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
Hamish Stewart, Creative Partner, GHO Sydney
Perhaps the quote that struck me most this year was from Atlassian’s Mike Cannon-Brookes, who said that the best hope for accelerating Australia’s transition to renewable energy is first-class customer experience.
It’s just another reminder that, more and more, the skills and mindsets of our industry are finding broader application, and at more fundamental levels, across business, government and NFPs.
I’ve seen it myself in our own business, where we’re being asked to solve diverse problems across the brand experience, and where the appetite for big documents is being replaced with a desire for actionable solutions - pace over perfection.
The prospect of applying this approach to the environmental challenge is something that I personally find really exciting, especially in a year when the health of the planet was high on the agenda. Without wanting to be a downer (this is the Festive Season, after all), I think what we’ve learned in recent times is that we live on a planet with some pretty powerful natural forces, and that it doesn’t take much for our lives to be disrupted in fundamental ways.
Not least of which is having to spend a lot of time at the mercy of Microsoft Teams. Beyond the work we do day to day, if I had a bigger wish for the coming year, it would be that our culture becomes laser-focused on sustainability, that Australia’s emerging ecosystem of cleantech startups thrives, and that our industry uses its considerable creativity and smarts - across the entire brand experience, for organisations large and small - to help accelerate the transition any way we can. I can’t think of a more important, or inspiring, opportunity.
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