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This insightful webinar had as its touchstone a new, fourth wave of Covid-19 tracking research conducted by Behaviour & Attitudes on behalf of TAM. The results of the tracking were combined in the webinar with the operational business experience of four key players in the Irish marketing industry, each contributing their own perspective.
Ian McShane, from B&A, began by using the consolidated findings of all four waves of the research to bring the eyes and ears of the consumer to the conversation.
Ann-Marie O’Brien from Three Ireland then talked about the practicalities of keeping a conversation going with that consumer, especially given the limitations of life under lockdown.
Taking a longer term view, Andy Pierce from Core explored the potential implications of the Covid crisis and how, in order to stay successful, we should continue to prove the worth of brands, protect their values, and promote them in the right way.
Finally, as champion for the commercial TV industry in Ireland, Jill McGrath from TAM reminded us of why TV remains the leading medium for building brands, and how Irish TV is evolving and adapting in line with today’s viewer (or user).
Taking all four speakers together, then we can expand into three broad themes which came out of the webinar:
She explained, ”If it weren’t for TV, then I don’t think this ad would have been as effective, and the message wouldn’t have reached as many people as it did.”
To finish this webinar summary, then, yes, the still hair-raising coronacoaster ride continues and, yes, we may need to keep turning on a sixpence, BUT we need to keep our business beliefs intact. That’s still trusting in our own instinct as marketers, trusting in our own brands and trusting in consumers. We have some new rules and some old rules. Like any game of sport we just have to adopt and adapt to them.
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