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.
Peter Horgan, CEO of Omnicom Media Group & MFA Chair:
In many ways, 2021 was an extension of 2020. We finessed our virtual game, we found new ways to connect as teams and with our client and media partners, we developed a greater appreciation of community and the things that matter most.
There were also things we did differently. Perhaps with the advantage of 2020 as a warm up, we avoided last year’s sudden and disruptive break on ad spending, while remaining level headed and prepared to adapt as each new challenge arose. The quality of work among the finalists of the MFA Awards – some of the most innovative, creative and effective we’ve ever seen – demonstrates the resilience and continued skill and commitment of our people.
Critically, we took the time to reflect on the important not just the urgent. For me, the two most important topics of 2021 were diversity, equity and inclusion, and sustainability. While our industry has pushed for greater diversity for some time, we made actual progress in 2021, and industry commitments to sustainability are very much in the crosshairs for 2022.
To deliver on the MFA’s ambition to build a diverse, equitable and inclusive industry, the MFA Board established a dedicated sub-group focused on DE&I and we launched the MFA DE&I Advisory Council in July. We also began measuring the levels of diversity, equity and inclusion within our industry via an annual survey – with measurement being critical to driving change and improvement. Media agencies are the only industry in our sector to be measuring DE&I.
The primary goal of the MFA’s DE&I strategy is education and training to provide agency teams with the knowledge and resources needed to accelerate the introduction of DE&I initiatives – and to ensure they succeed.
Overall, 2021 was an exceptionally productive year for the MFA. The ACCC Digital Advertising Services Inquiry loomed large, with a lot of time and effort invested in our industry’s submission, outlining the function and complexity of the work of media agencies.
The ACCC’s final report acknowledged the important role media agencies perform for advertisers, and called out our work in consistently seeking to empower advertisers by providing guidance on what they should expect and ask for in their dealings with agencies.
Other substantive projects for the year included the launch of the Successful Agency Pitching Guide (to give a framework to clients around sustainable pitching practices in the face of escalating cost, resource and mental health concerns) and the updated MFA Transparency
Framework, which was endorsed by the AANA. It should be noted that the working relationship between the MFA and the peak client body has never been closer. In addition, the roll-out of Australian Digital Advertising Practices (ADAPs), and the creation of a unique and inspiring industry employee value proposition (EVP), to be launched in 2022. I’d like to thank the MFA Board and all the committees for their dedication and impact.
After more than 18 months of working from home, we have begun the return to the office and I know I’m not the only one to be excited at the prospect of being under the same roof as my colleagues. Flexible working will rightly be a mainstay of the modern workplace, but the effectiveness of the office in the spheres of training, ideation and collaboration cannot be
denied.
So that’s one thing I’m looking forward to in 2022. The other is travelling for work and for pleasure. I’m excited to be visiting our teams across the country and New Zealand – particularly New Zealand, as I feel I have been away from there for such a long time. Here’s hoping the sentiment is reciprocated!
I’m not expecting 2022 to be an entirely smooth ride – the talent shortage in our industry remains a real and pressing issue. But there is ample positivity and determination industry-wide to tackle every challenge thrown at us, and I’m confident we’ll face each surprise and bump with the resolve and creativity that seems to define media agencies.
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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