Dept assembles strategy unit to address client queries on the impact of US tariffs

Dept has assembled a 10-person team of strategists to help clients navigate a post-tariff world. 

The team is being put together for those of the agency's clients that are seeking advice related to the import tariffs proposed by US President Donald Trump.

This unit will work in real time with clients to help define marketing communications, how they look at tech investments, reach new consumers and return to growth. They will also continuously monitor the situation, develop various possible scenarios and formulate appropriate responses for clients.

Trump's decisions have caused turbulence in the advertising industry and uncertainty among companies, which presents an opportunity for agencies to position themselves as serious advisors to their clients. 

Dimitriou said: "Our goal is to be a strategic partner for our customers in these uncertain times."

The unit includes five strategists from the US and EMEA who will exchange ideas, respond to customer questions and proactively approach them with recommendations for action. These recommendations vary between different markets and for different industries.

Dimitriou outlined three main topics that have emerged:

1. When prices have to be increased: how does it affect brand trust? What is the best way to communicate this in marketing?
2. When marketing budgets shrink: how do you quickly shift to more performance-driven marketing? How do you use AI to increase efficiency?
3. When a retailer has several products on offer: should you increasingly market the products that are less affected by tariffs?

He is convinced Dept is in a strong position to advise companies on the matter. Dimitriou said, "There are an enormous number of external factors that we cannot influence. Companies have fewer and fewer levers at their disposal, but marketing is definitely one of them. So, the strategic importance of marketing for companies is growing dramatically."

The unit was "set up in response to external circumstances, but in the long term it could also think proactively ahead", Dimitriou said. 

Although he said it was painful to take the strategists away from their respective projects, he added that Dept must "prioritise the activities that our customers need most now. Nothing is more important than being a strategic partner, listening to them and being responsive at all times. And that's what this unit is for."

While Dimitriou is reluctant to make predictions, he allowed himself to make one: "I expect that current developments will further accelerate the AI transformation. Both to achieve better outcomes and to work more cost-effectively."