum is seeking nominations for the best strategic shift made by brands in recent weeks and will compile a shortlist of the finest examples to share with the awards jury to decide who should receive the Investment in Brand prize this year.
Stephen Lepitak, executive editor of The Drum, said: “We decided that with the awards on the horizon it was only right that we celebrate the companies that have quickly moved to ensure their brands and services remain relevant and helpful during society’s time of need. Maybe that is through advertising or by offering their services or capabilities elsewhere from their day-to-day routine.
"I look forward to hearing from our readers about what they have seen and appreciated in that respect.”
Some of the campaigns nominated may also feature as part of The Drum’s Can-Do Festival, a forthcoming two-week celebration of the advertising industry with an aim to help it bounce back from the current economic troubles, aiding marketers and agency leaders to rebound.
Send your campaign nominations to firstname.lastname@example.org by 8 May.
Check out the latest creative work, including work produced in response to the Coronavirus outbreak, in The Drum's Creative Works section.