AdNews is following the WFH Diaries with a series of Perspectives, asking two questions: What did you learn in 2021 and what are you looking forward to in 2022? We've also encouraged the industry to glam, dress for the best, and face next year with optimism.
Georgina Bitcon, Enterprise Director at Meltwater:
What did you learn in 2021?
Working from home through 2021 unequivocally demonstrated for me that the definition of ‘team’ has forever changed. Previously I had viewed a team as those who worked with me on the ground in Australia, with the odd exception. I think most of us in the industry thought that way. However, the last 12 months has shown that a more compelling offering for our clients (and selfishly also for us) is a team that is drawn from around the world, with colleagues bringing a variety of insights and skills.
Putting that in perspective, when I moved into my current role three years ago, I was concerned that my manager was based in Singapore and that I wouldn’t be in the same geography, office or even time zone. That idea seems laughable now, with my team made up of analysts, sales and technical people scattered through Australia, Asia, the US, and Europe. Rethinking the definition of a team unlocks a vast talent pool and greater opportunities for collaboration. It’s a great way to bring scale to our local operations.
What are you looking forward to in 2022?
Aside from wanting to travel more - I’m fascinated to see how newsrooms and media consumption will change in 2022. Both have experienced seismic shifts over the last decade and faced even more extreme shifts in the last 18 month as we dealt with the overload of COVID related coverage, which in turn caused general news fatigue. Many consumed their news via links shared on social channels, while those who remained directly connected to news sites were often taking advantage of the access to free COVID related content. As COVID related stories (hopefully) fade into the background, media will have more space and time for different news stories. The question will be - how will they respond? Will they return to previous newsroom approaches or will something new and engaging become the order of the day?
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