What industry trends, developments or issues were most significant in 2022?
In my opinion, two of the most significant things to happen were the Stand With Production movement and VFX workers potentially unionizing. Both could have impact on overall production costs. A third would be the return of commercial supported tiers on streaming services and how that impacts marketing and production spend.
What is the most relevant business and/or creative lesson you learned in 2022 and how will you apply it to 2023?
This year I started reading the Stoics. From them, I embraced two things for business. First, pausing is important. Clarity coming from a pause can push the work forward to greater heights. Second, take time on things that matter. People don’t see the timeline, they see (and judge) the resulting craft.
How have any societal issues–such as the pandemic, the Supreme court decision on abortion, calls for equity, inclusion, diversity, racial and social justice–impacted the way you do business, company policies and/or selection of projects/creative content?
Equity is paramount in all we do. Our culture thrives on equity and inclusion, and we strive for it in everything we make. In 2022, our 50/50 goal (at least 50% of our work helmed or edited by underrepresented talent) was a huge success, and it fundamentally changed how we look for, source and consider talent.
What are your goals or New Year’s resolution, creatively speaking or from a business standpoint, for your agency, company or department in 2023?
Foremost would be to continue our equity efforts (50/50 goal) and find even more impactful ways to make a difference. We need to take more “risks” on less developed but promising underrepresented talent. Give a safe place to hone their craft and break down doors. We still have a long way to go.
Gazing into your crystal ball, what do you envision for the advertising and/or entertainment industry–creatively speaking or from a business standpoint–in 2023?
Brands will continue to embrace and demand work that isn’t just “ads”. Multidiscipline ideas in the form of stories, books, shows, shorts, acts, legit songs…you name it are the future. The smart brands will have their agency partners leading the charge as lines between “ads” and entertainment will dissolve.
How did your company, agency, studio or department adjust/adapt to the marketplace in 2022 (new strategies, technology, health/safety expertise) and what of all that bodes well for 2023?
We continued to create work that impacts culture across all the mediums we touch. Ideas that were part of important cultural conversations. Successful agencies need experts to help drive that work and conversation. Luckily our Cultural Impact Lab and production group are positioned to do exactly that in 2023.
