ABSTRACT
This chapter builds on chapter 3 in that it describes the core phenomenon of how COVID-19 unfolded in the United States and how it shaped the advertising industry over the course of a year. It begins with a review of the crisis communication literature as well as descriptions of lived experiences as told by advertising strategists, planners, creatives, and CEOs from some of the leading and award-winning advertising agencies in the United States. While many brands went dark during the crisis, others leaned into the challenges and transformed into highly consumer- and community-oriented partners. Agencies had to determine how to provide value to clients and consumers, while also surviving as businesses themselves. The chapter starts by exploring seven initial categories of complex crisis response advertising, including talent care, client care, consumer/community care, communication, agency culture, agency health, and the work that was created during the crisis. Participants divided the pandemic and subsequent brand communication into different phases over the course of the first 15 months of the crisis, including (1) shock absorption, (2) the new temporary normal, and (3) re-emergence/transformation.
