DAVID SUTHERLAND

As an industry, we have just been forced to all hit CTRL+ALT+DELETE and to really stop and think about the future like never before.

I would be lying if I said that I had not suffered any anxiety as a result of COVID-19 and the ensuing lockdowns. Afterall, I work in out-of-home (OOH) and have a young family. But early on I made a conscious effort to talk with as many people as I could to check in, see if they were ok and discuss the impacts they were facing. Did it help them? I think so. But selfishly, it has been crucial in helping me get through this bizarre moment in history.

From a professional perspective, OOH has been on an amazing trajectory for my 13+ years in the industry. So as Australia bunkered down, it has been a big shock to the industry’s system as we haven’t been able to talk of growing audiences and how technology and data is making us more relevant. It is fair to say that as an industry, we have just been forced to all hit CTRL+ALT+DELETE and to really stop and think about the future like never before.

What I find encouraging is that we have all proven that we can continue to operate away from the office.

From a personal view, whilst I consider myself quite mentally strong, my resolve has been tested and this period has had a profound impact on myself and my family. Having witnessed the absolute worst of COVID and it destroying lives, I have found myself really trying to seek out positives and how I can better apply them to my family. For me, the COVID-19 period has been a time for taking stock, identifying what is working and implementing adjustments across both my personal and professional life for a more fulfilling outcome. I have a newfound appreciation for many things in my life, in particular my wife and kids, but also childcare and healthcare workers for all that they do, 24/7. Like many, I have witnessed positives in both my family and others that have fundamentally changed the home and relationships for the better. I hope we do not forget these lessons when we come out the other side.

DAVID SUTHERLAND

GENERAL MANAGER - PRODUCT AT QMS MEDIA