Page 51 - Adnews Magazine November-December 2021

“It has artificially bumped consumption of fast moving goods, punished hospitality, tourism and air travel, elevated ecom and digital platforms.
“Aside from normal business as usual, we expect to see continued investment from tech businesses looking to get more sophisticated around the consumer; FMCG companies figuring out how to maintain their mar- ket positions post OVID-19 bump. We also expect to see investment from depressed industries figuring out how to reestablish vibrant businesses in the new world order
“A lot of this discretionary work will largely be directed into helping businesses understand how the market landscape will evolve in a post-lockdown era, how demand and supply will shift with a strong future bent on it.
He says the run higher won’t last forever. “The money being spent now on insight is being driven by a genuine need to understand, navigate and win in a post-pandemic/post-lockdown society where markets and cate- gories have really augmented themselves. It’s available because businesses that experienced a performance bump because of COVID-19 have a one-shot opportunity to reinvest the money ... their challenge will be lapping them- selves next year.”
What did we learn?
Peter Horgan, CEO of Omnicom Media Group and MFA chair: “After more than 18 months of working from home, we have begun the return to the office and I know I’m not the only one to be excited at the prospect of being under the same roof as my colleagues. Flexible working will rightly be a mainstay of the modern workplace, but the effectiveness of the office in the spheres of training, ideation and collaboration cannot be denied.
Top left: National vaccination tally campaign by oOh!Media. Above right: The Million Dollar Vax Alliance launched by philanthropists and corporations.
“So that’s one thing I’m looking forward to in 2022. The other is trav- elling for work and for pleasure. I’m excited to be visiting our teams across the country and New Zealand — particularly New Zealand as I feel I have been away from there for such a long time. Here’s hoping the sentiment is reciprocated!
“I’m not expecting 2022 to be an entirely smooth ride — the tal- ent shortage in our industry remains a real and pressing issue. But there is ample positivity and determination industry-wide to tackle every challenge thrown at us, and I’m confident we’ll face each surprise and bump with the resolve and creativity that seems to define media agencies.”
Kim Portrate at ThinkTV: “COVID-19 has made us more than before: it has made us all more human.
“We’ve learned how to respond to people who need a hand, even if they didn’t ask, or even realise
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