Perspectives - Imran Masood at DoubleVerify - Blurring of home and work

By AdNews | 17 December 2021
Imran Masood

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.

Imran Masood, Country Manager ANZ at DoubleVerify

What did you learn in 2021

So much. It’s hard to know where to begin. Biggest early lesson related to WFH and home schooling, is to never use profanity in front of a five year old. They remember everything and consequently it’s been a long year.

It also made me realise that life can change in the instance; there are no certainties so it’s renewed my desire to make the most of it and ensure I’m only doing what I (mostly) love and with those whom I (mostly) love.

This year has also got me thinking a lot about attention. The lack of my daily commute (until recently) and the blurring of home/work has significantly changed how I consume media and what I pay attention to. It’s going to be interesting to see how permanent these changes are and what it means for the industry.

What are you looking forward to in 2022?

Possibly going against the zeitgeist grain, we’ve recently signed a lease on a new space in Sydney and have just moved in. In the first half of 2022 we will be “DoubleVerifying” it design-wise and I can’t wait to spend time there with our team and with our partners and clients in person.

A stretch goal, but I would relish the opportunity to forget how to share screen on Zoom and never have a strategy meeting with someone with a tropical background turned on again!

I’m also a sporting tragic so just itching to get back to big stadium events and back to being a side-line Dad coach for my two boys.

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