Taking silly season seriously

In a week that has seen the creation of a new five-toed running shoe, a cat blamed for downloading illegal material in Florida, and coverage of an elephant stuck in a hole, it is clear we are at the height of the silly season.

Traditionally, with parliament in recess and most sane people either recovering from, or planning, their summer holiday, August's news output can often be a little on the trivial side.

With communications teams up and down the land vying for publicity for their clients, for many brands, the silly season presents a prime opportunity to bolster their brand and deliver part of a memorable campaign.

This year, however, feels somewhat different, with plenty of significant hard news around that we should be taking notice of. Natural disasters, military governments flexing their muscles, and a viral pandemic have helped to keep news output full of the serious stuff recently.

Whilst the silly season can be silly, it shouldn't be overlooked as a real opportunity - but the brand has got to fit!

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