Perspective – Georgi Oates at SCA – Enjoy the buzz of the workplace

Giuseppe Meazza

Georgi Oates.

AdNews asked industry figures for their assessment of 2022 and outlook for next year

Georgi Oates, Head of Media, SCA

I call 2022 the year of the COVID hangover. People are rolling to the finish line, excited by the thought of a COVID-less Christmas and to feel the sunshine on their faces again… without a mask of course.

While we definitely appreciated the freedoms that came in early 2022, I feel it inundated us with social adrenaline but now we’ve coming down and everyone is a little exhausted. Until the recent upfronts and influx of corporate events, the industry in my opinion has lacked buzz. Perhaps because so much time, effort and mental reserve were spent on recouping lost profits, hunting for talent and holding onto employees wanting to chase the dream. This was coupled with trying to understand the shift in consumer behaviour and media consumption in a post COVID world, while working out the new ‘work life’ that now included more time back in the office.

Surely 2023 can only be better. I’m excited for what I hope it will bring. I will continue to appreciate the balance that was driven by COVID and the flexibility it has provided everyone in the workforce now. Honestly I’m not sure how people functioned without this… perhaps this is why we had more burnout.

I am enjoying the buzz of the workplace, the collaboration, connection and chatter that comes with being in office. I hope we continue to see an improvement on mental health with a stronger focus on flexibility, support and recognition.

For me, 2023 will be all about data and personalisation, with a strong focus on behavioural economic principles and the power it has in marketing. Gathering deeper understandings behind what a consumer actually does, not what they said they do, can open the door to so many possibilities. Having communication messages in marketing that connect with consumers on a personal level and that remove any cognitive bias should not only generate stronger brand affinity but stronger conversions. Partnering that with first party data to create bespoke and highly targeted campaigns across the media landscape will surely set any advertiser ahead of the curb. Watch out 2023, it’s going to be a big year!

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