Year-ender 2021: 'This year has memories that I will always learn and lean back on' – Babita Baruah

We ask industry leaders for their learnings from 2021, and an outrageous prediction for the year to come

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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 Babita Baruah, regional client lead, IMG, WPP, had to say:

Your stand-out moment or learning from 2021?

The power of resilience and empathy

It’s been a year where the challenges thrown up in 2020 with the pandemic continued. Like most businesses, we also had our share of impact.

But what stood out was the power of resilience. And the care and love we have for each other at work, as colleagues, peers, clients, partners. Finally, a relationship is never just about a contract. Should not be. During the terrible months earlier in the year during the severe lockdown, I was overwhelmed with the way in which everyone rallied around for all kind of support, from medicines, securing medical assistance, providing food and staying connected as one family. All of us have milestones in our professional journey. But to me, this year has memories that I will always learn and lean back on.

An outrageous prediction for 2022?

Marketing 101

We are taking giant leaps in digital transformation. The way we engage, the way we evaluate and the way we do business has changed. This change has accelerated in the past year.

We deeply encourage the culture of innovation, agility and are making pivots in our talent mixes.

But are we, at times, missing out on the foundation- the pillars that a brand stands on? That transcends change at the core.

I feel discussions on Marketing 101 will regain its place again. Pare the marketing onion.

I can see it surfacing already, when we talk simplification. When we talk brand narrative.