What industry trends, developments or issues were most significant in 2022?
Advertising just felt more fun this year. So many campaigns were joyful, or silly, or based on a single dumb pun. Maybe it’s the can-do, DIY influence of TikTok, but I felt like advertising took itself a little less seriously in 2022.
What is the most relevant business and/or creative lesson you learned in 2022 and how will you apply it to 2023?
In February, I remember being jealous of that Larry David FTX commercial in the Super Bowl. Fast forward 8 months, and we all know how FTX turned out. It reminded me that I want to spend my time working on projects that are a net positive for the world, rather than chasing cool creative for its own sake.
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?
The world is changing fast, and I think the biggest advantage an agency can have is a diversity of points of view. Employing people of different ages, ethnicities, life experiences, backgrounds, and nationalities isn’t just about checking a box. It makes for more interesting insights and richer creative work.
What are your goals or New Year’s resolution, creatively speaking or from a business standpoint, for your agency, company or department in 2023?
OBERLAND is an agency for purpose-driven brands, so we do a lot of work for non-profits. But purpose isn’t just a non-profit thing. I’d like to work with some brands that don’t seem very purpose-y on the surface and find ways to help them create actions (or ads) with a true positive impact.
What are your goals or New Year’s resolution, creatively speaking or from a business standpoint, for your agency, company or department in 2023?
I think agencies are going to start playing with the formats of ad-supported streaming services. Like a few years back, GEICO did amazing work having fun with YouTube preroll. The next frontier could be something like Netflix’s new ad-supported tier. I think we’ll start to see spots that turn that on its head a bit.
