As focus shifts to productivity and efficiency, so should comms professionals
Icon Agency’s David Radestock explores how the communications industry could look to the technology industry for a way towards greater productivity and efficiency as rising costs squeeze client budgets.
The technology sector—and those of us who spend an inordinate amount of time talking about it—loves a buzzword.
“Innovation” was big before being sacrificed on the altar of Malcolm Turnbull’s premiership. “Digital transformation” had its day until almost every organisation transformed overnight. We’ve had “hybrid” (cloud; work) and “deploying” (solutions; capital), AI, AR, VR, MR, and the Metaverse.
