Irma Knocks Out Puerto Rico's Ad Industry
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It’s back to basics in Puerto Rico as ads focus on radio and TV, and people prepare for no internet should AT&T and Claro stop working.
DDB Puerto Rico sent staff home about 12:30 p.m. on Tuesday to prepare for the island’s most powerful hurricane in 100 years. Still, some continued to work until 10:30 a.m. on Wednesday to wrap up creative and get it to clients and media, says CEO Edgardo Rivera, speaking from the patio of his home, where the power has gone out. (His cellphone, he says, now only works outside, and he expects to lose the signal altogether.)
The agency started planning early for clients like Walmart and Puma Energy gas stations, Rivera says. For Walmart, which has about 18 stores in Puerto Rico, the agency activated social media to keep consumers informed about how long stores will stay open and what basic supplies like water are still in stock. (Walmart started closing some of its stores at 6 a.m. today.)
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