Perspectives - Vikki Friscic at Carat Adelaide - Media insights

By AdNews | 15 December 2021
Vikki Friscic.

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. 

Vikki Friscic, Managing Director, Carat Adelaide

The biggest challenge was realising that 2021 was not going to get back to a ‘normal’ year like we had all expected.

Our travel and tourism clients such as APT, SA Tourism, Sealink, Discovery and G’Day Parks were once again faced with border closures and uncertainty.

One of our roles as a media agency has always been to provide our clients with insights to help inform strategic media responses. This has been amplified over the last year and half due to the ever-changing COVID conditions. They are more reliant than ever on the Insights and Information we can provide from our Analytics and Insights team, Media Partners and external Insight partners.

Another challenge in 2021 that we thought we had seen the back of in 2020 is the need to provide contingency plans for most clients and negotiate flexible conditions with media partners. This takes additional time and resource and adds to the volume of work for our people.

I am incredibly proud of my team, who have stood side by side with our clients to help them navigate the complexities of living with COVID.

What did you learn?

The past couple of years have been incredibly tough for a lot of people and Mental Health issues are on the rise in Australia.

I had the privilege this year to participate in Mental Health First Aid Training thanks to Dentsu and I am now an accredited Mental Health First Aider.

I put my hand up for this training so I could help my colleagues, my clients, media partners, friends, and family.

It is refreshing to see more people openly talking about Mental Health and remove the stigma surrounding Mental Health conditions.

I would strongly encourage anyone who is responsible for managing a team of people to participate in Mental Health First Aid training.

With 1 in 5 people living with a Mental Health condition you could be managing a team member that needs your support and you are unaware or unsure how to help.

What are you looking forward to in 2022?

Can I say some sort of ‘Normal’…….No you are right that word no longer exists.

I am looking forward to seeing borders in Australia and across the globe open so our Travel and Tourism clients can get back to enhancing people’s lives through travel.

I am looking forward to the growth opportunities that will come out of the rebound and the opportunity to help our clients navigate the new world.


Mostly, I am looking forward to working alongside my amazing team, colleagues, clients and media partners.


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