New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Brands are relying on stock footage, user-generated content, animation and even archival footage to create new campaigns.

This piece states COVID-19 outbreak has derailed campaigns created by creative agencies and production firms globally. It can be challenging for brands to pivot their messaging in this crisis with creatives, producers and editors under lockdowns.

Brands like Planet Propaganda are depending on UGC with “No ornamentation”, while others like Crew Cuts are using previously shot footage. Planet Propaganda’s Katie Roach said the limited tools, resources and timelines “often result in the best work”.

Executive creative director at Glow, Kurt Kretten said their team and partners are moving from live action to animation, “with the potential to be even bigger and bolder than the original.” Other brands are using stock images from Shutterstock and Getty Images for creatives.

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[6 minute read]

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