Page 48 - Adnews Magazine November-December 2021

Investigation
ecosystems to leverage these changes. You only have to think about Cinema or OOH, channels that have been affected more than most through these lockdowns — they are now set with a unique momentum.
Kim Portrate, CEO, ThinkTV: “The industry has done a remarkable job through a pretty difficult time.
“Advertisers, in particular, learned how to navigate challeng- ing circumstances, some so quickly they have grown their businesses exponentially. Many did so by holding the course and investing in their brands.
“We’ve come so far from the early days of making tough deci- sions with little information and as we farewell 2021, the market is buoy- ant and expected to stay that way.
“There’s no doubt COVID-19 will leave a lasting imprint on the industry including the growth in cultural commerce. One of the big ‘aha’ moments for me was the way the pandemic drove shopping local because it better expresses the desire to connect, support and grow local communities and the businesses that operate in them.
“This cultural commerce inflec- tion point applies to media and mar- keting as much as it does to support- ing local retailers. Increasingly brands are discovering the impor- tance of adding value to our commu- nities and our economy.
“At the heart of this are Australia’s media owners. Part of the fabric of the country, our home- grown media businesses give local brands the chance to be a part of the stories they tell — our stories.
“It’s been quite a year and I have no doubt 2022 will bring its own set of learnings. But after the past two years, as an industry, I reckon we can handle just about anything.”
At some time in the future — when, we don’t know and can’t predict — the rapid growth will ease, or at least decelerate.
US-based Brian Wieser, the global president of Business Intelligence at GroupM, and some- times called the de facto economist of the industry: “2020 was a very soft year and 2021 will have ended up as one of the strongest years ever for global advertising.
“I learned the true value of toilet paper, the difference between Peter Alexander pyjamas and a formal shirt on a Zoom call.” Jeremy Bolt
Hearts & Science
“It’s a kind of a cop out or it's
Feeling grateful with Coles Christmas via DDB.