About the Campaign | Get the Facts - Brands Need Building

Posted 5 August 2020.

At the Comms Council we believe strongly that Brands Need Building. After all, 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 we were fortunate enough to co-publish with Peter Field and Rob Brittain, two of the world’s leading authorities on advertising effectiveness, ‘AUNZ Advertising Effectiveness Rules – Winning or Losing in a Recession’, containing 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.

We believe this evidence in the report not only supports our 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. So, it seems only fitting that we follow our own advice and continue to advertise during the recession.

A massive thank you to DDB for the creative inspiration, Starcom for the media thinking and TVNZ, oOh!media, Stuff, Facebook, NZME and MediaWorks for their support in getting the campaign out there.

Keep an eye out for the campaign which will be running over Print, Digital, Radio, TV, Digital Outdoor and Social Media