KAGISO MUSI looks back on the lessons – big and small – we learned in 2020, and how they can help us navigate life and marketing this year.
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ast year, 2020, was a far cry from what we hoped for and expected. It was the year we toasted to ‘20-plenty’, but little did we anticipate that the plenty we were about to have was of a different kind. It was the year that brought us Tiger King and a US election that felt more like a farce. It was the year of accelerated poverty and increased gender-based violence, and definitely a year of many life lessons. It also spelled the beginning of a beautiful journey of self-discovery and building foundations for some, as well as birthing many a home chef and TikTok artist. Over and above the negative state of our economy from previous years, the unprecedented upheaval of the Covid-19 pandemic had serious social and economic effects for us both individually and collectively, setting us
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on a mental roller coaster of emotions, many of which were negative. It became necessary to rethink our goals in order to create and maintain hope, do away with feeling rudderless and the fear of the unknown, and enter 2021 focusing only on what was within our control. Lockdown was thrust upon us and we did not know what to expect, so we hurled ourselves into it without much of a plan. Now we have the opportunity to plan a little better. We have the advantage of experience and knowledge of what this
IT BECAME NECESSARY TO RETHINK OUR GOALS IN ORDER TO CREATE AND MAINTAIN HOPE, DO AWAY WITH FEELING RUDDERLESS AND THE FEAR OF THE UNKNOWN
RECONNECTING There was one very specific area the lockdown had a big impact on, and that was connections with family and friends. This has to do with how our humanity manifests in ourselves and at work. 2020 brought us back to us. We often throw around the word ‘ubuntu’, but generally don’t really live its core. Last year, however, was more ubuntu-esque – the calls to check in on people, making sure neighbours and strangers had food, drivethrough birthday celebrations, the deliberate smiles with our eyes at the shops, the virtual office awards, the funny (and embarrassing) moments during Zoom calls, virtual baby showers, the financial sacrifices many made to save many ships, and the very many intentional moments of happiness that were created.
THE LEVEL AT WHICH A BRAND PERFORMS HAS AN IMMEDIATE CONSEQUENCE FOR THE POTENTIAL TO RETAIN JOBS 2020 also reminded us of the value of our partnerships. We as an agency are proud that we have a literal open-door policy; every day is open day for our media owners. During lockdown, we lost good ground on the day-to-day interactions that had been built in the office where media owners could pop in without a meeting, just to have a chat. This resulted in media owners only engaging with us when they, or we, requested a meeting. Without the daily open-door interaction, media owners lost touch with our clients’ immediate needs and we lost touch with immediate updates on their innovations, ideas and them catching briefs ‘in the air’.
themediaonline.co.za
08.04.21 11:24
IMAGE: SUPPLIED
Leaning into 2021 with hope and eyes wide open
virus means when things get bad – hopefully giving us some room to anticipate and plan scenarios around ourselves and work.
