COVID-19 tested the strength and resilience of our people and our business. We have learned so much about ourselves, our businesses and our communities. Now it’s time to use those lessons to take advantage of all of the new opportunities that are in front of us, argues Nine’s Chief Sales Officer, Michael Stephenson.
I was in Melbourne, ready to attend the 2020 Australian Grand Prix. Up early and eager with excitement, when the first reports came through explaining that the Grand Prix had been cancelled.
COVID-19 had arrived in Australia and things were starting to get serious. Some were suggesting that entire cities would be locked down, that people would work from their homes, that masks would be worn everywhere, that our health system might be overwhelmed, and that this situation could last for two years.
Not in my wildest dreams did I think this could be true.
Of course, history will show that it was true and in the process, marketers, agencies and media owners were challenged in ways we could never have dreamed of. It has been a period of incredible change. Though at times hard, so many incredible things have happened: business leaders have had to reassess how to lead and motivate a WFH workforce, and we have had to collaborate virtually while reassessing our work-life balance.
The pace has been hectic, and I don’t think it’s slowing down, but weirdly, everything feels far more balanced. I think 2022 is going to create unbelievable opportunities for those that are ready to take them.
History proves that every global pandemic is followed by a surge of economic prosperity fuelled by low inflation, wage growth, and low interest rates. Welcome to the “Roaring 2020s”, a period of economic, social and cultural change.
Our industry will play a critical role in shaping and driving this economic, social, and cultural change.
2021 has demonstrated that we are all accelerating towards our digital future. In particular for the Proven Media, it was the year where Total TV, Total Audio and Total News became the way that brands connect with consumers from the top to the bottom of the marketing funnel, awareness, consideration and conversion. The ability to connect with customers in premium environments in a more targeted way using first-party data and bought using world-class technology.
It has also been the year that business in Australia examined what it was doing to ensure we are accelerating towards a more sustainable future, particularly in the context of events like the Glasgow Climate Summit. Corporate Australia will play a key role, alongside government, to create a sustainable environment for our children. No longer can brands pay lip service to sustainability. All parts of the business supply chain are now examining their footprint and making the move to decrease the negative impact on the environment.
Our society is also moving to actively reflect the diversity of our population and be more inclusive. There is more, particularly for media and advertising, to do here but that’s the opportunity. It’s important to create opportunities for people with diverse backgrounds, experiences and beliefs.
All in all, it’s an exciting time. We will look back at 2020-21 and the pandemic as a stress test that prepared us for the exciting opportunities that lay before us in the new Roaring 20s.
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