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? 

We’re lucky to be independent so we can make decisions based on our values and principles instead of just the balance sheet, and last year our ownership really took that to the next level. We turned down some opportunities that didn’t feel like they lined up with the type of work we want to make or the type of agency we want to be, and we pitched with a really strong, really honest POV on what the right type of work was for our partners. And it turns out that’s a really compelling argument to work with us.

Creatively and personally, I learned to let go of some things and leave some room for the teams to learn through trial and error on their own (and maybe even a sprinkle of failure here and there). I was very fortunate to have CDs who let me run with things, and I want to do a better job of giving that same opportunity to the creatives I get to work with heading in to next year.

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 biggest thing is just trying to bring more understanding to what everyone is going through every day outside of the work we’re doing together. It’s been a lot. Whether you have kids or you have aging parents or you’ve been stuck at home alone in a one bedroom apartment – everyone is dealing with a lot, so trying to take that into account when the days get tough.

Also trying to dictate less and ask more. There are plenty of things I don’t understand right away so instead of jumping right to my point of view, I’m trying to ask more questions and make sure everyone is heard and understood before we’re making decisions on the work.

What are your goals or New Year’s resolution, creatively speaking or from a business standpoint, for your agency or department in 2022? 

We have a really strong group of creatives and a great group of client partners, so my biggest goal for next year is to get them all opportunities to make work they’re proud of. And get the creative teams things they can own from start to finish without having to jump-ball against other teams. Sometimes it’s nice to just have a project that’s yours.

So just making sure everyone is making, And making things they’re proud of. And making things that make an impact.

Oh, and making sure that everyone still has a personal life, too.

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?

More fun in the work, and more fun in the way we work. I think we’re already starting to see it in some ways, but life has been very serious for almost two years now and it feels like we’re ready to put that to the side and make fun things again. (That’s not to say there hasn’t been fun work happening, but it feels like broadly speaking we’ll see more fun work and less serious work next year).

And when it comes to making the work, it feels like everyone is pretty over running through a meat grinder to get things made. I think a lot of us are going to prioritize having more fun while we make things because when you’re having fun with fun people, you usually make the best work.

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? 

We became leaner and developed more of a niche focus on direct to client, end to end creative and production services. We don’t try to be full service and we don’t chase retainers. This enables us to use best-in-class, experienced, creative + production freelancers that are the exact right fit for that particular job. A fintech client has very different needs than a packaged goods client or an appliance brand..and every category needs video now. So you have to be more nimble.

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? 

We created a Coronavirus protocol explainer video at the start of the pandemic and leaned into remote production as much as possible. We used drop kits at the beginning and phased in more as we could. We listened to our crews and made sure our clients knew the contingencies around someone in talent or crew testing positive. From clients, we’ve seen increased calls for true diversity in casting, and awareness around including more POC overall. As a result we had more Black and Asian actors in our work in 2021 than before. We also built partnerships with minority owned boutiques and production service vendors in 2021 that we hadn’t had prior.

What are your goals or New Year’s resolution, creatively speaking or from a business standpoint, for your agency or department in 2022? 

To communicate more effectively to potential clients and creative vendors the efficacy of OTT and CTV commercials. Digital marketers now care about commercials. That’s new.

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?

More boutiques working together to service fortune 50 brands on project based assignments. Clients who want an agency-in-a-box. Be there when they need you and not there when they don’t

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? 

I started at BBH USA a few months ago and walked into an agency that was firing on all cylinders. The leadership team of Amani Duncan, CCO Rafa Rizuto and CSO Tom Callard, who we affectionately call “ART,” have seamlessly reshaped the business to adapt to current conditions. I can’t give away all of our “secrets,” but I can say we have mastered the art of the virtual pitch as we now have over 11 clients. But for ART it’s more than just the work; they care about the employees and our wellbeing. We have BBH’appiness days every month, encouraging no emails or SLACK after 6:00pm, and a wellness benefit we can use at our discretion for gym membership, therapy, etc.

Speaking in terms of creative lessons, this past year I’ve learned that the lows are part of life and business. They’re meant to be, and they’ll make you appreciate even more the greatness that comes afterwards.

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? 

Working from home for almost two years toughens you up, that’s for sure. Being a creative who finds inspiration in everyday life and thrives around people can be very challenging when your workday now consists of you and your laptop in your NY bedroom. You miss the fire that comes from a random conversation with a colleague over coffee, you miss war rooms where anything can happen until the very last second, and you miss late nights with the team working around the same table. In this new climate you learn how to be more diligent and disciplined, how to appreciate EVERY opinion because there could lie your inspiration, and how to multitask as you make a quick pasta while on a call. It’s been a windy road but in the past year I’ve learned more than ever before – how to step up as a woman in this industry and how to use my being a Russian-Italian copywriter as a superpower.

What are your goals or New Year’s resolution, creatively speaking or from a business standpoint, for your agency or department in 2022? 

2022 will be the Black Sheep year! We are looking to hire more talent, the best talent out there, to help shape the most heterogeneous agency that ever existed. The creative department is growing fast and steadily, with nearly a dozen new creatives joining since I started in September. We aim to bring in clients who care about putting out in the world the highest caliber of creative with real and meaningful impact while respecting each other, each other’s time and life. At BBH we value “nice and good,” and we think of our colleagues as humans rather than professionals.

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?

I truly hope 2022 will be a renaissance, like a modern-day Roaring Twenties. We’ll move away from COVID-themed content and focus on what’s next rather than looking backwards. There will be a renewed sense of optimism and a burning desire to be playful and purposeful. We will create more stunts and live activations for people to experience first-hand, rather than looking to social and digital as the best solution to our briefs. We will be courageous and a little outrageous, challenging clients and ourselves to think and create bigger.

Tell us about one current commercial or branded entertainment project you are working on for early 2022. 

Unfortunately, all projects I am currently on have NDAs protecting their privacy. All I can say is it’s branded content, it’s big and bold, and you won’t be able to ignore it.

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? 

After 2020, we had high expectations for 2021, and it has not disappointed. 2021 has been a very successful year, but it has presented its own unique challenges as we swung from the early promises of vaccinations and a return to “normal” to the reality of variants and surges, further cementing the fact that there is no back, and only the need to continue to evolve and move forward.

We pride ourselves on being nimble and adaptable, and so we’ve continued to refine our processes, leaning further on technology for project management, screen sharing, and remote viewing, but most importantly we have doubled down and re-invested in our people.

2021 was a year of expansion for Zambezi as we continued to grow our integrated media division, our Social division (School), and the continued success of our studio capabilities (FIN Studios). But as the volume of work increased it became clear that we needed to make sure we were taking care of our most important resource.

So, in 2021 we put extra focus on our People Department, devoted not only to identifying and resourcing top talent, but specifically to listening and responding to the needs of our devoted staff and frequent freelancers. We’ve seen an immediate impact on the health and happiness of our teams.

Moving forward, we will continue to balance the demands of providing attentive service and making premium work for our clients, with the overall health, safety, and satisfaction of the people who are creating and helping to shepherd that work into the world.

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? 

From our roots as a formerly Black owned business (co-founded by Kobe Bryant) and our current status as a female owned agency the call for diversity, equity, and inclusion is a never ending pursuit. It’s not like we fill a quota and check it off the list.

Ultimately, the more diversity in our staff and partners, the better our work reflects the varying voices and points of view in the world, and the better we are at speaking to and engaging with more people.

The continuous challenge is the chicken and egg conundrum of experience (whether it’s portfolio, reel or resume) and making sure we are open to different voices and people that might not have certain levels of traditional experience. We understand that great talent can come from different places and might not fall into the typical way things have been done in the past

And while the pandemic and remote work has been challenging for training and mentorship, we will continue to bring in diverse talent at varying levels in all departments so that we can help add to more education and inclusion in the industry as a whole.

What are your goals or New Year’s resolution, creatively speaking or from a business standpoint, for your agency or department in 2022? 

Our goals for 2022 are pretty simple

• Create great work for our clients
• Seek out great partners who want to collaborate on great projects
• Make sure to balance the demands of making the best work with taking care of the health and wellbeing of the people who make the work
• Have an open mindset about the way we do business and the impacts of how we exist in the industry and in the wider world

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?

We see the advertising and entertainment industries continuing to both expand and consolidate - not an easy trick.

If nothing else, 2021 showed us that the need for content is never ending. People want to speak, be spoken to, engage, or simply be entertained in various places and on multiple platforms. And so we need to build responsive teams of engaging storytellers that can communicate in a host of different ways and in different media and mediums, each with its own unique language and style.

So as we, and the industry as a whole, continues to adjust to these new needs we expect that there will be some casualties along the way. Some businesses will get acquired by larger networks in order to keep up with the varied demands of clients, some will continue to adapt and expand their offerings internally/independently or through acquisitions of their own, and some will simply not be able to keep up.

For us, this is an exciting time, and we welcome the challenge of “evolve or die”, as that is how new ways of working evolve and where creativity lives.

Tell us about one current commercial or branded entertainment project you are working on for early 2022. 

We have been hard at work on a new content series for The Tennis Channel: “Warm & Fuzzy” is a show that came about as a reaction to the pressures of the pro tennis tour, and is meant to show the lighter, more personal side, of some of the biggest pros, and introduce audiences to some of the next generation of tennis stars.

We are also completing 8 episodes of our first podcast series “Undaunted: presented by Choose Unity” in collaboration with Spring Green Media. On the podcast, our hosts talk with young influencers and activists about some of the most pressing issues of our times, offering new perspectives and solutions to these problems. With guests like Rachel Cargle, DeRay McKesson, Rainn Wilson, Brittany Packnett Cunningham, Penn Badgely and more. It’s a very different (and exciting) project for us.

We will also be in production on new work for DIRECTV as they head into 2022 with renewed purpose, for Traeger Grills as we gear up for the 2022 grilling season, and we are finishing up a host of spots and other content for Taylormade Golf, just in time for the winter thaw and a return to the golf greens.

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? 

I can’t really think of a single aspect of our industry that hasn’t been impacted. Most of the changes have been positive, in my opinion. Not necessarily easy, but overall positive. One of the biggest exceptions would probably be how much more challenging it has become to properly mentor the younger folks in our teams. So much of what we do is learned through osmosis, just constantly being surrounded by the right people and the right conversations. I feel like we figured most of it out: how to create, manage, sell, produce and distribute the work remotely. And I hope companies can find a way to dedicate just as much energy and attention to helping the new generation navigate all of this.

What are your goals or New Year’s resolution, creatively speaking or from a business standpoint, for your agency or department in 2022? 

Our goal is to reposition BBDO SF as a global creative hub. Our CEO Kelly Johnson and I joined the agency just a few months ago, and we’re in the process of building a very diverse team to create culturally relevant work for our US and global clients. Our ambitions are sky high for 2022, and we know with that comes a lot of hard work. But our team is excited for this challenge, and the chronically optimistic version of me has no doubt that we can do it.

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?

My crystal ball is telling me that the “great resignation” might end up being a blessing in disguise for our industry. Sure, it’s wreaking havoc right now. But it might also bring a much needed breath of fresh air as the relationships between companies and people, work and life, change dramatically, and we are all forced to look outside of our bubbles for new talent and new opportunities.

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? 

As a group, it was vital for us to emphasize the importance of mental health in 2021. We prioritized collaboration, mindfulness, and self-care for the agency. We wanted to make sure the runways were open for creativity to flourish. That’s why we have implemented many measures from no meeting Fridays to creating “Zoom Watercoolers” that cultivate random digital cross-department encounters to expanding our health & wellness offering as a company. We will continue making mental health a point of emphasis in 2022.

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? 

It amplified our existing commitments as a company and opened our eyes to what we can do better and more.

Alongside our client partner Blue Shield of California, we created the campaign “Hear Me” featuring Venus Williams spotlighting gender discrimination in healthcare. In the US, 1 in 2 women’s health concerns go unheard. Their pain ignored, concerns disregarded and symptoms dismissed. This leads to years of no-diagnosis, misdiagnosis, or an unexpected diagnosis that could have been avoided altogether. We wanted to shed light on this issue and raise awareness of this problem in healthcare which affects half the population.

What are your goals or New Year’s resolution, creatively speaking or from a business standpoint, for your agency or department in 2022? 

In 2022, our goal is with each project to do something new. We will explore new concepts, executions, mediums. No matter how big or small they can be.

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?

In 2022, creativity will manifest itself in ways that we haven’t envisioned before. With the emergence of new technologies and trends shifting at such a rapid pace. I think we will see storytelling in places that we have not fully grasped yet, like Metaverse and VR. Given the prominence of ad-free streaming services, I predict long-form storytelling in branded entertainment to be front and center as well. Finally, we have yet see the peak of brand collaborations, especially brands that sit on different spectrums--such as the latest Witcher x Old Spice partnership.

Tell us about one current commercial or branded entertainment project you are working on for early 2022. 

We have an exciting music-driven project in the pipeline with our friends at ESPN, which will be released in Q1. We can’t wait.

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? 

Our biggest lesson of 2021 was learning just how vital collaboration is for creativity and innovation. Every action we took was an effort to foster more connection via digital tools that improved remote work, remote shoots, and brainstorms. We knew we needed to keep people safe, but we also know the best ideas—or the best shots—happen when you remain open and flexible to different perspectives. People don’t learn or grow in isolation, so retaining creative talent meant finding ways to connect people to a path for growth.

Our shoots were small and nimble this past year with many people zooming into the shoot or voice-over sessions. Upfront collaboration was key to making sure all voices were heard. We honored real stories, in the voices of real people, and allowed more time for review by everyone involved to make sure we got it right.

With circumstances ever-changing, we needed to be flexible, as well. Gone are the days when you can be overly precious about your creative projects. We are much more renegade and adaptive now, which tends to yield more honest and authentic results. Perfection stifles possibilities, and our approach continues to lean more into the possible versus the limited.

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? 

Our agency and our clients are fully committed to amplifying diverse voices in our content and campaigns. This is reflected not only in the talent in front of the camera, but the talent behind the camera, as well. We’ve moved from crafting stories to letting real stories unfold. The pandemic has affected people in different ways—there isn’t one story to tell, there are many, and we’ve strived to inspire with different people, places, and perspectives that may have been overlooked.

Some of our clients are travel brands, which were heavily impacted by the pandemic. We knew that international travel was on hold for many people, so we leaned into domestic discovery and ways people could connect to different cultures right here in the United States. It was a way to celebrate diversity locally and champion people’s passions. We featured small businesses and shared ways people could support people in their own communities or in the communities they may visit.

We wanted our productions to support communities, tell real stories, and feature people who are making a positive impact.

What are your goals or New Year’s resolution, creatively speaking or from a business standpoint, for your agency or department in 2022? 

Our New Year’s goal is to retain and collaborate with diverse and imaginative creative talent and make campaigns that have a positive impact. This is always our goal, but the pandemic—and mass resignations—have made it clear that who you work with is extremely important and we strive to be a team that appreciates our people and values everyone’s voice. We know that representation matters, but even more, people need to feel welcomed and supported. That matters more than ever right now—from mental health to a clear path for growth, we can’t create great work if people aren’t thriving.

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?

My hope for the future of advertising is a true reckoning with the ways we impact culture. The brands that will succeed are the ones that foster community and look for ways to give back and support both their customers and their internal teams. The pandemic has been hard on everyone, some more than others, and people are craving real, human connection now more than ever. Empathy in all facets of interaction will be extremely important. We need to drive hope and foster real relationships. Things like travel will no longer be taken for granted—or skipped altogether. There is an immediacy where we will want to live and experience life, not just for “the gram” but for our own wellbeing.

Tell us about one current commercial or branded entertainment project you are working on for early 2022. 

We’ve had an ongoing, series in partnership with Insider, called “Travel Dares,” which has taken us all over the world, and more recently, uncovered hidden gems at home. This series challenges viewers to get off the beaten path and discover cultures, cuisines, and daring activities to get people out of their comfort zones and immersed in a visceral experience. Our latest “Season US” reveals a unique road trip through the United States that supports artisans and small businesses along the way. Our production footprint has been small, and many schedules had to shift, due to COVID, but we’ve created something really inspiring that gives back to the communities we feature.

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? 

With three offices spread across several continents, we were already pretty good at remote collaboration, but in 2021 we upgraded our game in both practice and technology. All offices got video/audio upgrades in order to help with a new hybrid way of working (some of us come into the office regularly, while many still work from home). And we made significant changes in our HR practices to accomplish our two biggest needs in 2021: Hiring fast and retaining strong talent. We streamlined both our recruitment and interview processes to identify talent and make offers within just a few weeks. And we revised our review/raise process to make sure we could retain as much of our star talent as possible. “The Great Resignation” is real, and these moves have helped us stay just ahead of it, for the most part. But there’s more work to do.

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? 

We’ve always valued diversity in our agency, both in our team and in our work. But in 2021, we realized—like many agencies—that we should do more. We formed a number of DEI committees, made public our values and goals, and have published our employee statistics to help ourselves stay on track and accountable. We’ve also established a new, and more thorough, creative review process to help us not just stay as sensitive and representative in our work as possible — but to identify ways to push ahead and help set new standards.

What are your goals or New Year’s resolution, creatively speaking or from a business standpoint, for your agency or department in 2022? 

We have plenty of goals in 2022 for our creative team. The top five that come to mind are…

• Impact culture positively.
• Make more disruptive work – not just for big clients, but small ones too.
• Organize our creative dept to attack briefs and pitches more efficiently and cross-office.
• Retain great talent.
• Continue striving to be an agency that puts fun first.

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?

Oh man, it’s so hard to make predictions these days. My crystal ball for 2021 was way off thanks to our friendly new variants. But I anticipate brands will continue to try and make up for lost time the past two years. They’ll want to engage with their consumers in social as well as in real life, as soon as it’s safer. So I hope to see more IRL brand experiences with strong social tie-ins. I also hope creatives in the field find new satisfaction in the moves they’ve made past year, and settle in for a new chapter. With renewed energy.

Tell us about one current commercial or branded entertainment project you are working on for early 2022. 

We’re working on several fun extensions of current campaigns for our Verizon clients. One big campaign will hit early January for Verizon’s pre-paid brand – Visible. Looking to follow that up with another chapter soon after.

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? 

2020 was a year of waiting for things to go back to normal and 2021 was the year of accepting that was never going to happen. The biggest shift we’ve made is to fully embrace the fact that this is an era of employee empowerment and are committed to giving our employees more say in when, where and how they work. Finding and retaining talent has been central to the agency’s success and hopefully this will make us truly a talent first organization. 

What are your goals or New Year’s resolution, creatively speaking or from a business standpoint, for your agency or department in 2022? 

To make people laugh - or at least smile - more. The world is full of negative sh*t right now, it would be great if advertising was fun. 

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?

“Predictions are difficult, especially about the future.”--Danish proverb. I’m not Danish, but I’ve always loved that proverb. But if you forced me to predict something, I would say that with the changes in data collection/cookies/ad tracking brands will once again put a premium on creativity to attract new consumers. 

Tell us about one current commercial or branded entertainment project you are working on for early 2022. 

I’m very excited about three branded entertainment projects we’ve got going right now. They are all in varying stages of development but one of them is the second season of a short-form, social media series for Corona , the other is a half hour docu-series about creativity as well a feature documentary project in the cryptocurrency space.

What are your goals or New Year’s resolution, creatively speaking or from a business standpoint, for your agency or department in 2022? 

Mirimar is ambitiously devoted to building one of the most interesting creative companies in the world. We have a team of smart, kind and hardworking people who bring their creativity, humor and heart to work. We are looking to continue to genuinely partner with brands wanting to create breakthrough moments. To outsized attention for their investment in a concept and execution. And really 2022 is all about striving to make the best work we can with each and every opportunity.

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?

There feels like there has been a real build up and there are now lots of opportunities, projects and demand for work that can breakthrough. We are busy and optimistic about 2022.

Tell us about one current commercial or branded entertainment project you are working on for early 2022. 

An interesting take on The Super Bowl.

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? 

In 2021 it seems the internet just got interesting, again, with Crypto going mainstream, meme investing, NFTs and the Metaverse.

We saw a deluge of brands creating NFTs, and the already crowded Metaverse is becoming as expensive to buy property as the Bay Area. The truth is, we are barely in the foothills of the blockchain and Web 3.0, and just like A.I. a few years ago, this technology will become more and more commonplace until it is seamlessly integrated into our everyday lives.

At 180 we are looking at the application of these technologies to create meaningful ideas that have a positive impact on people’s lives. Sometimes purpose gets left behind in all the excitement and too often brands create lame badging exercises. We are much more interested in brands coupled with technology driving cultural change and behavior.

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? 

Just like my Boomer parents in the 60’s, generation COVID have now experienced their own seismic moments of social change. From George Floyd to Me Too, the effect can be felt everywhere. But this revolution isn’t just about big changes, but our actions every day. Every decision we make, we scrutinize closely to make sure we are honest. At 180, we have a policy that everyone has a voice. This means everyone in our organization is working towards a more equitable future.

What are your goals or New Year’s resolution, creatively speaking or from a business standpoint, for your agency or department in 2022? 

Innovation is the key to creativity. This doesn’t just mean technology, although many of our projects for 2022 are deeply technological. Innovation is about pushing ideas further than you feel you can imagine. It sounds highfalutin, but it is what 180 has been doing for years.

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?

We are still accelerating into the future at a phenomenal rate. But if I were to make one prediction - brands and the blockchain (in whatever form) will be a thing.

Tell us about one current commercial or branded entertainment project you are working on for early 2022. 

I don’t want to talk about specific projects as they are confidential, however, one of our biggest projects of 2022 is the future of work and how an agency (and our network) will operate. As a network we are being ever more fluid in the way we operate. Creating bespoke teams from our global talent pool was something we were already doing but has been massively accelerated by COVID. A successful agency office is really a hub of thinkers and creators surrounded by brilliant operational people. Working out how we interact, fostering an environment that leads to breakthrough thinking, is my overarching project.

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.

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 events of 2021 forced us to confront unimaginable heartache from which we had to grow and adapt. It has reminded me that we’re all humans just trying to do the best we can, to cope with the human condition the best we can. With that in mind, I approach every person and every brief with a huge dose of empathy. Good work is really based on making people feel something and you can’t do this without an excessive amount of empathy.   

What are your goals or New Year’s resolution, creatively speaking or from a business standpoint, for your agency or department in 2022? 

I’m fortunate to work in this industry and I’m grateful everyday to work alongside such caring and talented people. It’s my goal every single day to be kind to people but hard on the work. I think this builds a culture where people feel safe to express themselves and ideas while keeping a high creative standard. I want every creative to make the best work of their lives and enjoy the process to get there.

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? 

We were fortunate enough to grow in 2020 because of our clients. In 2020, we learned how to navigate the very early waters of COVID-19. How to do a production through Zoom. How to manage teams and clients only on Zoom, Slack, iMessage and email. 2020 really set a foundation for how to work in the new world. We took those learnings and were able to hit the ground running in 2021. Our output this year was 4x higher than it’s ever been.

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? 

Our clients have always been sensitive to diversity, equity and inclusion. Year over year they continue to push for a more even ratio when it comes to talent we cast. From an agency stand point, we continued to learn how to ensure the culture of our agency survives in a world that is more remote than physical. 

What are your goals or New Year’s resolution, creatively speaking or from a business standpoint, for your agency or department in 2022? 

I hope TDP is fortunate enough to continue the trend we’ve been on since the agency was founded. Doing smart, creative work for great clients. We have a very healthy new business pipeline and a lot of production coming down the pipe, so selfishly, adding one more producer next year wouldn’t be a bad thing.

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?

I’m hopeful that more work will focus on bringing people together, especially after the last two years. It’s nice to see industry talk about events that will be a hybrid / more in person attendance. It’ll be interesting to see how our industry embraces the new world - things like return to office (if that ever happens), award shows, and more in person production.

Tell us about one current commercial or branded entertainment project you are working on for early 2022. 

We’re preparing for a client sponsorship for the LPGA and we’ve specifically been instructed not to put it through a COVID-19 lens. That was nice to hear.

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?

From a production standpoint, 2020 was about halting productions and learning to how to manage shoots with clients and creatives remotely. In 2021 at our agency, specifically in production, I had to focus on getting our clients and creatives not only back in the office but back on productions—safely. It took time to get everyone adjusted and comfortable with the safety protocols, including the numerous testing procedures not to mention how their budgets were going to be impacted by these changes. 2022 will come with its own challenges and education as we head into a year with more people vaccinated yet a growing number of infections, it will be extremely challenging to maintain normalcy for crews and talent.

What are your goals or New Year’s resolution, creatively speaking or from a business standpoint, for your agency or department in 2022? 

Our goal every year is to always create great work. From a production standpoint, I look forward to establishing new relationships with all types of partners as well as building upon our current roster to bring the creative to life. During these challenging times with new production protocols and supply chain issues, it is even more important that we continue to work with the best.