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Occasionally, an agency will take on a project that seems simple at first but quickly becomes complicated, requiring specialized skills and out-of-the-box thinking. While your agency might offer services in multiple practice areas, clients’ specific needs may fall somewhere in between them.

We’ve all heard the maxim, “There’s no such thing as bad publicity.” Anyone who has paid attention to social media over the last decade will realize that this statement is not true. Consumers can be fickle, and all it takes is one instance of poorly crafted messaging to wreak untold havoc on a brand’s reputation.

Seasonal marketing campaigns may look a little different this year. Marketers might find that they need to modify or even totally upend commonly used tactics this holiday season to reach consumers who are in a very different mindset and facing a whole new set of circumstances.

In a devastating pandemic that is affecting nearly every citizen and business, some are struggling more than others. Research shows that there are racial and ethnic disparities among the afflicted, with Black and Hispanic/Latino communities being hit disproportionately harder by Covid-19 than white communities.

In the past, a company’s brand image was a lot easier to craft. Brands were more isolated and could count on consumers to buy their products even if they maintained their distance. With the world becoming more connected, brands have had to shift their focus. Today’s consumers, especially the younger ones, are more drawn to brands they can personally identify with.

With social distancing protocols and shelter in place orders part of life these days, businesses have had to become more creative in engaging their audience. Livestreaming sites offer these companies the perfect chance to do so. The sector has seen massive growth between March and April of 2020 because of how many businesses are trying it out as a means of marketing outreach.

The novel coronavirus. National and state lockdowns. Black Lives Matter. Police protests. Corporate diversity (or more often, the lack thereof) landing in the spotlight. Suffice to say that 2020 has been through no shortage of major historic events so far, including a growing demand for brands to do more than offer lip service when it comes to their stance on some of the major issues confronting consumers today.

It’s not exactly an easy time to be in the business of looking ahead as a marketer, as the ever-changing Covid-19 situation continues to impact consumers and businesses. Challenging as it may be, however, this is when retailers need to start thinking about holiday plans — and preparing for what is likely to be an unusual shopping season.