Page 18 - AdNews Magazine Nov-Dec 2020

Perspectives
I’d like to see our industry focus on banding together to deliver the unexpected and creative solutions for our clients that will help their businesses grow, and ultimately help us all back on the road to an extraordinarily brighter future. Let’s embrace extraordinary, because, put frankly, nobody wants ordinary. We can do better.
Angela Tangas, CEO of dentsu ANZ
Wow, what a year. Even the best cri- sis management plan couldn’t have prepared us for what 2020 has brought. Bushfires, floods, a global social movement, and a pandemic like no other. These events have changed our business environment, reinventing the way we connect and collaborate — forever.
This year has tested leadership like never before and set a new baseline for how we partner with clients. We have become stronger, more resilient, and we’ve collec- tively leant into community challenges – mental health, finan- cial pressures, and adapting to new ways of working and school- ing, just to name a few.
Yes, it’s been a tough year, but it’s also created new opportuni- ties. At dentsu, it has been an opportunity to transform, sim- plify, and create an environment where we all lead.
We have pivoted the network from a holding company to a con- nected teaming company, support- ing our commitment to making it easy. We have needed to demon- strate to our clients that what was seemingly impossible, is possible — and we have. Radical collaboration has taken on a whole new meaning.
(R) Angela Tangas, CEO of dentsu ANZ (Bottom) Dominic Pearman, chairman, IMAA
After almost a year into taking on the CEO role, what’s stood out is that decisiveness, proactiveness, humility, and transparency have been the leadership qualities critical in this volatile environment.
Great communication is the constant thread to motivate, inspire and foster stronger teamwork and partnerships, virtually.
I am proud of team dentsu. Every day we’ve continued to make it real for our clients, our partners and our business.
It’s unquestionably been a year of never befores and arguably the most defining year of my career, but I also believe I’m a better person, leader and peer for it.
Accelerating disruption
In 2020, just about everything has changed. From the sudden decline in media spending, to the rise in demand for analytics and tech, we have collectively participated in the largest social experiment on the planet. Some industries have thrived, while others sadly have had to call it a day.
Commerce has taken on a whole new meaning and brand-to-consumer connection supported by human-centric solutions. And while digital transformation was high on many brand agendas before, it’s now a matter of landing a viable plan to make it happen. To support this, we’ve launched initiatives such as dentsu Commerce, enabling brands to reach their customers no matter where they are based.
However, while social distancing measures will remain a limitation, consumers will demand a more responsive and frictionless experience.
For brands, having the agility to ride the wave of acceleration and prepare for 2021 will be the difference in their ability to grow and retain customers, while maximising the effectiveness of their cost base. The value of brand connection will continue to be a critical enabler.
Sustainability and growth
The role and importance of marketing is changing.
With Australia in a recession, it places more pressure on share of
wallet during the next six to 12 months.
Customer lifetime value is critical, with loyalty, insight and person-
alisation all key elements to maximising ROI, which is increasingly being linked to margin-based business outcomes.
Brands need a real-time view of the total customer journey, meaning smarter investments in technology, fuelled by clean, rich data to draw relevant insights to power the right decision making today and
tomorrow.