This first appeared in the AdNews Annual 2020. Subscribe here to make sure you get your copy.
AdNews asked young guns for their perspective on the year that was and the prospects for the road ahead:
Dhivia Pillai, planner whiteGREY Melb
What was the worst of 2020?
Well.
What was the best of it?
Watching people become more considerate, for the most part. Some incredible stories have emerged from this. And it’s been rewarding to help clients navigate the stickier parts of the year by revisiting their purpose and fleshing it out in ways that resonate with how people are feeling. (Also, Cobra Kai on the ‘Flix).
What changed for you?
An accident had me working from home almost all of 2019, so very little. But you absorb a lot from being around the higher-ups as a greenhorn, so it’s been a battle to shore up confidence from my lone perch on the couch. I’ve leaned on Broadsheet’s live list of local restaurants pivoting to delivery to lift the mood – a good place to park your dollars if you can do it, for good people who’ve seen the most change.
What do you see for 2021?
Some lingering behavioural tics, like the shift towards rallying for the common good. On some level, it’s a pragmatic one, because we’re not getting out of this mess unless we work together. I think it’s accelerated the need for brands to operate with a conscience in a more visible/tangible way, especially because the road ahead is so long. While we’re on the topic, I’d like to see my team in person again - they’ve helped carry us through this year, and they are a stellar crew.
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