We interviewed Prue Tehan the General Manager of The Communications Council of Australia (TCC) a peak industry body of the communications sector and discussed how the industry will look in the current future as restrictions are easing by the day
While the COVID-19 crisis has forced a rapid transformation of the various services offered by The Communications Council, there’s no denying the past few months has provided us with some valuable opportunities to test, learn, and develop new ways of working.
Although we look forward to a time in which we may be able to provide some of our services in person again, moving our courses and events online has removed a huge barrier for participation, and allows us to reach a truly national, and international, audience.
The feedback from our members during this period, particularly those who may otherwise be unable to participate in our initiatives, is that they have never felt more connected to the industry and The Communications Council – a huge incentive to continue exploring how we can grow in this direction.
As an industry that thrives on creativity and innovation, advertising agencies are uniquely positioned to adapt their own offering, and work closely with their clients to steer brands and businesses through the storm.
Numerous studies over past decades have demonstrated the importance of maintaining audience share-of-voice during tough economic periods. Ongoing advertising and communications is key, and creativity or cut-through the major driver of its effectiveness.
Our priority right now is to help brands and businesses maintain their confidence, provide them with evidence to support marketing investment, and developing creative solutions that squeeze the maximum ROI from every dollar.
