How Ford, Hershey's and Popeyes Quickly Pivoted as the Pandemic Hit

Some brands are relying heavily on in-house creative teams

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About a month ago, when it became clear that things were truly shifting in a way we could never have predicted, brands around the world had a lot of work to do—and almost no time to do it.

While some brands leaned heavily on in-house teams to quickly change course, others huddled with agency partners—and still others did both at once. But no matter how, brands were working overtime in those frantic first few days: reanalyzing each piece of content, assessing messaging in light of the sudden change in the global emotional temperature, and going back to the drawing board when necessary.

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