Welcome to AdNews Asks, a new initiative connecting the media, marketing and advertising industries.
The regular video series features questions generated around topics AdNews readers are engaging with most.
As COVID-19 disrupts global business practices, there's never been more questions around how our own workplaces and jobs will evolve.
For Ai San Beaumont, Australia and New Zealand marketing and communications director for La Prairie, teams will be working from a mix of home and office potentially until the end of the year.
"With no international travel, it has meant a lot of early morning meetings and very late night meetings," she tells AdNews in the series. "But as a global brand, it is essential we're moving forward with our marketing."
This includes extensions such as marketing to clients via virtual beauty advisor experiences, as well as one-on-one CRM initiatives.
Nickelodeon senior marketing and communications manager Catherine Zaharias says working from home has allowed space for thinking.
"My team and I now meet daily instead of weekly because we have more time. Not only is that positive for our relationship, it means our team is more informed and allows them to go out and do their jobs more effectively."
This has included redeveloping the brand's media buying strategy and messaging, with positive results.
Mindshare CEO Katie Rigg-Smith says evolving jobs and tasks will continue to be critical for the industry.
"When it comes to future work we've been doing for clients right now, due diligence is really high on the agenda," she says.
"Due diligence around everything we held true prior to COVID: does it still stand?"
For Mindshare, this involves tracking consumer insights into how media behaviours have changed across technology, media and brand.
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