Communication in times of Covid-19

By Camille Frati, Lex Kleren Published on 21 Jul. 2021 Switch to French for original article

The Coronavirus outbreak has not spared any sector of activity. Destructive for some, it has accelerated the changes already underway for others. This is the case for the communication and advertising department, where digital support has exploded while the tone of the campaigns has adapted to the zeitgeist.

"Half of the agencies would not have survived without state aid." This is the unequivocal statement made by Thierry Wunsch, president of MarkCom, when asked how marketing and communication professionals have weathered the health crisis that has been raging for the past 18 months. A few agencies have in fact died out a few months after the first wave of Covid-19 pandemic. For the rest March 18, 2020, sounded like a thunderclap.

"The shutdown was very abrupt, both for our commercial and non-commercial clients", recalls Claude Muller, managing director of the agency Comed. "Many projects were stopped or put on hold. For example, the campaign 'Mam Vëlo op d'Schaff' we did for the government, which was planned for 2020, was suspended and only resumed this year."

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