Perspectives - Ricky Chanana at Twitch - The cultural zeitgeist

By AdNews | 21 December 2021

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.


Ricky Chanana, Head of Sales ANZ at Twitch:

The importance of community was undeniable in 2021. As much of the nation sheltered-in-place through the second wave of the pandemic, Aussies continued to seek out and foster human connections online. While this is not necessarily something new, the sense of community took on a new meaning in 2021 and reinforced the importance of digital marketing as brands sought to reach dispersed consumers.

Further to this, the local creator economy truly evolved into what’s better described as the ‘passion economy’. The pandemic highlighted the effectiveness of creator collaborations within the marketing mix, and the local industry will double down on its investment as leaders fully realise the untapped potential.”

What are you looking forward to in 2022?

This year really disproved the notion that millennials reject marketing, as brands saw success by tapping into shared interests that online communities congregated around. While Gen Z and Y consumers are hard to reach and do reject traditional forms of advertising, these audiences do wholeheartedly embrace brands that engage in authentic and creative ways—I’m looking forward to seeing how brands continue to respond in 2022.

Excitingly, gaming is truly front and centre within the cultural zeitgeist and this is only set to continue. 2021 established that gaming is no longer just for the endemic—it’s the place where passions and entertainment converge, from fashion to music and everything in between. Locally, we’ve seen marketers and advertisers embrace gaming and esports to unlock unrealised consumer spending with great success, and this won’t slow down in 2022 as brands look to make their mark.



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