BLOCK LAUNCHES ‘MIND THE GAP’ – A BRAND SCREENING SERVICE TO HELP CLIENTS ADAPT TO THE WORLD POST-COVID-19

Block has launched a brand screening service to help marketers adapt their tone and messaging to the COVID-19 era and the ‘new normal’ beyond.

To help clients move toward post-COVID-19 readiness and ensure their brand remains strong and front of mind, Block has launched ‘Mind the Gap’ – a modular brand screening service.

Internationally, research has found that 79% of brands are creating new messages to respond to the enormous impact of COVID-19, while 81% of major multinational businesses have opted to defer campaigns they had already planned, instead choosing new messages tailored to meet community sentiment and need, according to the World Federation of Advertisers.

“There has never been a more relevant time for “business not as usual” but the truth is, many clients aren’t sure how to navigate through the mid-COVID-19 market,” explains Emma Watton, Director of Strategy at Block (above left). “As brand specialists, we know that most brands have not been designed to hold pandemic conversations with their customers and stakeholders, and that getting the tone and messaging wrong during this time can be detrimental. To put brands on the right path, we have developed a consulting product to help.”

‘Mind the Gap’ represents a pivot for Block as the agency has applied its specialist skills to package a new brand screening product.

“We initially held ‘Mind the Gap’ workshops to help existing clients prepare for the post COVID-19 road to recovery. Many clients had ideas in mind and were unsure of whether they are the right message for the moment. Others have realised this is an opportunity to make significant shifts to their brands and businesses in what could be a watershed moment for them,” said Natalie Jenkins, CEO at Block (above right).

With the pilot program almost complete, Block is now offering ‘Mind the Gap’ as a consultancy tool that’s specifically tuned to help clients navigate their way through the current communications minefield to the ‘other side’, ensuring they are ready for the post COVID-19 road to recovery.

“With the Federal Government announcing the staged easing of restrictions, being ready to take the next step is vital,” added Jenkins.