fbpx

Home » Could 2021 Be a Year of Opportunity, Renewed Purpose and Reinvigoration?

Capitol Communicator has a report by Cary Hatch, CEO, MDB Communications, that 2021 could be a year that features igniting a diverse talent base for the communications industry.

Could 2021 Be a Year of Opportunity, Renewed Purpose and Reinvigoration?

by | Nov 30, 2020

By Cary Hatch, CEO, MDB Communications

The 2020 drumbeat of disruption is hopefully behind us now. It appears that the coming year could very well be one of opportunity, brand purpose and igniting a diverse talent base for an entire industry dedicated to topline economic brand growth.

As we begin to assess the 2021 advertising economy, client/agency relationships, procurement, media partnerships, brand loyalty, “in-housing”, agency organizations, inclusion and equality, and more, we may be on the brink of an even healthier outlook than previously imagined.

The requisite learnings coming out of an anxious nine-month pandemic are many. The tough lessons and essential importance of consumer trust, brand and agency operational resilience, ingenuity, and “scrappy” entrepreneurial spirit apply to client, agency and media organizations of all sizes.

As we look to 2021:

-There has been a fundamental shift in the mindset from performance marketing to purpose marketing that has been passionately embraced and revealed in numerous recent global studies.  Brands are asking “How do we recover?” What is the messaging that’s important to top line growth and relevant to consumers going forward? Finding that balance of empathy and utility as we find a path that transitions to this next period is delicate. Our charge is to contemplate, every day and in every way what do I want to be remembered for during this pandemic.

– The advertising industry’s standing has improved in the minds of consumers during this period. Advertising now ranks above news. Continuing to support that earned shift and the positive equity we’ve created will likely provide access to future consumer purchasing power and accelerate a recovery as long as we continue to create trustworthy and useful messaging.

-Organizational resilience remains the predicate for future success. This is a crazy business – it has always been that way – but, because of the duration and continuing uncertainly, it’s even more true now. The undeniable resourcefulness of agencies, brands, production companies, media partners and talent support my optimistic outlook. We have necessarily become even more scrappy and agile in pivoting to devise new solutions to “make this work” for everyone. Examples include the streamlining of the creative and production processes while keeping the workforce safe. The speed, efficiency, collaboration and ingenuity of resourcing has helped our industry survive – but it’s also the roadmap for future success.

-The unbridled advantage of a distributed workforce opens the geographic possibilities of more diverse, inclusive, and talented teams. The benefits of our expanded team of data scientists, content providers and social media strategists is just one example of this new paradigm.

Every one of us has been put to the test – some more than others – but several  constants remain true: Our innovative response to chaos has continuously been a hallmark of advertising leaders through the decades, creativity thrives in chaos, ingenuity and grit are not optional, and optimism is mandatory.

MDB is a Capitol Communicator sponsor.

 

About the Author

MDB Communications

Sponsor: MDB Communications is a full-service, media-neutral agency that's powered by experienced leaders and innovators. As an independent agency with the drive and determination to help our clients succeed, we're also able to chart our own course for success and make decisions that are always in our clients' best interests. From brand development to media planning, creative execution to public relations, we deliver solid thinking, airtight strategy, messaging that motivates and the metrics to prove it. MDB top executives carry demonstrable credentials shaping strategy, positioning and creative for major brands. Clients such as Sprint, the American Bankers Association, National Geographic, Destination DC, DC Lottery, Fannie Mae, the United States Mint, and the International Spy Museum have discovered that MDB delivers a solid return on their investment.

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

Sponsors

Brand Creep

No more writer’s block

SEARCH FOR ADVERTISING, MARKETING & PR AGENCIES, PROFESSIONALS AND SERVICES

Find out more  Powered by COMMUNICATIONSMATCHTM

REGISTER.
CHOOSE AN AGENCY OR INDIVIDUAL DIRECTORY OR COMPREHENSIVE PROFILE PLAN.

Find out more  Powered by COMMUNICATIONSMATCHTM

REGISTER.CHOOSE AGENCY SELECT
TO REQUEST MORE INFORMATION & STREAMLINE RFPs

Find out more  Powered by COMMUNICATIONSMATCHTM

CAPITOL COMMUNICATOR CAREER CENTER SEARCH RESULTS (JOBS IN MULTIPLE LOCATIONS)

MEDIA KIT

Recent Comments

Categories

Events

 

SUBSCRIBE