Comms Council campaign via DDB NZ encourages brands to keep building through advertising

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The Commercial Communications Council has launched its new ‘Brands Needs Building’ campaign via DDB New Zealand.

 

Says a spokesperson from Comms Council: “At the Comms Council we believe strongly that Brands Need Building. Afterall, a brand is the most powerful competitive advantage a business can create. And the evidence suggests that holds true even in a recession. So we’ve taken our existing “Brands Need Building” campaign and updated it to reflect the latest thinking and evidence about marketing in a recession.”

The ideas in the campaign are based on a new report the Comms Council co-published with Peter Field and Rob Brittain, two of the world’s leading authorities on advertising effectiveness.

The report ‘AUNZ Advertising Effectiveness Rules – Winning or Losing in a Recession’, contains valuable insights on the implications of Covid-19 and the resulting recession for the advertising industry on both sides of the Tasman. The report was released via a live webinar.


The Comms Council believes this evidence in the report not only supports its case but also clearly establishes the premise that those companies that advertise in a downturn continue to reap the benefits long after the economy recovers.

Says a spokesperson from the Comms Council: “A massive thank you to DDB for the creative thinking, Starcom for the media thinking and TVNZ, oOh!media, Facebook, NZME and MediaWorks for their support in getting the campaign out there.”

Comms Council campaign via DDB NZ encourages brands to keep building through advertising