On a lighter note, for those who remember the 1976 Bollywood movie Chhoti Si Baat, veteran actor Ashok Kumar taught the concept of Turnaround (ghumaon – in hindi) to Amol Palekar. Little did he know that after four decades, a massive disruption will trigger the emergence of a very effective Industry and pull it Above The Line!
On a serious note, COVID19 disruption has given rise to yet another “NEW NORMAL”! With Paid Industry struggling hard for various reasons, Earned, Owned & Shared modes of brand communication – the rightful territory of Chief Communication Officers (CCOs) and PR Consultancies – are Turning Around and repositioning themselves Above The Line (ATL)!
This needs shedding of archaic Brand Research & Data Analytics systems! Replacing it with Fresh MiS framework that is especially customized for this Industry. This is what will insure Opportunity translating into Success in the long run!
CEO dependency and trust on this Industry is at a new high! Fantastic Opportunity for this CCO-Consultancy Collective to design and drive the NEW ATL. Old school definition of ATL may never be the same again!