AdNews asked industry leaders their perspective on the year that was and the prospects for the road ahead:
What has COVID done to the industry?
COVID has been an accelerator for the industry, both in a positive sense and a ‘learning’ sense. Poor cultures have been unearthed, poor leadership has been found out and only companies with a forward-facing, modern communications business, will thrive as they were always ready for the future, no matter how fast it arrived. In the US the e-commerce penetration in Q2 this year grew five years in three months. The market is shifting faster than before and agencies who are not looking at this will be left behind. Our industry will see some of the ‘old names’ die out as they cannot keep up with the change, and now it’s probably too late.