The advertising and media industry in Melbourne has hit another pandemic lockdown but this time with knowledge, the working from home systems and the experienced people.
The feeling is “here we go again” as agencies concentrate on clients and the wellbeing of staff.
Sophie Madden, CEO of the MFA, is hearing a mix of feedback from members in Victoria.
“People are wavering between acceptance, hope that the lockdown will be over quickly, frustration, disappointment, worry and resignation,” she told AdNews.
“Agency businesses are set up to operate with staff working from home, however the additional stress and pressure caused by another lockdown is a concern for the mental health of our Melbourne industry colleagues.”
Eaon Pritchard, founder of artsciencetechnology.com, describes a feeling of tedium, a sense of mediocrity.
“No one on Melbourne adland Twitter can even be bothered complaining. I generally hang out with some top moaners and I'm chairman of the bored,” he says
“If lockdown fatigue is supposed to be about feeling apprehensive, exhausted and hitting the 'pandemic wall', I must confess to feeling none of those symptoms anymore. Fatigue is so six months ago, darling.
“Much of what we make in advertising is a ‘promise of intensity’ – the promise that life will feel exciting and boredom will be banished. Watching the 'opening up' advertising from overseas, as the UK and US springs back into life, seems to only compound this feeling.
“There's no point in us making anything like that whilst we're in this limbo loop of lockdowns.
“On the upside, as we hit lockdownhumpday, I'm commencing gainful employment again, after surviving 2020 as an independent. Although, this basically means getting up, wandering the few steps to the same office/cleaning cupboard I've been in for the last 18 months. But in a clean shirt.”
Independent creative Adrian Elton says lockdown 4.0 is a 24/7 feeling of disorienting discombobulation.
“And while that feeling is going to be far more whiplash-inducing for those creatives who have been repatriated to their shiny agency offices, it’s still a bitter pill for those of us working from the home front, as we’re all collectively landlocked to a 5km radius and restricted to two hours of exercise a day - which to be fair is probably still two hours more exercise a day than I was previously doing,” he says.
“As a solo operator - apart from some cancelled IRL meetings (#cancelculture) - there’s been no discernible difference in the course of less than a week, short of letting some international clients know that we’re back into lockdown which has injected some unanticipated stress around project timelines - particularly as we’ve now got to factor in parenting the little ones across the working day too.
“But otherwise, thankful to be working on some briefs that allow for some supreme creativity. This keeps the mind focused and well occupied which means that there’s far less time for it to drift towards the void that threatens to engulf us all... :( *thinkhappythoughts* *thinkhappythoughts*
“That said, profoundly furious to have ScoMo (or is that SloMo?) dragging his feet and washing his hands of any assistance to Victoria. Unbelievable. Could he be any more callous, useless or indifferent? “It’s not a race” is it? Well yes it is you cloth-eared muppet. It's a race against time.
“With that in mind, here’s to as many of us getting vaccinated as soon as possible, and things opening back up so we can all get back to the new paranormal!”
Rod Prosser, 10 ViacomCBS chief sales officer, says Victorian’s have been in lockdown before and the industry knows how to respond.
“10 ViacomCBS has a seamless working from home strategy that we’ve implemented in response to the latest lockdown,” he says.
“Our team are positive and resilient people who remain strongly connected to each other, clients and agency partners. I couldn’t be more proud of them.
“Most sectors continue to spend and lean into television during this time, with the exception of hard hit categories. We’ve seen how continued investment in brand messaging is important under these circumstances, and also how people consume content.
“While people are at home, we are serving up powerful escapist content on Network 10 including MasterChef Australia, Have You Been Paying Attention? and How To Stay Married, shows to keep the kids entertained on 10 Shake, classics such as Friends on 10 Peach, and comforting procedurals like NCIS on 10 Bold. There’s also a broad catalogue of content on 10 Play on demand.
“One thing I am certain of is the Victorian advertising community will come out the other side stronger and even more connected”.
Tiffany Damm, general manager Melbourne at the industry’s social purpose arm UnLtd, says the Melbourne industry will continue to support one another in any way needed.
“For us at UnLtd it's business as usual - helping create a positive impact never stops. If there's one thing we learnt from last year it's to have a good contingency plan which is why we've moved this Thursday's Big Chat: Good Planet to a virtual event.
“We invite the entire industry to join in on this discussion that sheds a light on some incredible people, brands and products doing their part to help protect the planet.” Register HERE
Joseph Pardillo, managing director, Ryvalmedia, says the lockdown is disappointing.
“But it's business as usual for Ryvalmedia, focusing on safeguarding the wellbeing of our team with daily connections and communications to maintain momentum, build resilience and unity during this time of uncertainty,” he says.
“We are also concentrating on our client relationships, leading with empathy, and placing their needs as our priority.”
Rachel Page, national sales director at Verizon Media ANZ: “With a (here we go again) heavy sigh, I've reverted back to 2020 but this time with more insight.
“Last year's lockdown brought about feelings of fear and unknowing, this time we've got experience under our belt on how to navigate these challenges.
“Personally, I'm focusing on what I can control - rearranging calendars and events, ensuring my two girls are set up properly for homeschool, and making sure I'm regularly exercising.
“I'm also staying in regular touch with my colleagues and staying in the know through virtual events (like our upcoming Decoded webinar). I’ve found these virtual events create a real escape, a chance to break what can be quite a monotonous routine and engage with topics and people outside of my day-to-day. And in lockdown, any chance for variation can’t be sniffed at.
“But I'm most concerned for the kids, young adults and the young people in our industry. With disruptions to education, sport and social interactions, and a lack of belonging through regular connections - the full effect of these lockdowns is yet to be seen.
“It's got me thinking about how we can nurture our talent and build a connected and thriving future industry that attracts the most diverse and resilient talent. It's a big question that I'll keep mulling over but right now my family, team and self care are my number one priorities.”
John Vlasakakis, CEO, Next&Co: “Our team’s rhythms and processes working remotely are very smooth and we have all got used to working this way again.
“It’s a shame that we are not face-to-face with all our staff as the vibe was so energetic in the office the past few weeks. We’re keeping a close eye on our staff mental health and wanting to ensure they are going outside, exercising and being active.”
Media Republic director Steve Fagan: “Like many industries, just as staff were enjoying their return to office life, they headed home last Thursday with a second monitor under their arm, ready to set up remotely again.
“(Un)fortunately Melbournians are used to this and have reverted back to working from home relatively easily.
“Agencies with clients that have been adversely affected by this outbreak have been busy pulling media and making last-minute changes to their current media buys.
“As was the case in 2020, the media suppliers have been fantastic in their support with this, especially in the aged care sector.
“Sadly, we think we’ll be working from home for a few weeks yet and the interstate travel we had been enjoying is on hold for some time to come.”
Jay Smith, sales director, MiQ, Victoria: “Just as things started to return to some normality (catching up in person etc), we are now staring down an unknown time with the always hilarious ‘you’re on mute’ moment.
“It’s been tough, and I suspect it will be again, but we’ve all been here before and we will get through it together. I’m very proud to be part of Adland Melbourne.”
Adrian Elton's view:
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