Page 15 - AdNews Magazine Jan-Feb 2021
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                   this uncertainty. “Part of this will see us shift more to a pure focus on digitisation and even more powerful audience understanding,” says O’Connor. “The entire company will be aligned on our new and ongoing goals, with an absolute prioritisation of a seamless customer-experience.”
The pandemic hit with a new executive leadership team (ELT).
“Paradoxically, I believe that both within the ELT and across the entire business, staying apart this year has helped bring us all closer together,” says O’Connor. “This happened both through intentional programs like the ‘buddy system’ we rolled out with our Melbourne colleagues in lockdown, and less formal things like a new and very popular ‘Pets of JCDecaux’ intranet page.
“Like many businesses we’ve thought a lot about how we support our people and how we come together. We’ve launched and will con- tinue a range of wellbeing initiatives for our people to address the strain the year has placed on mental health. And we are on the cusp of launching to the business our new and improved Flexible Work Policy to ensure JCDecaux remains competitive with the best busi- nesses in Australia and around the world.”
O’Connor is positive about 2021. “As a business we are match-fit and ready for an inevitable rebound,” he says. “We are absolutely committed to cementing our position as industry leaders in programmatic, future tech through new data capabilities and
“As we’ve navigated through this pandemic there’s been no rulebook, no guide, nothing to work off.”
Tim Murphy, oOh!media.
Broadsheet at Coogee in Sydney. #SendingLove from QMS. Spring into Out of Home, OMA’s industry campaign.
machine learning, creative insights and consumer senti- ment, and the experience our people have working for JCDecaux.
“The rise of audience behav- ioural data has propelled the communications and out-of- home media sectors into a new world of profound and ongoing change. Effectiveness research, knowledge of how people con- nect with brands, digital media strategy, real-time media optimi- sation, audience measurement, ways of measuring impact and attribution, programmatic approaches and decision-making processes, all are being heavily impacted by data and the poten- tial it offers.
“It’s fast become an incredibly exciting growth opportunity. | January/February2021 15

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