While Italy is taking the first steps into Phase 2 of the coronavirus pandemic, 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.

In China, video entertainment has taken lockdown by storm. Live streaming has become increasingly popular amongst the population and consequently amongst brands. From rural farmers, who have gone viral with funny videos where they have presented their products, to the fashion brands that have paraded in streaming. E-commerce platforms have made their live streams available to brands, not only to sell, but also to launch their products.