Campaign India is ending the year by asking industry leaders about what this year taught them and an outrageous prediction for 2022.
Here's what Monaz Todywalla, CEO, PHD India, had to say:
Your stand-out moment or learning from 2021?
The one key stand out highlight of 2021 for me is how much the learning curve has intensified. The success of any organisation’s transformation and growth depends on not just technology but also its human capital and it is here that we’re now seeing significant progress taking place. Upskilling has gained steadfast momentum and people are proactively taking the initiative to get themselves certified, irrespective of whether it’s a paid investment of their own or sponsored by organisations.
Furthermore, the nature of the advertising and media business has metamorphosised.
Organisational talent will never be the same again - from what motivates people to what talent is seeking out in organisations now, a lot has changed fundamentally and intrinsically and I don’t foresee it going back to the 2019 ways of working. And this change is now visible across the board - from agencies to clients alike. 2021 also saw more and more consultants becoming an integral part of the solution, bringing their unique set of skills and services to the table; which has been a gamechanger for many in the overall scheme of things.
An outrageous prediction for 2022?
2022 is going to be a critically tipping point for authentically inclusive advertising. As the consumer population diversifies (race, ethnicity, for example), it’s imperative for brands to authentically reflect a range of backgrounds within their messaging.
Brands would have an opportunity to activate DEI initiatives not just across their talent pool and society but also in their practice. Similarly, environmentally conscious initiatives are no longer going to be relegated to just a tick in the box for corporate social responsibility. It’s intrinsically going to be a larger part of the way we conduct our businesses in the long run.