Page 39 - Adnews Nov-Dec 2022

www.adnews.com.au | November-December2022 39
Perspectives
Kiranpreet
Kaur, managing director, Archibald Williams
on ad spend. Consumer confidence levels tell you that consumer spend- ing won’t remain at these levels.
Mediabrands are forecasting low single digit revenue growth for 2023 with that growth focused around Digital and those chan- nels still not yet back to pre- COVID levels.
Key themes from conversations with clients: We’re finding clients are even more focused on accountability and proving the effectiveness of every dollar they spend to ensure they’re delivering outcomes for their businesses.
Attention is a hot topic and will continue to be. Sustainability: More and more of our clients are engaging with us on sustainability and the impact their media investment and placement has on the environment and their carbon footprint.
Kiranpreet Kaur, managing director, 2Archibald Williams
022 has been one of the fastest
changing years I’ve seen. It was the year where most of middle Australia, particularly those who financially survived the pandemic, came to life again. Consumer con- fidence drove spend across multi- ple categories, and we also saw brands open up their wallets as they kicked off new work (as well as work that had been previously put on hold). But soon enough, we saw all of it change with inflation and interest rates on the rise. Needless to say, it’s been busy – a warm welcome by many in our industry. But busy amongst a tal- ent crisis? Ouch! So, as agencies, we’ve had to do our best to keep staff motivated and at bay, all while navigating the new remote working arrangements that have challenged the ways we have built our businesses, cultures and teams. Thankfully, alongside this, our industry has become a lot more attuned to mental health and I hope this momentum progresses further into the new year. Personally, my outtake from the year has been the pursuit of relent- less open-mindedness, innovation