Page 45 - Adnews Magazine November-December 2021

www.adnews.com.au | November-December2021 45
everything feels far more balanced. I think 2022 is going to create unbelievable opportunities for those who are ready to take them.
“History proves that every global pandemic is followed by a surge of economic prosperity fuelled by low inflation, wage growth and low inter- est rates. Welcome to the ‘Roaring 2020s’, a period of economic, social and cultural change.
“Our industry will play a critical role in shaping and driving this economic, social and cultural change.
“2021 has demonstrated that we are all accelerating towards our digital future. In particular for the proven media, it was the year where Total TV, Total Audio and Total News became the way that brands connect with consumers from the top to the bottom of the marketing funnel, awareness, consideration and conversion. The ability to connect with customers in premium environments in a more targeted way using first- party data and bought using world-class technology.”
Rod Prosser, chief of sales, ViacomCBS Australia and New Zealand: “Television really does drive the best results. In 2021, there has been unprecedented demand for premium, brand-safe advertising, which has seen us open our bookings early for 2022.
“As well as broadcast being in high demand, ecommerce has exploded, bringing a raft of new clients and opportunities. We’ll continue to meet the needs of new and existing clients with evolving digital ad products such as dynamic e-trade placements and Happy Hour.
“I don’t think you’ll talk to anyone in the industry who’s not buoyed by the release of VOZ, and I think that extends to the agency folks. As our online audiences and advertising opportunities grow, VOZ is playing a critical role in our future success. VOZ gives us the full audience picture and simplifies buying that full package with one currency across the linear and BVOD platforms.
“Quite clearly people are very keen to spend. There's a lot of excess spend that they're looking to invest into things not only going into Christmas but into next year as well.” Kurt Burnette, Chief Revenue Officer, Seven West Media
“10 ViacomCBS has taken a strong stance on our commitment to diversity, equity and inclusion to move towards greater representa- tion and storytelling on all our plat- forms, in our business and in the community. We’re continuously building on our DE&I commitments which our partners, audiences and employees appreciate, but we still have a way to go. For example, it was an eye opener for me that only one in five football grounds have a women’s change room and we’re committed to rectifying that.
“This year I’ve also seen an unprecedented number of briefs with a mandate that their partners have a commitment to ESG (envi- ronmental, social and governance), which encapsulates where business priorities are moving towards.
“In 2022, market and consumer spending will explode. People have a lot of untouched money in their pockets and are ready to spend, and there will still be a heavy reli- ance on television advertising.”
Stuart O'Brien, CEO and founder of independent Houston Group: “From January, it's been drinking from a firehose. I would spend more time saying ‘no thanks’ than saying ‘yes’.
“The scale of projects has returned. The world is changing quickly and people don’t want to be left behind. The costs of staff are through the roof, retaining top tal- ent. With borders closed and budg- ets, projects have returned to pre- COVID-19 conditions — done at pace!
“I've seen a lot more activity and at the same time a lot more anxiety. I think Delta has really thrown us again. The firehose is still on but you're not moving through the gates as fast as I think people wanted.
“There's a lot of cash in the mar- ket. Money is still cheap. I think we did a good job in Australia. We printed off a tonne of money and I think that's true of all the markets.
“Liquidity is there and people are understanding disruption is coming. I think boards and senior executives have responsibilities to get ready for whatever this new thing is. If you're sitting still, you're dead.