Perspectives - Lisa Squillace at 10 ViacomCBS - Strength and agility

By AdNews | 9 December 2021
Lisa Squillace. Photo by Tim Levy.

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.

This article first appeared in the November-December 2021 AdNews magazine.

Lisa Squillace, National Sales Director, 10 ViacomCBS:

Fatigue across the industry hit its peak in 2021. But it was really fantastic to see people from across the industry checking in with each other.

The 10 ViacomCBS national sales team has shown strength and agility. Our Brisbane, Adelaide and Perth teams really stepped up during the Sydney and Melbourne lockdowns. And our Sydney and Melbourne teams showed resilience and fortitude. I’m extremely proud of them.

I’ve been reminded to appreciate that everyone has their unique struggles, and this has reinforced my commitment to flexible working. Whether its school pick up and drop off, time for exercise, or allowing someone to work in the hours that they feel the most productive, I believe that flexibility leads to a more productive and happier team.

Television in 2021 kicked off with a bang, riding the momentum of 2020’s record audience results, and advertisers took full advantage.

It has been challenging to keep up with the unprecedented demand from advertisers — not as challenging as home schooling, but let’s hope we’ve seen the last of that.

With the unexpected turn of the pandemic, our sales team used the lessons from 2020 to accommodate flexible buying and the influx of bookings.

We saw the focus on our digital assets increase with the launch of 10 ViacomCBS’ subscription on demand service, Paramount+ and the growth of our 10 Play audience. 

I’ve learnt how agile I can really be, standing up an SVOD service commercially.

10 ViacomCBS also announced our landmark football deal in 2021. We have the largest Socceroos and Matildas broadcast deal ever and also an agreement seeing the Emirates FA Cup matches broadcast live across Network 10 and Paramount+. Evolving how we leverage passionate sport audience at their highest engagement points has been exciting.

With VOZ hitting the market this year, networks could finally demonstrate how our content is being consumed by our audiences, beyond the overnight numbers — proving the power of our reach and scale.

In 2022, I’m looking forward to the growth of our online content platforms. I can’t wait to see advertisers harness the power of content with innovative integrations in our returning and fresh formats.

I’m particularly excited to have the first year of football under our belts. We can’t wait to grow the sport and fan engagement and of course show off our advertising creative.

I’m looking forward to being able to visit our client’s interstate and get more face-to-face time with the industry. The people in our industry value relationships, and to be able to see one another again will breathe fresh life into us all.

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