NASA via Unsplash
Brisbane based agencies were significantly impacted by ex-Cyclone Alfred, despite the down-grading intensity of the weather event.
Alfred swept through southern Queensland and northern NSW affecting thousands of businesses, while some agencies were lucky with virtually undisturbed offices others were significantly impacted.
The biggest impact was campaign delays, locals tell AdNews.
The majority of marketing activities either had minor adjustments or complete pull backs to align with shifting consumer behaviors, resulting in hundreds-of-thousands-of-dollars in revenue lost.
In response, national agencies and media partners have provided flexible media placements, direct donations, fundraising efforts, or community-led initiatives.
Across the state the lead up to the anticipated catastrophic event led to very stressful preparation days as well as some business setbacks.
Agencies had to adapt quickly, seeing many physical offices closed and teams switching to working from home from Thursday March 6th to avoid unnecessary travel.
Clients have also pivoted quickly by moving events, shifting campaigns, or rewriting messaging overnight.
Meanwhile, industry events such as UnLtd’s Big Clash Cricket have been rescheduled.
While some agencies were only mildly inconvenienced, other offices were damaged and had lost power for days.
Businesses, particularly in retail and hospitality, were forced to remain closed for up to a week, impacting both revenue and planned marketing activity.
“Other than moving furniture off our balconies and WFH for 3 days we survived ok,” one independent agency owner told AdNews.
“Some projects and shoots were put on hold but all in all we got through unscathed. We were much luckier than our mates on the Gold Coast and in Northern NSW.”
“For many, the disruption felt reminiscent of COVID, basic supplies like milk, bread, and fresh produce became scarce, schools and daycares shut down, and teams juggled work with home responsibilities,” OMD Brisbane managing director Alison Costello said.
“Even now, some areas south of Brisbane remain without power, affecting both businesses and households.”
Brisbane PR agency Aruga saw staff work remotely from Thursday to Monday but personal problems came up.
“Some of our team lost power, so work wasn’t an option for them. Others had kids at home with school closures so adjusted their hours or took TOIL to focus on family,” co-founder Adam Brunes told AdNews.
“Our clients, many of whom were hit hard, were of course incredibly understanding.”
The biggest challenges came from client events and campaigns that had to be reworked on the fly.
“International media famils were cancelled (an island hop is a tough sell amidst a category-2 cyclone!), opening nights were postponed and sold-out performances called off. The show can’t always go on,” Brunes said.
“One of the biggest logistical challenges we faced was completely bumping out a major stadium activation just days after bumping it in. In our industry, we’re used to last minute changes to plans, so while it’s fatiguing, problem-solving on the fly is comfortable territory.”
How can the rest of the industry help?
Following the impacts of Cyclone Alfred and flooding the broader community’s recovery is still very much underway.
The advertising community has banded together to support locals in various ways from a mix of practical help and community rallying.
Agencies and media partners have provided flexible media placements, direct donations, fundraising efforts, community-led initiatives or simply pivoting quickly by moving an event, shifting a campaign, or rewriting messaging overnight.
“A highlight has been the XXXX ‘can van,’ stocked with beers and ice, which rolled into storm-affected suburbs to bring some much-needed relief to those left without power,” Alison Costello said.
“For those looking to contribute, supporting impacted local businesses, through partnerships, promotional efforts, or donations, remains key to helping both the industry and community rebuild.“
The Queensland Government has launched a major marketing campaign to support tourism after the state faced major weather events.
The best thing the industry can do is keep that spirit going – offer flexibility, lend a hand when possible and share resources.
A little understanding goes a long way when people are picking up the pieces, Adam Brunes said.
“These things don’t just pass once the storm clouds do. Our focus is on supporting where we can, staying flexible and responding with the same empathy and care that got us through the pandemic,” Brunes said.
“The past few years have taught us a lot about resilience and that kicked in again here. Agencies and PR teams have been doing what they do best: keeping clients informed, adjusting plans and helping businesses navigate an unexpected and unpredictable crisis.
“What can you do? We’re all systems go in Brisbane, so those wanting to support should come for a visit – book a long weekend in the city or visit our incredible regions, buy tickets to a new show or festival, or check out our booming restaurant and bar scene!
“We have hospitality clients giving free parmis and pints to Energex and SES workers, there’s been incredible stories of support, community and care and in Aruga’s case, we support our team and our clients by prioritising a people-first approach led with empathy, compassion and solidarity.”
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