By May next year, Facebook, Instagram, Twitter and other social media platforms could be far more expensive for advertisers and have less user targeting scope than they’ve enjoyed for a decade. The odds for a doomsday social media scenario for advertisers, large and small, just increased dramatically – the Prime Minister and Deputy Prime Minister are mad.
One crucial phone call in February 2020 alerted Claire Kimball to Covid’s potentially shattering effects on revenue at women's indie publisher The Squiz. She says how they reacted then has only reinforced her sensibilities about becoming an ‘engagement company’, not a media business… and the potential for podcasts.
Crazy low margins, a growing gap between human brains and tech and a lack of innovation typified the industry pre-Covid. This is Flow CEO Jimmy Hyett argues pandemic-fuelled structural change will re-shape the sector for good. He predicts more micro agencies, closer partnerships between brands and agencies, and a leaner – and better – sector after rounds of redundancies.
Claire Fenner “found the courage” recently to share with her entire agency team her struggles with imposter syndrome, anxiety and self doubt. It’s the first of many open and honest conversations she says are now culturally locked-in at Atomic 212 in a bid to humanise and normalise how we can help ourselves and our people. The 'new normal', she says, must become a better normal.
As Head of Marketing at Adelaide-based OTR, Peregrine was ranked 9th in top 500 companies last year 2020 with revenues circa $2.6bn, Andrea Ingham’s marketing remit includes a national fuel and convenience operation, along with the master franchise for Oporto, Guzman Y Gomez and Krispy Kreme in South Australia. Ingham has only done two dozen Zoom meets since Covid took hold last year – and fears the impact of team isolation and remote working is still to bite.
The stampede to Covid-era digital transformation has only intensified a major problem: the rate of change in martech and adtech continues to outpace education and everyone is feeling the pain. Joey Nguyen says it’s one of the biggest challenges for consultancies and agencies and every customer he works with. The other is figuring out what “privacy ready” ready means.