Managing Brands through COVID

 -  3 min read

Last Saturday, while enjoying my morning coffee, an article in the weekend Wall Street Journal really caught my attention. It featured some of the country’s biggest brands and covered how the Coronavirus has upended advertising. I found the story of Progressive Insurance’s CMO and his insightful tracking of our country’s collective mood throughout the crisis fascinating.

88 has been managing several client brands through COVID. Some have needed immediate responses, virtually all of them have altered their course several times. We’re proud of our clients and their important missions in their communities. We have been collaborating with them closely to find the right insight, tone and message at every step. The article inspired me to reflect on how 88 has been helping our clients pivot during these unusual times, in phases similar to the framing by Progressive’s CMO.

SUPPORT / Greater Chicago Food Depository

The pandemic had an immediate and severe impact on many jobs, and while we are always inspired by the work of the Food Depository, we were especially gratified to serve in a role helping them to communicate a greater need for donations at this time.

INFORM / NorthShore

We could never have the impact that frontline workers have had in this crisis, but through relevant information we can help support them. Working alongside NorthShore, our hospital network client, we developed clean, straightforward communication in a PSA format to reassure, provide direction and inform their patients and communities.


Credit union client CEFCU has core values to support and serve their members. As the country regained some footing, we helped our client with a timely campaign to instill confidence in and communicate the essence of their brand – “People Helping People.”


The team at 88 is preparing for what the future may hold. The WSJ article says that Progressive is preparing for the potential of a “Relapse” phase (the possibility of a second wave). While we certainly hope that is not the case, I know that we will continue to stand by our clients with messaging responsive to the time, developed in collaboration with them and reflecting their brand voice.

Read the Wall Street Journal article, and share your thoughts with us on LinkedIn.