Creative Messaging Development and Production Given COVID-19 | Research Reports | Research Studies | All MKC Content | ANA

Creative Messaging Development and Production Given COVID-19


The ANA surveyed our members to understand if/how creative messaging has been developed and how work is getting produced, given the COVID-19 crisis.

  • Ninety-two percent have adjusted creative messaging for marketing since mid-March, when COVID-19 was declared a pandemic by the World Health Organization.
  • For 46 percent of respondents, those adjustments have been substantial; for 42 percent adjustments were moderate; for 12 percent they were minimal.
  • Producing new creative assets has been a challenge for only 39 percent of members. In other words, marketers are finding ways to get things done.
  • In-house agencies and other internal teams were identified as being most important for producing new creative assets, followed by external agencies and media partners.
  • Eighty-nine percent plan on adjusting the creative messaging for marketing going forward in view of the current environment.

For creative adjustments already made as well as those planned in future, respondents noted that messaging was more sensitive and empathetic; encouraged social distancing; and changed from being promotional/harder sell to "we're here for you" creative.

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"Creative Messaging Development and Production Given COVID-19." ANA, 2020.