Good morning, Marketer, and marketing and advertising industries respond to Russia.
At a time when it feels like there’s little that can be done it’s good to see the marketing and advertising industries doing what they can. According to data from the ANA, 23 percent of ANA member respondents do business in Russia. Of those, 25 percent have suspended or reduced their media spend in that country. One third say they intend to cease or scale back operations in Russia.
“The ANA strongly supports and applauds their actions and those of the greater marketing community to assist with humanitarian efforts in Ukraine and promote peace,” the group said in a statement.
Surveying its members on what marketers can do, the ANA heard responses that echo some things we’ve been suggesting here: “Be mindful of our activities during times of crisis. If we are connected to consumers and culture, we need to be thinking through the context within which our messages are received.”
The truth is, no matter how great your product or service and how polished and relevant your messages are, understand that many people have other things on their minds right now, and tailor your tone accordingly.
Kim Davis
Editorial Director
