Far from being quiet, the team at Mc&T saw an opportunity to navigate our clients through the choppy waters that lockdown provided. It is well proven that, in times of crisis, those brands that remain active in communication output, emerge better off post-crisis, building more trust and understanding with their audiences for their continued presence, than if they had stayed quiet. Hence, Mc&T encouraged its clients to ‘be there’ for its audiences – always ensuring that activity fell into one of two approaches, being useful or being entertaining. From creating digital ‘cheers’ moments for a beer brand within the first week of lockdown, to communicating the benefits of telemedicine for a neuro tech client, we helped a whole host of cross-sector clients remain relevant, while others feel silent.