After the moment of amazement and the collapse of the number of campaigns, brands have resumed the path of advertising in dispersed order. In the idle sectors (tourism, fast food, cars, transport, etc.), the absence of a business reduces communication to the general public to almost nothing.
Read also: Economic crisis: the two lessons of 1945 to get out
"With planes nailed to the ground or factories closed, since March 16, for customers like Air France, PSA or Michelin, it's complicated," explains Bertille Toledano, president of BETC (Havas). But that doesn't mean staying inactive. PSA produces artificial respirators with Air Liquide, Michelin has started to manufacture masks, LVMH has used Guerlain to produce hydroalcoholic gel… ”
Hope for a strong rebound
These companies - which are also brands - are participating in the war effort while waiting for a hypothetical and distant return to normal. "In these cases of a sudden drop in activity, we are preparing for the recovery with the hope of a very strong rebound during the summer," says Jean-Luc Bravi,
This article is for subscribers only. You have 76% left to discover.
Subscribe: € 1 the first month
cancellable at any time
Enter your emailAlready subscribed? Log in
