Priyanka. Yes, we most definitely have. The projects we have been approached for in the past few months have been far more focused and defined in terms of business objectives and timelines. Also, they seem to be largely based on immediate and visible client's demands, which is in stark contrast to how things were earlier. Where people were willing to take more risks, today there is a lower scope for indulgence.
Another interesting new development includes work coming our way from large scale public sector companies that speak to the wider demographic, demonstrating a surprising yet encouraging the savvy understanding for strategic branding and appreciation for good design.
Priyanka. Some businesses have been hit very visibly in the past few months because of the way that COVID has impacted consumer spending patterns. It has led to a visible shift from 'want' to 'need' and once again, there seems to be little or no scope for indulgence. Businesses seem to be now investing in more holistic and purpose-driven brands.
'Survive to thrive' is also a recurring theme we are witnessing. The inability for businesses to differentiate between branding, advertising and digital agencies is possibly the industry's biggest challenge which is further burdened with the need for agencies to stay afloat. Survival is dictating decisions and if we as a collective are not cautious, it could even impact creative standards.
Priyanka. More than just deadlines becoming tighter, it is the intensity of engagement that is crazier; heavy spurts in short times. Often, there's just about enough time left in a day to schedule the next set of calls. The lines between personal and professional are fast fading and balance has become critical to stability. We are at a whole new level of multitasking!
Priyanka. Not really. The industry at large has been hit more by the economic downturn rather than WFH. And since we saw a similar downturn play out in 2008, our decision to build a diverse portfolio spanning most industries across both public and private sectors, has worked wonders and helped us ride this wave.
As far as WFH is concerned, our clients have been happy to have more access to us; and we think they secretly prefer it as well!
Priyanka. Besides the initial few weeks of the lockdown where we saw not just clients but the entire country go into silent shock, it has been an extremely busy year for us. We did lose a few clients along the way which hit hard because the associations were long term and well established. On the other hand, we have a surge of meaningful enquiries coming from across emerging business categories, as expected, and completely new geographies which have been quite unexpected.
We would like to end on what has ironically been our most gratifying work this year. Pro bono work has become our creative investment towards that holistic purpose and hence closer to our hearts. It may probably be our only indulgence through these COVID times!
