Page 20 - Adnews Magazine November-December 2021

Perspectives
launch of a new IMAA Academy in 2022 for our members’ staff.
Related to attracting and retain- ing staff is our members’ desire to make our industry a better place. We have learnt that this goes beyond education and incentives, but also recognising the things that those working in our industry find impor- tant. So next year we will give spe- cial focus to diversity and inclusiv- ity, reconciliation and giving with a Diversity Council, Reconciliation Plan and a charity partner.
We have also learned that phys- ical events are really important to our members, and many have been frustrated about the lack of them. Events are important not just to network, but to knowledge share, learn and engage with our media owner and industry body partners. The IMAA will make a welcome return to physical events next year with a series of partner events to kick off proceedings.
On a personal note, I have learned to enjoy the simple things in life: that my kids now expect me to go one better than “Disco Dad”
“What is really exciting to see is how fast indies have bounced back from lockdowns and having a positive impact
on Australian businesses.”
Sam Buchanan, IMAA
with my six-year-old’s lockdown garage disco party, that I have two sleep terrorists, and Hugboots are surely an acceptable form of footwear.
Looking ahead, what is really exciting to see is how fast indies have bounced back from lockdowns and having a positive impact on Australian businesses. They fall the hardest but are the quickest to recover. This is evidenced by our member Pulse Survey, which shows that 88% of our agencies will increase staff next year with strong client growth predicted.
Working closely with our leadership team, IMAA Partners and our members has been an incredible experience regardless of lockdowns, but we say bring on 2022!
Michael Miller,
executive chairman, Newscorp Australasia:
The total uncertainty of 2021 provided all Australians and Australian com- panies with unprecedented challenges and opportunities.
After the pandemic shocks of 2020, most thought the worst was over. Australia’s global reputation was that we were smart, fast, healthy and wealthy. Expectations at year start were high that we could outsmart and contain the virus and benefit from our national efforts during 2021.
As we now know the Delta strain hit. Variable and ever-changing health and government advice, and the inconsistencies between them, caused uncertainty for communities, families, consumers and businesses.
This great uncertainty has seen the rapid growth in real estate (and home lifestyle) investment and investors taking advantage of historically low interest rates. For health security (and due to trading restrictions) Australians have adopted digital commerce and are now prepared to be patient and pay the price for delivery.
Anticipating consumer habits that emerge from 2021 is challenging for all in business. It’s equally challenging for consumers, each unsure where and how they will work, the best family and community dynamic, their shopping and entertainment routines. Most now have new tastes and different ways of connecting.
The biggest challenge for businesses is picking the commercial oppor- tunities these uncertainties have created. How can they increase their share? What business gaps have opened or closed? What are the right skills and team practices needed to get the best results?
What did you learn?
More frequent communication and personal connection had significant and positive impacts throughout 2021. During 2021 I spoke to many more colleagues and clients. We worked better together by sharing ambitions. Their experiences and insights helped me make better decisions and to be a better leader.
As an executive we more frequently reviewed our priorities through the “fewer, bigger, better, different” filter. We saw 2021 as a unique period of opportunity which we didn’t want to waste. The impact of the decisions we made will be felt during the years ahead.
From an industry perspective, there is no doubt that Australians turned to trusted news more than ever. From national news, to grassroots reporting, we saw historic highs in readership across print and online. 2021 reinforced the important role media plays in keeping communities informed, together and helping them make positive decisions. When our mastheads worked together on the “Call to Arms” campaign in July our national vaccination rate was just 11%. In October, we all reached 75% to be a global leader.
Across 2020-2021 we have all learnt to be more resilient to change and disruption.
What are you looking forward to in 2022?
People. People in person. Exploring and experiences.
Getting into retail outlets and trying before buying. Getting dressed up —
head to toe. Being in restaurants, theatres and stadiums and having my senses reset. Being free to choose a holiday without the red tape.