LULU: Marketing Creative Is Evolving In The Pandemic Era

While the pandemic has put many marketing campaigns on hold, brands are increasingly relying on marketing creativity to produce compelling content, maintain a dialogue with customers, and prompt sales.

AMA Toronto is no exception. When the pandemic hit last spring, we had to quickly transition our events online, which meant that we needed more creative graphics than our team of volunteers could produce. That’s when our partnership with Lulu Marketing Communications began.

Run by President and CEO Linda Antonacci, Lulu is a fully integrated Toronto-based creative agency, which is exactly what we needed. Their unique vision of marketing creativity and vast experience in financial services marketing spans two decades, working with blue-chip brands like Scotiabank and Duo Bank to drive integrated campaigns across multiple products and services.

Our Partnership Begins

The first big project was Canada’s Marketing Hall of Legends. With the Awards dinner postponed due to Covid-19, the Lulu team had to develop a dynamic new concept primarily online for this high-profile signature event to honour the marketing leaders inspiring our industry. Since then, our collaboration has only deepened.

Small and agile, Lulu offers its clients a direct connection to senior creative resources at all times. The company demonstrates remarkable agility and capacity to respond quickly to evolving client needs and deliver on strategy, time, and budget. 

The company positions itself as a go-to boutique creative agency that delivers top-notch creativity across all channels, especially online. It can help financial services clients strategically and creatively get the results they’re looking for.

“Agencies must adapt their creative in response to the pandemic and, so far, we have witnessed some remarkable responses from Canadian companies, and Lulu is one of them.”

– Santo Ligotti, VP MarCom, AMA Toronto

Collaboration Brings Us Closer

“Collaboration is at the heart of Lulu, and we’re pleased to work together with AMA Toronto on creative projects such as Canada’s Marketing Hall of Legends, Legendary Leadership Series, the Mentorship Program, and The Agency Panel,” says Linda. “Working throughout the pandemic has been seamless and productive, and in many ways, has brought us all closer. It’s been an honour and pleasure to collaborate with the bright people at AMA Toronto,” she adds.

Business As Usual

Although the company is now working virtually, it’s essentially business as usual, and in some ways even better. Lulu’s business has increased with some clients and slowed down with others. All in all, the company has proven that it can successfully work virtually and may continue to do so once the COVID-19 pandemic is over.

“We will continue to work remotely and stay safe. But of course, we look forward to the future when we can comfortably sit around the table to have lunch together at one of our favourite downtown restaurants.”  

– Linda Antonacci, President & CEO, Lulu

In the Covid-19 era, change is the only constant, and disruption is the new normal. As businesses and brands attempt to adapt and evolve in pace with consumers, creativity should play an essential role in driving real business value.

Creativity that Withstands the Pandemic’s Pressure

Creativity should help businesses withstand the pandemic’s pressure and protect their place throughout this volatile and complex reality. Creative successes should lead the way for others, not just through this ongoing disruption but through any turbulent period in the future.

“Crisis prompts a tremendous amount of creativity. In effect, innovations will emerge, as they did during the last major economic downturn”, concludes Ligotti.

Great creativity and content always matter. And Lulu strives to deliver to clients’ needs, no matter what the economic climate.