Perspectives - Sam Down at Dentsu X - Uncertainty and risks

By AdNews | 16 December 2021
Sam Down.

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

Sam Down – Client Partner – Dentsu X Australia


What was the biggest challenge of 2021?

Uncertainty. For our people, our clients and personally – it’s been a year of not knowing what’s next, and that meant that we’ve had to be agile, decisive and effective at rapid speed.

Our clients have been amazing, but with the nature of global businesses some have had to deal with global finance teams who have been hesitant to “blink first” in investing in marketing, or committing to channels outside of TV and digital.

For our people, I’ve noticed that no one wants to make plans for holidays or trips because of the uncertainty and risks associated – both financially and emotionally. This has affected me personally too – burnout and not taking enough time to reset away from work has been tough on us all! The feeling of “wasting leave” when we are limited in where we can go is in all of our minds, and with Australians being some of the most well-travelled nations in the world, the border situation is doubly hard!

What did you learn?

This year has taught us to step back and make clear concise decisions at speed based on the best knowledge or information at the time (with the best of intentions) – BUT always have an escape route.

What are you looking forward to in 2022?

Greater IRL connection with our teams, clients, but also consumers. The return of cinema, OOH and events will really help dentsu X deliver experiences to consumers that disrupt and delight, over purely exposure.



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

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

Read more about these related brands, agencies and people

comments powered by Disqus