AdNews asked industry figures for their assessment of 2022 and outlook for next year
Sam Cousins – Chief Strategy Officer – iProspect Australia
2022 was a great year for growth at iProspect. In 2021 we came to the market with a promise, and in 2022 we showed the proof. Proof that we shared with over 200 of our senior media partners at our second ever upfronts in August in both Melbourne and Sydney. The hot topic on everyone’s lips at those events was the economy and the talent shortage.
And therein lies one of the biggest challenges, and I’m sure I’m not alone in saying that attrition of staff and this talent shortage has been a huge challenge in 2022 for everyone in advertising. We’ve said goodbye to some incredible people this year, many who have been with us for a long time. Each time someone has resigned there’s that genuine sadness for the person; we spend more time at work in advertising than spending time with our friends and family. The relationships we build here are long lasting.
But then there’s the bitter after taste of knowing it will take probably 6 months to fill that role with the right person. Our key focus during this time has been to protect the people covering that work. Trying to carve out efficiencies and lean into what we do best through open-teaming. Sometimes we have had to let go of the traditional roles and responsibilities, leaning into new avenues. We’ve created great work out of a nonconventional processes that I’m really proud of, and we’ve never stopped learning.
At the same time, we’ve also welcomed a vast array of fresh talent into the agency, many who have never worked in advertising before. Coming off the back of two hard years of lockdowns this has been a great way to reconnect with staff new and old.
What are you looking forward to in 2023?
We now spend more of our waking life with media than anything else. Literally everything these days is an opportunity for a brand to connect. Despite more opportunities than ever to connect, in 2023 budgets will shrink in line with a tougher business environment, the economy will tighten but our clients’ problems won’t go away. These are the kind of challenges that get me out of bed in the morning, the constant flux of problems to solve anchored in deep insight. I’m looking forward to continually growing our strategic proposition and credentials in this space. Even more so as dentsu evolves into more new and exciting spaces with great talent and leadership, I’m really looking forward to seeing what we are all capable of in the face of yet another challenging year for Australians.
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