What would I alter: Jo Jackson, Made.com
In the latest issue of our series, which asks creatives what they want to change in their industry, Jo.com, Made.com's chief creative officer, reflects on what the coronavirus pandemic means for retailers and how they are adopting new ways of working for it Creative team from Made
Because the staff spent more time in their homes than ever before during the off-hours, the Made.com team spent a few months. The household goods and furniture brand saw a massive surge in demand for their products, but social distance measures have also made it much more difficult to bring items from factories and warehouses into people's living rooms. As the corona virus improves our daily routines and shopping habits, the brand's creative team had to rethink planned events and communications and figure out how to get in touch with consumers and the press when there are no physical events or purchases in the store while being sensitive the fact that we are in the middle of a global public health crisis.
For the chief creative officer Jo Jackson, this time has provided some important lessons for preparing for the unexpected. It has also inspired new ways of working and given her a whole new perspective on branding. Here Jackson reflects what the pandemic meant for Made – and what changes it wants to see in the retail world.