AUCKLAND, Sunday: Four eminent agency types have put their heads together – with Weekend Herald ad writer Damien Venuto – to peer with their unique insights into the future of the adbiz, post-Lockdown.
Amidst widespread reductions in adspend, Colenso BBDO MD Scott Coldham, Lassoo MD John Baker, TBWA ceo Catherine Harris, and FCB Paul Shale all still (cautiously!) found solid reasons to be quite optimistic about the future of the ad/media biz in Aotearoa.
“Normally, when you lose a piece of business, there was a time frame attached to it,” Coldham told Venuto.
“But with the Lockdown, this didn’t end.
“Smart agencies will come out of this maybe a bit leaner and with a different perspective on the world – and I think there’s a silver lining to all this.”
“Smart agencies will come out of this maybe a bit leaner and with a different perspective on the world – and I think there’s a silver lining to all this.”
John Baker, MD at Auckland indie media shop Lassoo said: “The medium-term outlook still looks soft, despite pockets of what might be called short-term buoyancy.”
And TBWA ceo Catherine Harris: “As is often the case with hyperbolic analysis – the truth probably lies somewhere in between.”
FCB’s Paul Shale told Venuto he believed Covid had simply accelerated trends that were already apparent in the background.
“Agency consolidation may occur … and we’ll see more freelancers, collaborators and small specialists.”
- Read the full Venuto story here
- View the video
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