Start A Conversation That Matters

Twist Marketing, based on Grey Street in Newcastle, is a full-service agency specialising in PR, Influencer Marketing and Brand Strategy. Chrissie Plunkett is the MD. She takes a close look at how the Coronavirus pandemic is challenging firms to become more creative.

As with every business, Twist has been struck by the impact of COVID-19. The events of 2020 continue to present us with immediate challenges that we were and still are, forced to accept. We are having to navigate and lead a complete revision of our strategies and plans and turn campaigns around in record time, to respond to the incredibly fast pace of change that’s happening around us.

But the creative sector won’t be stopped. Quite the opposite actually… what is so enlightening to see, is the massive surge of brand bravery and creativity emerging from this economic and social uncertainty.

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Brand positioning has always been based around selling an ideal, yet the pandemic changed that purpose; almost immediately. We’ve swapped our workplace and socialising wardrobes for comfort clothing (most likely with an elasticated waistband), we wear less make-up, we don’t purchase for occasions in the ways we used to and essentially our material desires have shifted. Just as society and “the new normal” has fundamentally changed our behaviour; the way brands use creativity to communicate and position themselves has also evolved. The power of being creative shouldn’t be underestimated.

The COVID-19 pandemic has changed the kind of conversation that consumers want to hear from brands. This is where brands are having to become cleverer in finding a happy balance between brand tone and being too serious at the risk of losing identity, as opposed to being too light-hearted in a way that could be misconstrued as being insensitive during a worrying time for many. I believe in delivering campaigns that inform yet entertain and what we’ve been concentrating on at Twist is perfecting this balance with our clients. It’s what creatives are supposed to be good at after all! I don’t see anything wrong with injecting some light-hearted, tongue-in-cheek and entertainment into a campaign (providing it’s relevant of course) that will be remembered for putting a smile on someone’s face or making someone feel included.

It’s the most creative businesses who are the ones brave enough to start a conversation that are thriving during this pandemic. They’re standing out and delivering messages that audiences are so eager to hear right now. I think it’s those honest, small connections that brands are making with their audiences that appear to be making the most impact and this is what defines brilliant creativity.

Really interestingly, it also feels as though we’re expecting brands to solve problems presented by the pandemic – almost immediately – and this is where they are having to respond creatively and at lightning speed. Resolving these challenges can sometimes prove that simple ideas are king. Those ideas that come from brands who don’t necessarily have the luxury of creating big, ad campaigns splashed across every platform; it’s those who can demonstrate empathy while resolving a challenge who are going to be successful.

I have spotted some brands going quiet and this is a worry. It could be because they don’t know what or how to say the right thing to their audience at the moment, but that could be to their detriment. One of the areas of focus at Twist is to help brands create conversations with audiences in meaningful and creative ways and helping brands to leverage the authentic parts of their story, so they have the confidence to share their voice in these changing times.

If you need help in navigating your way through the Covid fog, then please get in touch with us at Twist. Let’s have a socially distanced chat. You can tell us where you’d like to be heading and we’ll point you in the right direction using every tool in our sanitised box.