"A new capitalism, as the Minister for the Economy Bruno Le Maire calls for it, requires a new publicity", according to the advertiser Luc Wise, former Omnicom and Publicis now president of the agency The Good Company that he founded in 2019 with the ambition to combine creativity and responsibility in communication. The coronavirus crisis has obviously accelerated fundamental trends in marketing, which must now find their advertising translation.
Disclosure
With the firm Viavoice, The Good Company has carried out a study among French consumers which reveals that 67% of them believe that the communication of companies and brands will have to change in the future. "Consumers expect brands not only to engage but to communicate on their commitments," says Luc Wise. The crisis has accelerated this wish quite brutally. And at the same time, the distrust of brands is almost up to expectations. ”
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