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.

What industry trends, developments or issues were most significant in 2022?
The recession was real. Clients cut budgets and pulled back on productions. That will be the take-away for most business but as it affects advertising we are usually the first to feel it and the last to recover.

What is the most relevant business and/or creative lesson you learned in 2022 and how will you apply it to 2023?
The best work happens when humans are in the room. Being together affects the work in a positive way. You can’t mimic human creative synapses over zoom.

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? 
Everything affects the way you do business. As a creative culture we feed on what is happening in the world. People respond to ideas based on where their heads at. If you ignore that you’re just talking to yourself.

What are your goals or New Year’s resolution, creatively speaking or from a business standpoint, for your agency, company or department in 2023?
Make the most creatively audacious work we can. That's what’s fun. That’s what drives business for our partners, and that's why I love what I do.

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? 
The recession isn’t over. I’m predicting more attrition and more global consolidation. It’s a good thing I’m my opinion. Let’s cut the fat get small and get back to big ideas and amazing work.

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 had an appetite to come together again. We spent a lot of time working though our safe practices and policies that fit the culture of our business and the people. 2023 will be the time to see the real efforts of our planning.

What industry trends, developments or issues were most significant in 2022?
At the start of 2022, I remember a lot of optimism about all things “metaverse.” I started the year very curious but skeptical. I didn’t know at the time that I would be diving eyeballs deep into the metaverse for most of our work for the year. We worked on all the big campaigns for one of the biggest VR games, Beat Saber, and we were jamming in Meta Horizon Worlds nearly every day. So, as the rest of public opinion turned more skeptical, I warmed up to it. SpecialGuest put in a lot of hours in VR, meeting the early adopters and builders of the metaverse, and experiencing the shortcomings at the same time. But by finding all the pitfalls, we also understand better where it all might be going. I’m reminded of the early days of AOL chat rooms, when I was in middle school, not realizing that the often frivolous and short-lived interactions in those chat rooms would essentially lead to platforms like TikTok. At the time, those chat rooms left a ton to be desired as an experience. And that’s where we are with the metaverse. But through that lens, it’s also clear how immense it is going to be. Skepticism is a crucial part of the development, but I love working on the beginnings of something big.

What is the most relevant business and/or creative lesson you learned in 2022 and how will you apply it to 2023?
I learned that my clients believe in my growth and want to help me take the next step. It was the first year I heard people tell me, “Aaron, we love you, but you need to let your team do that.” It might sound obvious from the outside, but it has always been tough for me to trust and give up control. While I had heard these kinds of suggestions from my partners, it rang differently in my head hearing it from my clients, some of which I’ve been working with for a decade, across multiple brands. I thought I was expected to be always everywhere, and this was permission to rise above. I’m not great at it yet, but that’s what I’ll be bringing with me into the new year.

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 love working in advertising because I get to be creative every day—and it’s not about me. It’s about the brands we work with. But we need to remember to tell our story too. We are growing our creative community, starting new ventures (SpecialGuestX), and making our best work ever. The team works too hard not to talk about it—and we will. That’s my New Year’s resolution.

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? 
I’m sure we are all thinking about how to reckon with developments in AI that are already disrupting the creative industry. I definitely see that in the crystal ball, and I think it’s a pretty exciting prophecy. I’ve grown up being borderline dyslexic, and I have always thanked my lucky stars that I exist at a time of “spell check,” for example. What a fabulous bit of early AI. I’m equally excited about the creative potential of generative art and language. We’ve been working with versions of creative AI tools like this for about half a decade. And yet, the crystal ball vision is still cloudy. We started a new company, SpecialGuestX, based in Madrid and New York, to study and implement these very tools, so I think it is going to be a fun 2023.

What industry trends, developments or issues were most significant in 2022?
The awareness and embracing of diversity across all pillars and the beginning of actually implementing sustainable strategies vs just talking the talk. We still have a long way to go, but it’s a step in the right direction. It’s essential to have representation in all areas of the industry in order to effectively converse with and be part of culture. Valid ideas, thoughts and creativity come out of communities that do not always have a seat at the table and that is a big miss.

What are your goals or New Year’s resolution, creatively speaking or from a business standpoint, for your agency, company or department in 2023?
My goals for my team in 2023 are simple – continue to grow and develop our production offering and continue to bring more and more creative solutions to the agency. As budgets and timelines shrink, it’s incumbent upon production to always seek out new approaches and ways to not only deliver but raise the bar on what we deliver. With all the exciting new technology available, we are finding new and exciting ways to harness the tech in service of great storytelling.

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?
It’s interesting because certainly the pandemic brought a whole new way of doing business and delivering creative. And the past year has only seen that develop and turn more and more in everyone’s favor. The access to talent has opened up now that the world has become accustomed to remote and hybrid workflows. We have talent on board who pre-pandemic we would not have had access to and they contribute and enrich our team with different points of reference and ideas. The exponential speed with which new technologies are being adapted and giving us new tools to tell stories is really exciting and we have been diving into that as well. We are going into 2023 excited to continue to grow and adapt and pivot and learn and make great ideas come to life.

What industry trends, developments or issues were most significant in 2022? 
To go back into the office. Or not. That is the question. The great return to the office debate was big in 2022. For many, it became clear that there was no reason to go back. Or to even have a physical space anymore. For others, a formalized hybrid approach made the most sense. So you had the flexibility we’ve all grown to love as well as opportunities for in-person magic to happen. Balancing the productivity of telework with the community vibe of the office was a major challenge. But people are getting their groove back.
Next up: the Four-day Work-week debate.

What is the most relevant business and/or creative lesson you learned in 2022 and how will you apply it to 2023?
Change is a constant. Cliche, yes. But so true. We thought the pandemic was the thing that was going to change everything. But it was just the beginning. From the weather to a recession to war, you have to be flexible enough to course-correct in order to keep up. The old way of working turns into the new way, and before you know it, the new way is old again. So the lesson is: don’t get stuck. The way audiences do things, consume things, and share things, will continue to change. And in this industry, we can’t stay the same industry.

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?
Like the rest of the country, we were frustrated and devastated by the news of Roe v. Wade being overturned by the Supreme Court. As a creative agency, we knew we had to do something. And not just a cool video, either. We knew it was all about getting the right people into public office. So right before the midterm elections, we created VOTEX, the first-ever tampon brand that helps you vote. Using the tropes of feminine hygiene products, each box of VOTEX was plastered with instructions on how to register, and where to vote, all in hopes of causing a raging gush of voters in support of pro-reproductive rights candidates in Colorado.
And it won’t stop there. We’ll be inserting ourselves into the next elections as well.

What are your goals or New Year’s resolution, creatively speaking or from a business standpoint, for your agency, company or department in 2023?
You can’t make amazing work unless you focus on the right things. And that thing isn’t a thing. It’s PEOPLE. There are always new people coming into the industry bright-eyed and eager to learn. But sometimes, especially in this remote-working environment, they lose out on a lot of the hallway conversations, the in-person discussions, and the overall production experience. It’s important to mentor that up-and-coming talent and to keep them excited about bringing amazing ideas to life.

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? 
With platforms like TikTok illustrating how everyone can be a creator, my crystal ball sees agency creatives getting even more hands-on with making their own stuff. From filming to editing to photography, agency copywriters and art directors will go beyond writing and designing to start bringing more to the table in order to get more work made faster, for a smaller budget. Will it be great? My magic 8-ball says yes.

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?
Side hustles are here to stay. As an agency with a huge freelance Collective, we embraced it even more in 2022. Sometimes we were the side hustle, and Collective members worked on our projects during p.m. hours. Sometimes we helped people with their side hustle because their new product or amazing idea had huge potential. Sometimes, someone’s side hustle made them understand our hustle even better, and they became great partners and consultants. These side gigs made people even more valuable and more fun to work with. As 2023 heads in, side hustles are only going to matter more for all creatives

What is the most relevant business and/or creative lesson you learned in 2022 and how will you apply it to 2023?
A commitment to simplicity has served us well, as well as following our instincts. Focused, simple ideas that juxtapose something interesting about our brands with something happening in culture. A lot of agencies, and a lot of brands overcomplicate things. We got the world talking about our partners' brands by keeping things simple, following our process, and trusting that if something got us all laughing or energized, it would do the same for our audiences.

What are your goals or New Year’s resolution, creatively speaking or from a business standpoint, for your agency, company or department in 2023? 
It sounds obvious, but our goal is simply to stay hot as a creative department and as an agency. Just keep winning and having fun doing it. For us, it’s about delivering a steady stream of ideas that our partners didn’t necessarily ask for, but can’t say no to...while never losing sight of our partners' business and creative strategy, driving big business wins through smart, strategic campaigns. Beyond that, continuing to build a creative culture where every single person feels empowered to do their absolute best work, and can live their best life outside of work. It’s about time we made that more of the norm in our industry.

What industry trends, developments or issues were most significant in 2022? 
From my perspective, the most impactful industry evolution of 2022 came in the form of consumer ready, generative AI. These tools took the building blocks of generative AI systems, ones we have seen in experiments and marketing stunts over the years with GANS, NLP, and deep learning, and operationalized them through computing power, speed, and quality that feels more like magic than technology. This spectrum of growth saw product after product, born out of two motherships in OpenAI and Stability AI, flood the market. The interfaces on Discord evolved into web experiences and then transferred to apps like Lensai. We moved from static to motion to an iteration of a chatbot (ChatGPT) that conquered the shortcomings of its predecessors. 

These developments impact creativity because they fundamentally change how the imagination materializes. No other aspect – from the shift of NFTs to Digital Collectibles to the boom of Metaverse properties to the massive changes in the social media landscape, to any of the market contraction – compares. 

What is the most relevant business and/or creative lesson you learned in 2022 and how will you apply it to 2023?
To truly thrive as a creative, you need to feel empowered, which means having the platform and support you need to shine. Vulnerability plays a key role in the creative process and, when it gets met with empowerment, more possibilities for genuine creativity emerge. Anomaly embodies these values, and, going into 2023, I want to ensure I pay that ethos forward from an emerging experience and technology standpoint. The subject matter of emerging technology is inherently difficult to understand, making it all the more important to lead, ideate, and strategize from a place of vulnerability and humanity – and encourage others to do the same. 

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?
Anomaly is built on the belief that diverse thinking leads to better outcomes. It’s part of our DNA. So, the events of this year didn’t greatly impact how we engaged in the sociopolitical landscape. We know that diversity, equity, and inclusion make our company more powerful, both creatively and commercially.  Sometimes, this mentality manifests through a meaningful collaboration, like partnering with Afropunk founders Matthew Morgan and Jocelyn Cooper to co-create the forthcoming LETS GET FR.EE music festival. Other times,a powerful idea that calls out societal tension exemplifies it; for instance, this year, a group of creatives out of our LA office came together to create Abortion Bus, a spin on Desert Bus, infamously known as the worst video game ever,  to highlight the extraordinary lengths pregnant Texans have to travel for an abortion and drive donations for Fund Texas Choice. But we know there’s always room for continued growth and education, and that’s why we’re in the process of formalizing a new diversity review panel to stem the spread of stereotypes and bias in our creative work and content. 

From a company policy perspective, we introduced a wage assessment to ensure women, Black talent, and all People of Color get paid equitably in 2021. That year also marked the introduction of new, Global KPIs that extend beyond talent diversification to include measuring inclusion, retention, and elevation by gender and amongst underrepresented groups. We’ve consistently increased diversity in race and gender each year, but we still have a ways to go and will continue to find opportunities to drive representation across all disciplines and, most importantly, our leadership team. These examples are just a few of the many efforts that Anomaly has in place to continue supporting diverse talent and increasing representation. 

What are your goals or New Year’s resolution, creatively speaking or from a business standpoint, for your agency, company or department in 2023? 
My goals and ambitions for the coming year center on the emerging experience and technological areas of Anomaly, which I oversee on a Global level. In the broadest sense, I look to indoctrinate our team with a depth of knowledge and care to help navigate our brands through nascent spaces like Web3, generative AI, and the Metaverse. 

Generative AI can help us quickly materialize our imaginations, and I plan to tap into and demonstrate that reality in the coming year. Just this past month, we launched the first generative music video for Ally bank with artist Charlie Curtis-Beard called Music on Me, using the DreamStudio animation API. Looking ahead to 2023, my team will continue establishing our clients as leaders in the nascent spaces of emerging technology by engaging consumers in new, strategic ways that drive impact. 

Above all, I want to push creative storytelling within these emerging spaces without relying on just being first, convoluting the tech and the idea itself in the process. Tech is not an idea. Mode of media is not an idea. An idea needs strength and purpose to exist, and boundaries within these new spaces allow us freedom to craft and create on top of that foundation. I intend to push those boundaries. 

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?
We have an interesting table set for the year ahead. If rises and falls represent 2022, finding footing will come to the forefront in 2023. Collaboration across spectrums of technology should help standardize use, elevating disparate systems as a result. Both Web3 and generative AI have a lot of gray areas that need color; with clarity comes less volatility. 

Much like the bear market marked a reset of Web3, a moment of intense tension around use, ownership, and royalties will shape generative AI in the year ahead. Brands want to play with these tools, and creators have embraced them already. But a gap in use, as well as tension around infringement, looms. As for Web3, builders will keep building and holders will keep holding, but, without regulation, we simply can’t find the floor and create the momentum for the bull run of 2024. 

Beyond regulation and stability, generative AI itself will progress. We look at stable diffusion 2 on the near horizon and GTP4 soon to follow. These developments will fuel quicker outputs; moving pictures; and generative gaming, interaction, and AR, which could become environmental and potentially shared. We still need curation and human intervention from an input and prompt standpoint, as well as on the back end to manipulate and harness what comes out. 

An expansion of Metaverse properties and use cases will come to define Web3 in the coming year. As these 3D worlds establish themselves, they still need big and bold brand experiences and interoperability with worlds like Roblox and Fortnite to gain users and scale. We will see an expansion of Metaverse commerce and fashion, along with pop culture events like concerts and festivals. Simply put, the Metaverse needs to become a must-be place for brands and users instead of one you dip a toe in and then pull out. It needs architects, creators, and game developers to all come together and create worthwhile, compelling cultural collisions. Once those worlds manifest and scale, the table is set for expansion of media and creators, leading to the stabilization and growth of a Metaverse economy. 

We will see continued expansion of NFT Original IP. Properties like Cool Cats, BAYC, Doodles, RTFKT, and Moonbirds have become multi million-dollar rocket ships that will continue to expand as NFT worlds. New drops will happen, but NFT success will largely come in  the form of Digital Collectibles with minimized or invisible Web3 wallets and custody. Look at Polygon as the premiere solution for brands to develop and scale their Web3 offerings, not through rewards programs and free drops instead of for-sale NFTs. This approach gives superfans and casual users alike access to new, exciting ventures within these brand ecosystems.

In the world of gaming, fueled by some advancements in Unreal Engine, we will see bespoke Metaverse experiences play out given the existence of Pixel Streaming, a technology that delivers high fidelity and real-time gaming across browser-based experiences. Single or shared user experiences can drive this cloud-driven game engine rendering, as we’ve seen in things like Ozone Universe or OnCyber – but with a level of fidelity that we have come to admire with Epic’s Unreal Engine 5. 

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?
Anomaly is great about investing in new areas to drive business growth and transformation for our clients. This year, I joined the agency in a global capacity to help shepherd our agency and brands into the nascent spaces of emerging technology. I focus largely on Web3, but, coming in, we knew this year would mark growth for generative AI, though not to the extent it ended up scaling. Our adaptive personality is not about optics or awards; it stems from an intention to truly change the way things get done and the benefit it can have on systems. 
Having spent 2022 installing developing processes, pipelines, and products, we have several tools that will help us navigate these nascent tech spaces together. One incubator called Classify aims at forging a strategic North Star for brands looking to govern their existence in Web3. Ideas, partnerships, and frameworks branch out from that North Star, guiding a crawl, walk, run process of creation.

Uncertainty and volatility marked 2022. So, more than ever, we need to build a foundation to govern what comes next, welcome processes and regulation, articulate determinations of risk, and align ourselves with the right builders and technologies. A lot of Anomaly’s moves in this past year set the table for progression, imbuing us with the confidence and expertise we need to guide the unknowns ahead.

What industry trends, developments or issues were most significant in 2022? 
Creative community over traditional agency model. We’re seeing a big shift where agencies transform into creative communities to attract and retain talent and clients alike. Positioning themselves as more of a strategic partner instead of just a creative one, and growing existing partnerships as an antidote to the pitch overload the industry is facing.

Rise of the Metaverse and the blurring reality between IRL and virtual. This is one of the central changes affecting the landscape of how people experience brands. Lines between the real world and virtual are fading at a rapid phase as brands experiment and stretch the limits of engagement, how they build their communities and evolve their “commerceverse.”

Diversity, diversity and diversity. This was the year of diversity in many ways. We see diversity being prioritized from the way the industry hires, promotes and talks, all the way to how brands are evolving their messaging by challenging ‘majority’ perceptions and what used to be the cultural norm. Seeing this happen on a regular basis gives us hope that a true change is taking place.

What is the most relevant business and/or creative lesson you learned in 2022 and how will you apply it to 2023?
Be it on the marketer or agency side, company culture eats everything else for breakfast.

As we are still 2D on screen most of the time, it becomes even more important how we keep our culture alive, recognize and shine a light on the good work and support when support is needed. When the element of in person interaction becomes that of a rare occasion we need to really put extra effort into the virtual one.

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?
As the landscape has experienced and is still experiencing the big transformations, people look for authenticity in brands. They want to know what’s behind the curtain and what are the true values, and can they identify with them. Creating real and humane connections has never been more important. It goes to consumer and brand relations as much as it goes to agency and client relations. Let’s just say we have our antennas up and they are sensitive.

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? 
After the hyper-evolution of the metaverse, spending frenzies, marketing blowouts of brands and the crypto crashes of 2022, predicting that 2023 will be a year where we go back to building meaningful connections and humane approaches. Community and unity will matter over everything, be it at the workplace or inside the brand communities, virtual or irl. Understanding our audiences and their movement will become more important so cultural and audience data, and how to utilize it will play a big role in 2023.

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 formulated even tighter integrated working models with our client partners where our teams work seamlessly together on the daily. Also we realized the traditional ways of hiring in the agency landscape are not bringing anything new to the game, so we started to look for talent within the client audiences and communities and hiring a bit differently. That has led to some groundbreaking hires and shaped the way we think about our own creative community.
In 2023 as cultural and audience understanding takes the spotlight, we will continue to lean into our core strategy of audience first brand building. Where we are wired into our audiences and their movement, and using those signals as a guide for the direction for growth.

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.

What industry trends, developments or issues were most significant in 2022? 
Liquid Death and Maximum Effort reminded people that advertising is an entertainment industry. We spend our days interrupting the things people would rather be doing so you better make it worth their time.

What is the most relevant business and/or creative lesson you learned in 2022 and how will you apply it to 2023?
You can’t overstate the value of great clients. Big names and budgets are fun, but it is the trust and bravery of the people you work with that leads to the best work. When looking at new business opportunities, pay more attention to the people in the room than the name on the RFP.

What industry trends, developments or issues were most significant in 2022? 
I think there’s a few industry trends we saw in 2022 that are worth noting. Firstly, we saw an even greater push from brands wanting to appeal to and connect with Gen Z. Sure, this is nothing new but, but this year in particular, the aim to be relevant and “get younger” with who brands are talking to, how they’re talking, and where, was seen across the board from Tik Tok challenges to unexpected brand crossovers and collabs.

Then there’s the influencer marketing phenomenon we’re seeing on TikTok. Where anyone and everyone has become an influencer and has the ability to make something “go viral.” In my opinion, this has totally changed the game. I spent more money this year on random skincare products just because a 21 year-old college student and total stranger made a 30-second Get Ready With Me video and I had to have whatever she was using. Countless influencers literally sold out workout sets, mom jeans, and cardigan sweaters from major retailers like H&M and Zara for simply posting a “haul” from their latest shopping excursion. They have a following. A following with money to spend on things like mascara and matching sweatsuits. That is power. And brands are only starting to figure out how to fully tap into it.

What are your goals or New Year’s resolution, creatively speaking or from a business standpoint, for your agency, company or department in 2023?
My New Year’s resolution for my creative department and agency is that I will keep pushing us to make good work that we’re proud of. Work that makes an impact for our clients. And ultimately makes an impact for people out in the 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 2023?
I think we started to see a slight resurgence of absurdist comedy in advertising and that will continue in the next year. We got so serious there for a while. And even though I can’t prove this, it’s maybe more of a manifestation? Fingers crossed.

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?
In 2022 our agency continued our remote work policy (established during the Pandemic) which allowed us to hire talent from all over––we have teams in LA, SF, Portland and NYC. And even though we work in many different time zones, we used this year to really try and figure out how to make it work and support everyone from afar. I think this flexibility will allow us to look outside of just the San Francisco talent pool and continue to hire strong creatives from all over in this next coming year.