Thought Leadership

How do you pivot in a crisis?

The new Creativebrief Explores series will explore how brands and agencies are pivoting their partnerships in the midst of the Coronavirus crisis.

Nicola Kemp

Editorial Director


Is Zoom where creative ideas go to die? How can agencies balance sustainable ways of working with the need for speed when pivoting global ideas at scale?

These are just a handful of questions that will be explored in the weekly Creativebrief Explores series, which will lift the lid on how creative partnerships are thriving and evolving in the wake of the Coronavirus crisis. 

The series is designed to provide insights and honest conversation on the challenges and creative opportunity afforded by the current climate. It comes amidst a genuinely unprecedented time for the creative industries; one that is creating new pressure points for both brands and agencies. 

of people are currently feeling ‘a bit lost’ about work
of people are currently ‘feeling good’ about work

Research from Amazing If revealed that 77% of people are currently feeling ‘a bit lost’ about work at the moment, with just 23% of respondents ‘feeling good’. The research identified balance, boundaries and breathing space as well as finding meaning and motivation as key challenges for the workplace.

In the wake of these personal and professional challenges, building high trust, supportive relationships has arguably never been more important. With this in mind each Thursday at 2pm Creativebrief will be lifting the lid on the partnerships behind some of the most impressive and inspirational marketing pivots of the crisis.

The series will kick off on Thursday 18th June with Tati Lindenberg, VP of Dirt for Good at Unilever and Will Dixon, Global Business Leader at MullenLowe.

Dirt is Good is one of the most iconic marketing positionings of the past decade. The strapline, which was the work of Adrian Holmes at MullenLowe in the nineties, alongside the Unilever Persil team, shifted the category from a molecular arms race for cleaning products that made clothes whiter than white to a brand positioning based on being a force for good. 

No business could be prepared for the Coronavirus crisis but for a global brand such as Persil, a brand messaging which celebrated children playing outside was at odds with the reality of a global pandemic that required families and individuals across the globe to stay inside. In just ten days, the team successfully pivoted to a new global message: “For years we encouraged you to get dirty outdoors. For now, we thank you for playing indoors."

MullenLowe X Persil.jpg
MullenLowe X Persil, Home is Good.jpg

Persil, 'Home is Good' by MullenLowe