As a creative thinker, you are always looking at changing trends and what’s coming next. Capturing the zeitgeist is often key and it’s crucial to stay ahead of the curve. However, it’s probably fair to say that few (if any) of us working in the marketing industry saw what’s happened over the past few months as being around the corner. Certainly, in the 24 years that I have been a copywriter, nothing like this has ever happened before (and of course, we all hope it never happens again).
Of course, there are always ups and downs and we’ve all lived through recessions and times when the world seemed to be teetering on the brink. Whether it was the uncertainty of Brexit, the horror of 9/11 or the seemingly never-ending years of conflict in Iraq, world events have always shaped world economies, which in turn have shaped consumer behaviour and ultimately how much clients want (or need) to spend. In the darkest days of the pandemic, many brands went into shutdown, as they reassessed things and did their best to work out how best to respond to a situation that was ever shifting.
Now some time has passed and, with an easing of lockdown rules, people across the country seem to be getting back out there once again, following (for the most part) social distancing measures and playing their part in helping things return to a kind of new normality.
At times, as we’ve all done our best to readjust to new ways of working, it’s been tough to see positives. But after nearly 20 weeks of Microsoft Teams, Zoom calls and working in the dining room, I think it’s important to look at all we’ve achieved and how we’ve learnt to evolve and adapt when faced with unprecedented challenges.
Yes, the future remains uncertain and we must all be prepared for more lockdown measures if and when a second spike happens in the winter. But for all of us at LAW, it’s time to stay positive, focused and determined that we’ll get through this and come out the other side. As creative thinkers, there are plenty more stories to tell and many more big, compelling ideas to come up with. Whatever happens, we now know we’ll have the resilience, fortitude and determination to cope with anything.