DARREN HUGHES
Managing Director MediaConsult
Relevancy and innovation were the two watchwords during 2020, with any client displaying both attributes reaping the rewards in their sector. In property, Youbid had a stellar first year with its online auction platform. Educational clients such as Accounting Technicians Ireland immediately concentrated on virtual learning.
Clients who made it easier for people to save money online, such as WeSwitchu.ie in the electricity space, and mortgage platform doddl.ie, were to the fore in their sectors.
Blue-chip investment sectors, represented by Gormleys Fine Art and Core Bullion, facilitated online purchasing. Clients in the food sector, such as Clarke's Fine Foods and John West, also had strong years.
Remote working has been a huge positive, increasing communication and collaboration, and cutting down on travel time. Remote working as a choice should be here to stay, but discipline is needed. Calls should be limited and not expand to fill hour-long spaces in diaries.
We specialise in matching sectoral experts with appropriate media, and this area has grown due to the need for guidance through the Covid-19 crisis. Sectors that are performing well, such as property, food, art and investments, are hoping to keep the impetus going and capitalise on increased savings levels.
There is a pent-up demand in hospitality to provide luxury options for people when they can travel, and clients in the green sector are experiencing consistent returns on investment with their public messaging.
‘Remoteworkingshouldbehere to stay,butdisciplineisneeded’
Much like our clients, we adapted quickly to Zoom, MS Teams and suchlike, which worked very well. For me though, these remain a distant second to a coffee and a warm handshake. Flexibility and remote working are doubtless here to stay, but for staff development, collegiality and creativity, I feel office-based working remains an essential requirement. I expect we will see a hybrid work approach by most organisations.
Due to the cancellation of live events, virtual events and stakeholder engagements have become much more affordable and accessible. That will present interesting opportunities agency-wide, and especially for our public consultation and information practice areas.
I think that clients’ outlook at end 2020 was much more upbeat. Then January 2021 happened. I think there is still optimism but also an element of having to hunker down until mid-year, not so much driven by budgets as the continuing constraints of Covid.
‘Clients’outlookwasupbeat. ThenJanuary2021happened’