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.
Michael Miller, executive chairman, News Corp Australasia:
The total uncertainty of 2021 provided all Australians and Australian companies with unprecedented challenges and opportunities.
After the pandemic shocks of 2020, most thought the worst was over. Australia’s global reputation was that we were smart, fast, healthy and wealthy. Expectations at year start were high that we could outsmart and contain the virus and benefit from our national efforts during 2021.
As we now know the Delta strain hit. Variable and ever-changing health and government advice, and the inconsistencies between them, caused uncertainty for communities, families, consumers and businesses.
This great uncertainty has seen the rapid growth in real estate (and home lifestyle) investment and investors taking advantage of historically low interest rates. For health security (and due to trading restrictions) Australians have adopted digital commerce and are now prepared to be patient and pay the price for delivery.
Anticipating consumer habits that emerge from 2021 is challenging for all in business. It’s equally challenging for consumers, each unsure where and how they will work, the best family and community dynamic, their shopping and entertainment routines. Most now have new tastes and different ways of connecting.
The biggest challenge for businesses is picking the commercial opportunities these uncertainties have created. How can they increase their share? What business gaps have opened or closed? What are the right skills and team practices needed to get the best results?
What did you learn?
More frequent communication and personal connection had significant and positive impacts throughout 2021. During 2021 I spoke to many more colleagues and clients. We worked better together by sharing ambitions. Their experiences and insights helped me make better decisions and to be a better leader.
As an executive we more frequently reviewed our priorities through the “fewer, bigger, better, different” filter. We saw 2021 as a unique period of opportunity which we didn’t want to waste. The impact of the decisions we made will be felt during the years ahead.
From an industry perspective, there is no doubt that Australians turned to trusted news more than ever. From national news, to grassroots reporting, we saw historic highs in readership across print and online. 2021 reinforced the important role media plays in keeping communities informed, together and helping them make positive decisions. When our mastheads worked together on the “Call to Arms” campaign in July our national vaccination rate was just 11%. In October, we all reached 75% to be a global leader.
Across 2020-2021 we have all learnt to be more resilient to change and disruption.
What are you looking forward to in 2022?
People. People in person. Exploring and experiences.
Getting into retail outlets and trying before buying. Getting dressed up — head to toe. Being in restaurants, theatres and stadiums and having my senses reset. Being free to choose a holiday without the red tape.
Being in the office, without the masks and not counting the people in the room. Being able to read the body language of the team, having corridor conversations and hearing the ad-hoc ideas that technology doesn't bring to life.
Let’s make 2022 the best year of the decade.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
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