A WORD FROM ANDY VINER GLOBAL HEAD OF MEDIA AND ENTERTAINMENT
If ‘uncertainty’ was last year’s term of choice for pundits, the run of events in the first half of this year have seen it replaced by ‘unprecedented’. Certainly, unfolding economic fallout from the COVID-19 pandemic appears to fit the bill. This year has posed immense difficulties, and the unhappy truth is that there are more challenges ahead. After all, let’s not forget the upcoming conclusion to the long-running Brexit drama that has all but been forgotten in some quarters amidst serious health concerns. However, these times can also bring surprising opportunities. We have already seen the beginning of a significant transformation. The pandemic and subsequent lockdowns across the world have heightened the need to adapt to new realities and accelerated pre-existing trends of introducing technological solutions, increasing efficiency, and modifying delivery. The lasting impact on consumer behaviour could also be profound, but the form of this change will take time to realise. On the route to recovery, some basic assumptions will need to be re-examined but companies with access to good behavioural data, analytic capabilities and a little foresight will be well placed to take advantage of this large-scale, real-time experiment.
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