Sas Saeidi, Global Client Leader – Nestlé at Wunderman Thompson Global, on action points for brands during the pandemic, key strategic rules for success, and the importance of collaboration.
The word Covid-19 is forever ingrained in our minds. We will look back to this time and remember it as a year of quarantine, school closures, work from home (WFH), social distancing; a year when the phrase “Sorry, I was on mute” will forever be etched in our business vocabulary.
But Covid-19 has been more than a pandemic; it’s been a disruption and has forced us to live a new way of life, adopt new perspectives, new principles, new behaviors, new socially accepted norms.
We all feel and worry about the calamity that is happening around us, affecting our families, friends, neighbors, colleagues, and businesses. We’re all consumed with this massive threat to humanity, and today it’s not business as usual for any of us. Quite the opposite. And while we appreciate the fact that we’re trying to make things work and push along, there are some that are not as fortunate and need help. It’s on all of us to use our power of influence and thinking to push ourselves, our brands and our businesses to do more.
Our industry has gone through its fair share of struggles, massive cutdowns on costs, redundancies, and structural shifts to try to compensate for the global slowdown. But more than ever before, collaboration between agency and clients is critical. This vital, enduring partnership is what has made the difference and will continue to be the formula for a win/win on all sides. I can’t talk enough about this in my role as Global Client Leader for Nestlé at Wunderman Thompson Global, and this is exactly how Nestlé and Wunderman Thompson have sailed jointly in 2020. While the seas have been very rough, support and partnership and loyalty on both sides have not wavered and the results and work talk about themselves.
As a communication professional, let me get specific and simply outline that today brands and businesses need to PIVOT and ACTVERTISE. All of us in the field of commerce and business have an obligation to push our brands, businesses and clients to do more good and to be at the service of our communities – wherever we are and whatever background and affinities we have.
Today more than ever before, consumers are watching. They are observing how companies and brands are behaving; how they are talking and how their experiences are evolving. Consumers are watching from the sidelines, to see if your values are driving your proposition. They are watching to see how creativity and innovation provide solutions.
All of this is based on global consumer research and data; and this data is telling us that what brands do today will impact their consumer loyalty and business success measures in the future. So don’t take the actions that you need to take today lightly. DON’T STOP PIVOTING. Don’t stop changing your mindset. Don’t get stuck in the past, and don’t expect the current to go back to your old rules. It won’t.
We all have friends and families that have been affected, whether through health or business. So, I take it seriously both personally and professionally, and if this writeup can inspire action for a few or many, to volunteer, to pivot for the better of business and humanity, then I feel it’s a good deed.
There has never been a more crucial time for our clients, for our industry, and for our businesses to bring to life their values, adopt new norms and appreciate today’s realities. The past won’t come back and waiting for it to happen will be bad for business and wrong for the consumer.
So we must lean forward, pivot wisely and quickly, and never stop acting the part and being helpful by trying to do something great for our industry, for our people, for our communities, and for our planet.
Let’s be the reason people believe in the goodness of things.
Pass it on.