While Italy is taking the first steps into Phase 2 of coronavirus, China has entered the heart of what we call the “new normality”.

Valentina Salice (Head of Business Development), Luca Centurioni (Strategic Director), Antonio Montesano (Head of Digital) at OMD Italy had a video chat with Kevin Mann (General Manager for New Business Development and Marketing) and Mimi Lu (Head of Strategy) at OMD Shanghai to share some key points and insights about what ‘new normal’ means for people, brands and communication.

The way brands communicate in a post-pandemic world is just as important as communications during a pandemic. The messaging has to reflect trust, reliability, quality and authenticity. Optimistic messaging that looks towards a brighter future has performed well in China. This is much preferred over brand content that focuses on the tragedies of COVID-19.