Blog An Opportunity For Big Brands to Give Back

An Opportunity For Big Brands to Give Back

Our Creative Director discusses the opportunities for brands to give back.

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There’s no better way to start a fresh blog post right now.

Two weeks ago I was sending LinkedIn messages about long overdue catch-ups and putting the world to rights over a bottle of wine. And now we’re facing a world that none of us have ever seen before. We’re scared for our health, we’re worried about the future of everything we have ever known as ‘normality’ and it would appear that no one can give us any answers.

Like all of us, the current situation has got me thinking more so than ever about work. For over a decade I’ve specialised in audio creative and content, and my obvious prediction is that the listening figures will go up as more of us are isolated and turning to the radio and streaming platforms like Spotify for comfort.

Music has always been (and will continue to be) both our escape and our emotional mirror when we need to angrily scream to thrash-metal, dance our worries away to pop classics or cry to ballads of memories gone by. It will continue to be our connection in a disconnected world.

And this has led me to thinking about brands and the opportunity they have right now to give back.

For as long as I can remember, I’ve read RFPs and briefs from multi-billion dollar companies that evangelize about building “authentic connections.” They’ve asked for “real-life, personalised moments” utilising “contextual conversations” and we’ve curated these moments to make people feel close to the brands. To make people feel like the brands are a trusted part of their own lives. But now these brands have the chance to show that they genuinely care. This is the opportunity to be seriously authentic and give back to consumers in a time of real need.

Giving back might take the form of simple messages of love and care, as guidance on wellbeing, mental health advice to ride out the anxiety, entertaining distractions, initiatives to help those in need in the community: whatever fits the brand, there’s something reassuring that they could do to spread positivity.

Advertising often gets a bad rap but I have always strongly believed in advertising as an incredible force for good, and for the world’s biggest advertisers, now is the time and this is their chance to prove it.

Kathleen Moroney,

Creative Director


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