Page 41 - AdNews Magazine Nov-Dec 2020

www.adnews.com.au | November-December2020 41
performance channels to maxim- ise ROI. While there’s still a lot of uncertainty moving into 2021, there’s also a lot of opportunity to be more strategic and effective; and to maximise results for our clients and further demonstrate the value of media agencies.”
Mia Marasco, account manager Quantcast, based in Victoria: “Digital marketing has always been the first born, held to a higher standard of performance than the rest of its siblings (television, radio, out of home). While digital has always been and is always going to be the most accountable media, I believe the 2020 COVID-19 global pandemic has heightened this accountability. With budgets being cut, reallocated, increased, cut again then increased, it is apparent that every single impression, whether it be served via display, search, social, native or video, is being painstakingly analysed in an entirely unique way. This means inevitably higher pressure to do everything in my power as a client’s trusted partner to make the allocated budget work harder and work smarter than it did previously.”
Zara Cooper, planner, BWM Dentsu: “Professionally, this year has also concreted how lucky I am to have an excellent set of col- leagues who have all been honest, open and another form of sup- port. It would be amazing if the events of this year also created a newfound gratitude for the won- derful things we already have.”
Opposite page (top to bottom):
Jack Burton and Lucas Fowler,
Ruby Boynton-Boardman, Jason Leigh, Dhivia Pillai, Hayley Westoby.
This page (top to bottom):
Jack Gilbert, Brooke Aniseko,
Mia Marasco, Zara Cooper, Camille Gray.
2020
A poem by Camille Gray, strategist at Initiative.
An end to the phase “take it offline” Please don’t say “unprecedented times”
Our 2020 planning was thrown out the door
While ecommerce came after the physical store
Panicked and frantic we clutched to what we knew
Which bizarrely took the form of paper for the loo
The government yelled “recession!” — approving emergency loans;
Triggering a mass migration to parental homes.
Offices were emptied and windows sealed
Transformed by “Sit here” stickers and Splatter shields
WAP, Carole Baskin and X Æ A-12 Spending entire Zoom calls looking
at ourselves
Starved of human touch, you can only laugh
When the sexiest curves are on a COVID case graph.
After years of inequality you could hardly believe
Three words changed the world: I can’t breathe
The loss of RBG, Black Panther and a basketballer
We can all admit, the world’s never felt smaller.