What do you expect from the new year – both when it comes to the communication industry and in general?
Thomas Hartvig, Director and Partner:
-Specifically in relation to campaigns, I think that in the future they will become more coherent – more integrated. Companies are getting better at thinking about them across both the internal and the external – and it's becoming more digital on all fronts. Our customers have more courage on digital efforts and on thinking strategically communicatively at a higher level than 'just' marketing the product.
Bo Falsig, CEO and partner:
-Yes, online is obviously going to get an even bigger kick than everyone was forced to give it last year. Although hopefully we will get a handle on corona. And I also think that more people will realize that it will be crucial to be present on social platforms other than Facebook and Google in order to be able to act more independently in the future. So I think we will have plenty to do with everything we focused on in 2020, namely strategic, creative and digital advice on health and sustainability.
Camille Aulkær Andersen, Head of Kompas Healthcare and partner:
I agree with you. And we will see that sustainability gets a real grip and will shape EVERYTHING. Even Google has gone green a long time ago, and many other companies are really beginning to understand that this is the way it goes – and not least that this is where the money lies. Hopefully, we will also see that both businesses and consumers are beginning to understand the breadth of sustainability. That the agenda is not 'just' about CO2 and climate. But that it also includes e.g. equality, equal access to health and good fruitful cooperation. Everything that allows production and consumption to continue and balance without sinking itself. But I guess we have a big task ahead of us in communicating just that breadth and advising even more on how each company can work with sustainability in its own version.
Do you expect any particular challenges?
- Yes and no. I believe that the public/private collaborations that we – despite some tremendous sword battles – have seen play out and function here during the pandemic will pave the way for more of the same drawer. The public sector can benefit from inviting the private sector much more inside, and the private sector must realise that they need to fire at a higher level, less product-oriented – more agenda-oriented and problem-oriented, e.g. through public collaborations. The two sides must become better at helping and learning from each other. It will continue to be a challenge in the years to come.
-And then I think there will be some (more) bumps on the road in relation to health data. The more health communications are made and the more data we collect, the more important it is that Danes can be confident that nothing is abused. Therefore, it becomes even more important that we have control over ENLI rules and GDPR rules.
What are you predicting to be the most surprising thing this year?
"I think this will be the year when more customers discover that sales and marketing are very closely linked, and digital media purchases should always be done in close cooperation with all the other communication," says Bo.
-I also think there will be a different view of the pharmaceutical companies. Suddenly, antibodies, phase III and RNA have become words, all people know what means. There will be a more tolerant attitude to what it takes to develop medicines and vaccines. Perhaps it will even result in less vaccine scepticism in the long term.
-I am also convinced that we will see an increased empathy in society in general. Great crises and wars bring people together – and the selfishness that has probably characterised us, who have never experienced a war or other humanitarian crises, we have had to put aside the pandemic. It's unhinged to have to set yourself aside, but it's also healthy. And it's good to be reminded that we have to take care of each other. Hopefully this reminder will hang on for some years and perhaps have a positive impact on, for example, our health care, the way we think about care and prevention – and hopefully also on our prioritisation of the climate.
What did you learn from corona?
-That we are strong when we focus more on collaboration rather than individual performance.
-In relation to doing business, it has clearly also taught us that we can work more flexibly. That homework can work. And then it taught us how infinitely much the social means – both in terms of customers and employees. How much it means to talk about what is NOT work, to call and talk to people rather than email. And that our employees are incredibly skilled, enduring and missing when sitting at home.
-In a way, we learned to be more efficient in a good way. For example, we have slimmed down our time registration administration to make it easier for employees. We will spend our time on customers, not pseudo-administration.
So... is something good coming out of corona anyway?
Yes, I'm sure. And both customers and especially employees will notice this year.