Page 32 - Adnews Nov-Dec 2022

Perspectives
Jasmin Bedir, CEO, Innocean
As always I am writing this
whilst re-reading my predic- tions from the previous year.
I was partially right about con- tinued struggles around talent and supply, but I didn’t have major data breaches on my bingo card.
But maybe we should be hav- ing this conversation in the metaverse, which just adds to the confusion that modern market- ing has become. It’s a sea of nev- erending complexities that mar- keters are grappling with that will only get more complicated in 2023. The obsession with shiny objects like Web3 and the
Creativity will remain the driving force for growth. It is what will connect the collective hundreds of millions spent on integrating marketing
and tech stacks.
Publicis Groupe ANZ, Mike Rebelo
metaverse will add to the conversation around authenticity and pur- pose that has emerged.
The importance of customer centric thinking in a world where Salesforce tells you it has all the tools you need, but CMOs are left without the resources and budgets to utilise it properly, will only increase.
So 2023 is shaping up to be more of the same, more tech, more soul searching, but with a potential recession looming, also more uncertain.
Hannah McElhinney, Snack Drawer co-founder and chief creative officer
I
The carrot of the 4 day work week has us feeling optimistic about cramming 5 days of work into just 4, while digital nomad visas have us scrolling Airbnb for far-flung places to be productive from. We’ve arrived on the other side of the pandemic hyped up on a utopian vision for the future of work. As an industry we’ve pledged to be kinder to ourselves
’ve seen more commentary this year than I ever have before about the
future of this industry. We’ve heard of the ‘Great Resignation’, the ‘quiet quitting’ phenomenon and a seemingly endless stream of quips about ‘meetings that could have been an email’.