WPP’s Post-COVID World

Beijing, China, January 31, 2010:  Beijing Capital International Airport during the outbreak of Corona virus. The virus has rapidly spread and became a global health emergency. At the airport everyone wear mask. Among the passengers are some foreigners / westerners.

WPP has mapped out some potential opportunities for brands and businesses in a post-COVID world, as the industry prepares for a new normal.

Authored by Landor Australia executive strategy director Daye Moffitt and VMLY&R chief strategy officer Ali Tilling, the WPP’d Smart Series focuses on the strategies that now carry extra weight.

Topping the list is brand purpose, with the report imploring brands to think about action ahead of talk.

“Brands must actively help people in the new normal,” WPP says in the report.

“Many have shown they can do it during the crisis but the challenge now is to keep improving execution and own the opportunities that exist for your brand.”

With many businesses having enforced WFH protocols in recent months, there are certain opportunities around maximising workforces in the post-COVID world, the report states.

“Brands need to empower their people. It’s time to stop talking about ‘remote workers’ in favour of ‘distributed teams’,” WPP says.

“The way we work will look distinctly different in the aftermath of COVID-19. Effectiveness and efficiency rates will be higher than ever. Business culture must evolve as business models evolve.”

With social distancing restrictions set to stay in place, even as businesses reopen, there is also opportunity to embrace the new ‘zero-touch’ society through technology.

“Explore ways of using technology to remove physical touch from the customer journey. This includes using artificial intelligence, face and voice recognition or the internet of skills.,” the report says.

With the pace of change as rapid as it is, it is tempting for brands to spread themselves thin when mapping out a response.

WPP urges for business leaders to take a more targeted approach.

“The question is simple: How does your brand show up in a crisis?

“The current crisis will prove that brands are capable of adopting a more dynamic approach to the experiences they provide. Where is your experimentation budget? Get one.”

 




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