Friday’s First Things First – nitronet


Welcome to First Things First, nitronet’s daily resource for marketers. We’ll be publishing the content to First Things First on each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here.

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How Creative Thinking Can Carry Advertising & Marketing Through COVID-19

If Every Brewery Made Hand Sanitizer, It Might Look Like This

After a few weeks of increasingly dire headlines pouring down our various feeds, many of us are looking for ways to distract ourselves from the coronavirus crisis. And what better way to do that than by creating something fun?

When booze and beer brands like Bacardi and Anheuser-Busch shifted some of their production power to creating hand sanitizer to combat coronavirus, one creative saw an opportunity for a little levity. Freelance creative director and Denver Advertising School founder Jesse Alkire, who advises other creators to make something “silly” in these troubling times, created a custom look for several adult beverage-branded hand sanitizer bottle designs.

See it: The project includes designs for White Claw, Corona, Guinness, Bud Light and more.

As Video Production Stalls, Agencies Turn to Creative Tricks of the Trade

As creative agencies and production firms worldwide scrap campaigns derailed by COVID-19, they’re now facing the reality that brands are still expecting work—but they can’t create new video or hold photoshoots. As brands pivot their messaging while creatives, producers and editors set up shop at home, it can seem a daunting task to make do with what’s available. But many in the industry, faced with no other option, have simply gotten to work.

Read more: Learn how the agencies and production firms that are up for a bit of creative thinking are approaching the challenge. 

Help Us Face the Coronavirus Crisis—Together

In the latest episode of our daily live show, nitronet Together, deputy brand editor Diana Pearl joins executive editor Stephanie Paterik to talk about how retailers are facing the impact of coronavirus.

The Great Shift: How Coronavirus Is Impacting Key Industry Sectors

Amazon Taught Us We Can Have Anything in a Few Hours. Coronavirus Is Changing That

In the current climate, Amazon’s highest priority is no longer reducing delivery windows to unprecedented timeframes. As the coronavirus has spread, the ecommerce giant has made some bold moves to accommodate the shoppers flocking to its platform including hiring 100,000 temporary workers, and telling third-party sellers that it’s prioritizing household staples and medical supplies, and will not be accepting shipments of products in other categories until April 5 at the earliest.

Read more: Amazon’s biggest hurdle will be finding truck drivers to not only move products from manufacturers to warehouses, but also from fulfillment centers to customers.

Linear Ad Sales Expected to Drop 12% in 2020 and 2021 Due to Coronavirus Crisis

The continuing COVID-19 outbreak means a less-than-rosy outlook for media owners’ net advertising revenue forecasts. Media suppliers’ total linear ad sales, previously expected to hold steady this year, are now projected to decline by nearly 12% in 2020. The impact will be most severe for print media, which is expected to be hit with a 25% loss in advertising sales in 2020 compared to the previously forecast 17% decline.

Read more: It’s not just print, though: Magna is forecasting losses nearly across the board.

Upfront TV Marketplace Timetable in Doubt as COVID-19 Wreaks Havoc

As buyers and media companies enact new strategies in the wake of COVID-19’s impact on the country and world, several are beginning to doubt whether upfront negotiations can be conducted in their usual late spring/summer time frame. It could be several months before advertisers are able to set their long-term buying plans.

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