To say it’s a unique time in the world is an understatement. As we all collectively grapple with what this global pandemic means for us — as humans first, but also as professionals — there are often more questions than answers. There is no playbook for times like these, but what I’ve found is that crisis can provide clarity.
Though we’re uncovering new challenges every day, we’ve worked to codify a set of principles to use internally to evaluate our media campaigns in this altered marketplace. And in keeping with the theme of “five” — as in the “Do the Five” initiative featured on Google homepages around the world, in partnership with the World Health Organization — I want to share five principles that I hope are helpful to other brands undoubtedly navigating the same uncharted territory.