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Niche Marketing Group’s April Rose wins $1,000 from Mumbrella’s State of the Industry survey

April Rose, a senior PR and social account manager at Niche Marketing Group, has been awarded the $1,000 prize for completing the Mumbrella State of the Industry survey.

Rose moved to Australia four years ago and has put the money towards a weekend of shark diving in Port Lincoln. 

The findings of the survey will be presented on 6 December

The Mumbrella State of the Industry survey took the pulse of the media, marketing and advertising industry and sought to discover what unseen threats may be around the corner.

Over 1,700 people in the industry filled out the survey, and were asked “What do you think is going to be the next big thing or gamechanger in the media and/or marketing industry?” to go into the running for the $1,000 prize.

Many responses focused on artificial intelligence, virtual reality and the role of voice, however Rose’s response looked outside the industry.

The economy. If Australia experiences a major economic downturn then the entire industry will be turned into a fight for survival,” she predicted in her response. 

Speaking to Mumbrella after her win, Rose said it was her personal experience which informed her answer.

“I graduated in 2010 which was the height of the GFC in the UK,” she said. “Not only had the crash of 2008 happened, but its impact had had time to settle into a quagmire that even experienced professionals were struggling to survive.

“Shortly into my career, I vividly remember watching 25% of my co-workers at a mid-sized agency be made redundant in one go.”

She’s seen it before, she said, and we could be seeing it again.

“Over the past year or so, the Australian media has reported several big brands entering administration, large consumer debts, and now the housing downturn – these are all classic recessional ‘red flags’. And they weren’t cause by AI.”

Next, according to Rose, the fight for survival – and race to the bottom – begins.

“It’s common knowledge that marketing is one of the first areas to go when budgets are cut. This is across the board, and neither in-house positions nor agency positions are safe. Even individual departments come under intense scrutiny.

“Why are the design team taking to long to finalise a single artwork? Why can’t you tell me where my programmatic ads have gone? Why is a social media so expensive when a 16-year-old can share a post? How many direct sales did this PR campaign generate? The questions we laugh off on a regular basis can quickly develop a cut-throat edge.

“On to of this, pitches can become a real race to the bottom and companies tend to show a strong reluctance to take any creative ‘risks’, and there is less investment in any new technologies.”

The State of the Industry research findings will be presented ahead of the Mumbrella Next Awards on Thursday 6 December, as part of Mumbrella’s 10th birthday celebrations. Tickets to the event can be purchased here. 

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