AdNews asked industry figures for their assessment of 2022 and outlook for next year
Sally Kissane, CEO, ANZ Ogilvy Network
2022 summed up in a word: “bumpy”
2023 prediction: “bumpy”
The last few years have challenged our industry in more than any other over the past decade. Some changes have been great, others not so much. Hence the word ‘bumpy’.
As we came out of the pandemic, many of us hoped that we would see more certainty in the shape of the work we do, and the shape of our clients’ business challenges.
Yet the reality of 2022 demonstrated that the new normal continues to be anything but normal.
The flow-on effect of the ‘floods of the century’ was profound and impacted many businesses, particularly in the food space, with supply chains crippled and a national shortage on fresh food. Let’s not forget a period where you literally could not buy a basic staple like iceberg lettuce.
Add to that the Shanghai lockdown further crippling supply chains, and resulting in planned activities being shelved or postponed until product availability could be more certain. I even read yesterday that if you are in the market for a Toyota Landcruiser, you might have to wait between 12 and 24 months!
Meanwhile, the most recent cyber-attacks on Optus and Medibank have rightly rattled consumers, and reinforced the need for brands to protect their customers at all costs.
And then finally, a change of government for the first time in 10 years, at a time of compounding economic uncertainty, added a further element of unpredictability for most Australian marketers.
On the flipside, some changes from the pandemic - particularly the hybrid working model - have had a positive impact and will continue as part of new normal into 2023, and beyond.
Overall, our outlook for 2023 is to be prepared for more of the unexpected, and have a strong point-of-view on what your strategy is for combatting it.
Every problem is an opportunity, and if consumers are feeling uneasy, smart brands can turn a negative into a positive. It might be as simple as putting a smile on their face, or adding some genuine utility to their life. Either way, as long as it’s relevant and consistent with your brand, you can play a meaningful role.
That consistency point is important though. While brands have always needed to be adaptable to what’s going on in culture and society, they also need to be true to who they are, and what they’ve stood for. In a time of consumer uncertainty, acting inconsistently or being too reactive won’t help instil much confidence in your audience.
If the craziness of the last few years has taught us anything, it’s that while we need to be prepared for bumps on the road, we also need to hold our nerve, focusing on the long game, and stay true to our brands.
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
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