AdNews is following the WFH Diaries with a series of Perspectives, asking two questions: What did you learn in 2021 and what are you looking forward to in 2022? We've also encouraged the industry to glam, dress for the best, and face next year with optimism.
Laura Boatman, Sydney Head of Digital, Zenith Australia
2021 has taught me that all the predictive analytics in the world cannot predict the future. Looking back over the last couple of years, I don’t think anyone could have foreseen the rapid change that has occurred, not only in the digital space, but also in our personal lives, on a global scale and in such a short space of time. The fundamental lesson that has been well and truly cemented in me this year is that change is a constant, and the only way to thrive moving forwards is to become an absolute boss at embracing uncertainty and honing our ability to adapt. The infamous Darwinian quote could not be more applicable to today’s world – “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change”.
While it is absolutely necessary to have a strong vision and a future goal to strive toward for our clients and businesses, I believe that much more of our energy and time needs to be focussed on the ‘now’, and the more immediate future, allowing us to move and pivot more quickly. We have the luxury of advanced technology and automation at our fingertips. In order to maximise its potential, we need to be more focussed on the continuous analysing and evolving our activity, overlaying human insight and creativity to drive growth for our clients in this ever-changing landscape.
In 2022, I am looking forward to overcoming more challenges, getting even more out of my comfort zone, and pushing more boundaries - for my clients, for my team, and also for me personally.
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