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When Andy Georgescu, the U.S. marketing communications manager at Ford Motor Co., traveled to Jackson Hole, Wyo., in June for a TV advertisement shoot, he and his peers booked separate flights, car rentals and hotels.
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The typical bustle of directors, set producers, lighting specialists, marketers and ad agency staff was replaced by a smaller, quieter scene. Everything was tailored to avoid a crew-wide outbreak of Covid-19, which could take down a costly production.
“There’s no doubt how we produce content is getting rethought,” Mr. Georgescu said.
When the coronavirus pandemic swept across the globe, the lights went out on Madison Avenue’s large, pricey commercial shoots. Brands wrangled ads from old footage and relied heavily on animation, user-generated content and new technology to render scenes digitally.
Now, marketers are eager to get back to their productions, but they are taking precautions and rethinking future strategies.
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As Ford took safety precautions to avoid illness and the “sunk cost” of a canceled production—there is no Covid-related insurance available for ad shoots—the company also learned that its processes could be more efficient.