Year-ender 2022: Work-life balance is difficult when you’re part of an industry that prioritises hustle culture - Joono Simon
Campaign India ends the year by asking the industry what they don't want to see next year, the most-used jargon, the best piece of work from 2022, how they maintained a work-life balance, and more...
Like every year, Campaign India is celebrating the last month of the year by engaging with industry leaders and asking them about the year gone by.
This is what Joono Simon, CEO and chief creative officer, Brave New World, had to say:
What do you not want to see in advertising next year?
I would say, WFH. I believe nothing substantial or meaningful has ever been created in marketing without sitting with people, motivating them, sharing thoughts and ideas. If you want to grow something at scale, you’ve got to spend your time in the sun.
Your favourite ad campaign from 2022?
A campaign for UK charity Women’s Aid by advertising agency House 337 that twists the "It's coming home" chant of notoriously violent English soccer fans to chilling effect. It’s brutally simple and literally drives home the message in the most powerful way.
A learning from this year?
2022 was a good time for the advertising industry to remember what the father of capitalism Adam Smith said, ‘It is not from the benevolence of the butcher, the brewer, or the baker that we expect our dinner, but from their regard to their own interest'.
Capitalism is self-serving by nature and by application, marketing companies are even more so. The idea of value is different for different people and one has to either find partners who find value in what you offer or reconfigure your value model to what people are looking for.
The overused marketing jargon of 2022?
That would have to be ‘digital transformation.’ Most people who throw around this term so loosely often don’t understand what it takes to go digital or what it takes to transform something.
Were you able to maintain your work-life balance this year? If yes, how? If not, how do you plan to correct it next year?
Work-life balance is easier said than done when you’re part of an industry that seems to prioritise hustle culture and unreasonable turn around times. The goal will be to work like a lion. ‘Hunt-rest-repeat.’
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