In this episode of ClientSide, we speak to Tim Bond, Head of Insight at the DMA. Tim is an experienced communications professional with more than 12 years of experience in data, PR, and marketing. He discusses the industry’s key concerns relating to the Covid-19 pandemic as well as what may become the new normal. He also talks about the importance of insights, analytics, and data for success in marketing endeavours.
Addressing the industry’s key concerns for dealing with Coronavirus
“We need to lobby government and make sure that the right things are in place.”
As the Head of Insight for the DMA, Tim and his team have recently been conducting various in-house research to distinguish the trends that may be affecting the industry. Over the past couple of months, his team has launched an industry tracker to observe how it is dealing with the Coronavirus pandemic. Tim says that they have been “looking at some of the key issues around furloughing and potential redundancies that are having to be made, as well as impacts on business as usual and revenues. But more importantly for us, is understanding what we need to do as the DML to lobby government and make sure that the right things are in place.”
This research has led to the creation of the DM trust home learning fund, which offers training to people who have been furloughed or made redundant. They have also organised other events and taken part in projects with other research companies, Foresight Factory being one such.
A consideration of the new normal
We also discussed with Tim what the world might look like when the Coronavirus pandemic comes to a close. According to Tim, it would be unreasonable to believe that our current circumstances will remain as a new normal. Instead, he believes that “there’s a natural regression back to behaviours, and these behaviours shift over time. Yes, this is an unprecedented event. And I think there may be a couple of things that do change. I hope one of them is the openness to homeworking that we have seen over this time.” Tim believes that human understanding may have changed, but that such entities are impossible.
Choosing and appointing agency partners
Aside from Coronavirus, we took the opportunity to ask Tim how clients should choose an ideal agency partner. According to Tim, the main considerations are what you want to get out of the situation, and what you want the agency to do. He said, “I think great work comes from good relationships, and that doesn’t mean you have to be best friends. Some of the best work, and actually award-nominated work, that I’ve done in my career has been with people who I don’t necessarily have a personal connection with.” Sometimes, creative frustration can occur but often this is indicative of the effort going into a project and makes for a positive outcome.
In conclusion, Tim Bond’s beliefs on the pandemic can be summed up within a single quotation – “Anyone who says that we can’t innovate at speed will be pointed to this period and called into question forever.”