AdNews asked industry figures for their assessment of 2022 and outlook for next year
Jules Hall, CEO The Hallway
2022. So much better than 2021 (what a shit fight that one was!)
So how’s it been? Really rather good. But our story is unique. We’ve just turned 15. That’s a long time for an indie agency in a ruthless, relentless industry. We aren’t part of a network, with the reassurance of a financial cushion (albeit juxtaposed by regional overlords). Nor are we a fresh faced start up, full of youthful vigour and a brand new story. We’re like a gangly teenager. We’ve worked a lot of things out, but we’re adapting to adult life. And like IRL teenagers we took the lockdowns pretty hard (not helped by initiating our biggest transformation ever at the start of 2021).
So 2022 was all about validating the strategy. Had we made the right choices? Were we heading in the right direction?
In a nutshell, yes (thank goodness!)
The agency game has changed. For better and for worse. Creativity has never been more valued. And it’s never been more commoditised. Let me explain…
Clients need more content than ever before. That should be good right? It’s not. Most of it’s disposable; created quickly, viewed briefly, forgotten even faster. Marketers' budgets are screaming, their attention is stretched to breaking point and the answer to all of their problems is setting up an in-house agency. Er, maybe not. But 2022 is certainly the year that in-house models went mainstream. Which is fine. In fact, it’s more than fine - it’s an acceptable solution for a lot of the commoditized content (whilst we wait for AI and ML to catch up and take over the manufacturing).
The problems arise when those same marketers and teams make the dangerous mistake of thinking all creativity works in the same way: Generate it quickly, produce it cheaply, send it out fast and hope it works. It doesn’t. At least not if you want it to deliver a responsible ROI.
Instead, we see big brands making amateur mistakes in what should be their hero creative placements; different positioning lines, variable logo treatment, colour palettes and templates tweaked and tugged so suit the needs of the manager. Ideas nowhere to be seen.
Then you’ve got the smart marketers. They have an intimate understanding of the value of their brand. Byron Sharp, Karen Nelson-Field, Mark Ritson, Les Binet, Peter Field, Orlando Wood etc have done an outstanding job of providing the evidence. These marketers understand that brands need to be curated and crafted. And that it takes skill and investment. They care and their results show it.
So what does this mean for agencies? I predict that 2023 won’t be a watershed year (they never are). Instead, it will continue to be about incrementality. The two ends of the spectrum to watch are the role of brands (those that get it right will get richer and richer) At the other end it will be about creating brilliant micro experiences, quickly and cost effectively. Even that disposable piece of content is a brand moment. You need to love it. You’re just going to get less time to love it. So work out your efficiencies.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.