Perspective - Judo flipping uncertainty

By Sally Kissane | 14 December 2023
Sally Kissane, Ogilvy Network ANZ CEO.

The AdNews end of year Perspectives, looking back at 2023 and forward to next year.

The last three years have been plagued with uncertainty.

And 2024 is going to be the same.

We have been hoping for a more stabilised and predictable market.

But the reality is 2024 looks like the trend will continue.

With China’s economy all over the shop and our dependency on them as a primary trading partner, and wars across Europe and the Middle East 2024 is shaping up to be a doozy.

We also have the impacts of AI and new technologies that have our industry debating the role of creativity.

Effects of inflation and cost of living pressures are on all of us.

It used to be you could choose two of: better / faster / cheaper. Now we need to figure out all three.

Now that can all sound really depressing.

But recently I was in a client plan review and one of our planners said with gusto – we are not worried about uncertainty – in fact, we are going to judo flip it into something amazing.

I love this attitude. And it’s how I am looking at 2024.

It’s all about our ability to be comfortable with uncertainty, driving to do fewer things better. And ultimately judo flipping uncertainty to be a propellant for creativity and defying the conventions that plague our industry during tough times.

As David Ogilvy famously said Change is our lifeblood, stagnation our death knell – bring on 2024.

Sally Kissane is Ogilvy Network ANZ CEO.

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