How did your agency adjust/adapt to the marketplace in 2021 (new strategies, resources, technology, health/safety expertise) and what is the most relevant business and/or creative lesson you learned in 2021 and how will you apply it to 2022?
Just as we were getting used to working remotely and getting the hang of virtual shoots, 2021 brought on a new set of challenges. Zoom fatigue and the ongoing stress of the pandemic, along with staffing challenges, started to take its toll. And we all yearned for in-person moments to collaborate and connect with each other.
An important lesson I learned this year was to recognize that we are all going through a tremendous amount of stress in this environment, and it can affect us in all different ways. And although we might be on chats or video calls throughout the day, it’s important to pause and take the time to check in with our colleagues. These moments can lead to better understanding of their unique challenges in an effort to provide the genuine support they need.
Secondly when it came to productions, I learned the benefit of working in an industry of creative problem solvers. I worked closely with producers and creative partners on multiple virtual shoots this year. I leaned on my partners to proactively plan and set client expectations, so we could maintain safety as the priority while still producing our best work.
I recently joined Grey Group as a Group Creative Director in the health and pharma group. In 2022, I look forward to building strong connections with the internal team and with our talented production partners as we continue to adjust to the virtual environment and find solutions to continue to elevate our work.
How are the events of 2021–from the pandemic to the call for diversity, equity and inclusion–impacting the content you create and/or the way you work?
The call for diversity, equity and inclusion will continue to be an area to address and is hugely important to the leadership at Grey Group and our employees. This includes fostering a diverse and inclusive internal culture through recruitment of talent, mentorship, and internal initiatives. Another key focus is how we approach the creative process and making sure we create work with authentic and diverse points of view, and also seek out diverse creative partners. Both areas of focus are essential to creating a culture of diversity, equity, and inclusion and to produce work that can make an impact.
The pandemic has affected all of us in different ways. And with more demands at home, taking care of loved ones, managing our own health, along with the stresses of work, it has become clear that mental health is an important focus. We all need to be mindful of what people might be going through outside of work and prioritize employees’ mental health and provide support. And working in the health space, there is opportunity to highlight the importance of mental health in our work and how we can best support patients and healthcare providers.
What are your goals or New Year’s resolution, creatively speaking or from a business standpoint, for your agency or department in 2022?
I am just getting started at Grey Group and I am so excited for 2022! My goal is to apply our approach to create Famously Effective work in the health and wellness space. There is so much potential in health to create meaningful experiences for both patients and doctors. I am looking forward to partnering with our producers and production partners to bring compelling stories to life in beautiful and engaging ways.
And this work will take a team effort. I am looking forward to helping create an environment that attracts and fosters talented and diverse creatives. I am focused on incorporating diversity, equity, and inclusion into all areas of our work from recruitment, to how we approach production of the work. And I look to continue to be an advocate to help support women and their advancement into leadership roles.
Gazing into your crystal ball, what do you envision for the advertising and/or entertainment industry–creatively speaking or from a business standpoint–in 2022?
With the ever-changing environment of the pandemic, I anticipate we’ll see a wealth of creative innovation. We are an industry of creative problem solvers, and the uncertainty will fuel creativity. As an industry, we need to continue to be nimble and find new ways of collaborating and working with creative production partners to further innovative execution techniques. Even more so, we need to find unique ways to engage with our audiences. And the health space has so much potential for continued innovation in both the development of new therapies for patients and how we engage with patients and healthcare providers. With the ongoing challenges of the pandemic, I can see brands continuing to lead with emotion and empathy to make stronger connections with their audiences, along with a focus on the importance of mental health and the continued call for diversity, equity, and inclusion.
