What trends, developments or issues would you point to thus far in 2022 as being most significant, perhaps carrying implications for the rest of this year and beyond?
How we are deciding to use our office space now that we are moving out of the pandemic and into what is going to end up being the “norm,” defining what that is for each of us and how that works, is what we are focusing a lot of our attention towards. That topic feels significant and is probably going to carry through the rest of the year and future. How we are defining the workspace and how this impacts beyond our walls and carries over into our cities and home bases, society and the arts. it’s all connected and is going to have a lasting impact that we need to collectively consider.
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?
It’s all been a call for awareness, empathy and hopefully action. We need to create workspaces and forces that are representative of the world we live in. As a company, we are fortunate to be in a position that provides opportunities and mentorship to the voices and talent that are coming up in our business and it’s not a responsibility we take for granted or lightly. We want to make sure those voices are diverse and help continue to bring new perspectives and creative eyes to our industry.
What work (advertising, entertainment, documentary) -- your own or others--struck a responsive chord with you this year and why?
I thought that “The Lost Class” campaign from Leo Burnett and Change the Ref really struck a chord with me. In the midst of this climate of all the mass shootings and dialogue over gun law reform, I thought everything about it was done really well. Especially being a parent myself, it was really powerful and well-executed.
While gazing into the crystal ball is a tricky proposition, we nonetheless ask you for any forecast you have relative to content creation and/or the creative and/or business climate for the second half of 2022 and beyond.
Brands are going to need to either take a stand or articulate what some of these political changes mean for their brand and their customers. I hope we see a lot of clear and powerful meaningful messaging that helps us unite to take and drive a more unified action to affect change. Advertising is a very powerful medium, and I hope its platform and reach will not be underestimated. It’s been a very robust year so far and, I can only imagine moving into the fall and beyond, it will continue to be an impactful one. I am looking forward to seeing the work that comes out of some of the feelings we are having as a society, nation and globe.
Has the first half of 2022 caused you to redefine or fine tune the goals of your company, division, studio or network--and if so, in what way(s)?
Even though we are embracing the hybrid model, we have made the decision to expand our footprint with a larger office space. We feel that the physical space is such an important reflection of the work that we do onscreen; it sets the tone for our approach and communicates an exacting level of aesthetic consideration.
Our company has grown during the pandemic and, as a result, we are creating an expanded workspace that is inviting and comfortable for our team and collaborators. We are fully committed to nurturing our talent’s growth and feel it is most effective when organic conversations and learning can happen face to face. As working practices evolve, we remain committed to offering a welcoming home for our work.