The expectation is that agencies and brands will be more selective and choose partners according to the efforts made by both sides.
Remote work, sustainability and the metaverse. These are some of the trends pointed out for the year 2022 in the Look Ahead, 4A’s (American Association of Advertising Agencies) report. The expectation is that agencies and brands will be more selective and choose partners according to the efforts made by both sides in issues related to environmental protection.
In terms of the future of work, the study shows that the areas most in demand this year by agencies are related to operating models, culture, remote work policies and more efficient ways of hiring and retaining talent.
The report guides agency leaders to plan a restructuring of existing workstations in their facilities in order to relocate them in more flexible environments equipped with technologies capable of ensuring that customers and partners remain connected even at a distance.
getting real
The recommendations left in Look Ahead call the market to reflection. THE
Reality now requires the advertising industry to take into account the cultural context of society in order to reorganize its human capital, which is the most valuable in this type of business. How people get to their workplaces, where they stay and what they think about working relationships will increasingly matter going forward.
Coming into the second year of the Covid-19 pandemic, the study finds that remote work is an evolving model. The trend is for a smaller volume of people to return to offices.
THE Look Ahead turns the market’s attention to the metaverse as well. Agencies should enter the year looking to understand how advertising will fit in and work to deliver immersive and engaging experiences in this environment. No wonder, at the end of last year, Facebook created a holding company called Meta, anticipating moves that should establish new ways of connecting brands to consumers.
