Perspective - The year of Birth, Death and Apeshit

16 November 2023
Dom Megna ECD at Spinach.

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

2023. We all walked out of a long dust storm back into the office a few days a week. Great to see common sense prevail with flexible WFH arrangements.

The relentless push to do more with less meant the people doing more for less ended up doing more for more for someone else.

Many were made redundant while the redunder remained silent. Quiet firing.

LinkedIn was swamped more than ever with amateur thought leaders. Hopefully, someone clever over there is working on new feed filters.

Two awards I’d never heard of came to my attention only because of random posts from people humbled by them.

Nothing ‘died’ apart from vague ‘brand purpose’. Nothing like an economic shitshow to kill a few principles.

Lots of smart industry folk counselling smart advertisers to spend their way out of said economic shitshow.

Some marketers taking that advice. Bless them.

Most went apeshit for AI. Way too soon.

Copywriters everywhere treated AI as a kick in the arse because they refuse to be outwritten by a fucking computer.

We seemed to get nicer to each other at work, but out of it, our echo chambers got new locks and a fresh coat of soundproofing. 

2024. More AI apeshit - but more for how it will change consumers' lives rather than our own jobs. Making ads for clients with it will be fun. Making more important things than ads for our clients with it will be more important.

Dom Megna is the ECD at Spinach.

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