Companies like GrubHub, Instacart and Costco are killing it. Others like the cruise industry will need a massive brand relaunch if they hope to be resuscitated. Division of Labor is here when you’re ready.
As we think about those businesses that are deemed essential during this pandemic, it is hard to believe that an industry like advertising was left off the list. I mean, when you think “essential business” you immediately think about healthcare, food, pharmacy and digital marketing agencies. You know, staples. Oh, and drycleaners are considered an “essential businesses” for some reason. A bit confused by that one. Does the government fear healthcare workers will arrive at the hospital wrinkled and frumpy? God forbid.
But, alas, we have grown comfortable with our non-essential lot in life, and this San Francisco ad agency is strictly adhering to California’s Shelter in Place Orders. Oh, and even if we were located in one of the dumbass states that refused to invoke a shelter in place order, we still would have decamped. It’s the right thing to do.
That said: We’re happy to report that all of our employees are safe, healthy, and working from home. If we’re being honest, no one really gives a shit what we’re up to, but here’s what we’re up to:
As a small creative shop, we are nimble, scrappy and working to create marketing opportunities for our clients with daily Zoom calls, plenty of time to think, and a shit-ton of digital tools and software to put stuff together.
Our latest digital ad campaign for Keen footwear offers loyal fans a 25% discount with the message “Keep the Love Going”, which follows up our initial effort that helped KEEN and their fans give away 100,000 pairs of shoes to workers on the front line and others in need. And now, inspired by that collective compassion, they’re offering everyone a 25% discount. No, it won’t save the world, but it’s something.
For our restaurateur client, True Food Kitchen, we had to pivot. With all but a handful of locations temporarily shuttered, we eighty-sixed the Easter brunch, Earth Day, and Mother’s Day messaging and are currently tweaking it to target summer offerings.
For the San Jose Sharks, whose season was cut short, we are beginning our plans for next year’s campaign with hopes that life is normal enough to care about sports again soon. It’s the Shark’s 30th season so our Teal Together campaign will be pulling out a few new surprises.
We also completed projects for Foster SF, Cloudflare, Roadie, Lively and Bay Area News Group as the world shut down. Of course, no one knows whether life will return to normal by summer, or at least something approximating normal. But all we can do is prepare for the worst and hope for the best.
Regardless, we are here for our clients. We look forward to the day when the Division of Labor can reunite in person. But for now, we are thankful for good health, extra family time and Zoom conference software.
Happy Passover. Happy Easter. Happy non-denominational weekend.
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The Small Agency Blog is produced by Division of Labor; a top San Francisco ad agency and digital marketing firm that’s been named Small Agency of the Year twice by Ad Age. The award-winning creative shop services clients on a retainer or project basis. They also offer brand consulting services and hourly engagements for startups and smaller brands. Click here for a free consultation.