2021 State of the Nation: Marketing and Advertising

*Note: Your responses will be kept strictly confidential. The information will be used for Strategy editorial purposes only and will not be shared with any third party.

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* 1. I work for a:

Brand

Creative agency

PR agency

Digital agency

Design shop

Production house

Other (please specify)

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* 2. Have your working hours increased since you began working from home in March 2020?

Yes

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* 3. If yes, by how much:

Under 10%

10-20%

20-30%

30%+

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* 4. Have you relocated as a result of the pandemic?

Yes

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* 5. If yes, will you have a further commute when/if your company returns to the office?

Yes

N/A

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* 6. What working arrangement would you prefer your company adopt post-pandemic?

Complete return to the office

Permanent remote work policy

Flexible hybrid (both in-person and remote)

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* 7. If you chose flexible hybrid, how many week days would you prefer to be at the office?

N/A

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* 8. Are you considering changing careers as a result of the last year (having found inspiration/motivation to explore other options or spent time upskilling in another field)?

Yes

Maybe

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* 9. Has senior leadership adapted their communication, ways to inspire or educate, etc. over the last year?

Yes

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* 10. If yes, how?

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* 11. What new tools, meetings, processes and systems have helped facilitate effective remote communication?

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* 12. Has the quality of your team's output suffered as a result of working from home (where there are fewer opportunities for collaboration and/or direct communication)?

Yes

Somewhat

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* 13. What is the biggest personal challenge you've faced over the last year of working from home?

Isolation and lack of social interactions

Struggling to establish a work routine

Cabin fever; feeling stuck in your immediate space

Child-rearing while working from home; feeling guilty for not being "present"

Integrating into a company culture (if hired during the pandemic)

Physical health challenges (being inactive, eating poorly, improper ergonomics)

Mental health challenges (stress, anxiety, depression)

Other (please specify)

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* 14. What is biggest benefit of working from home for you?

Improved work-life balance; more time for family

Saving money

Time saved from no daily commute to the office

Reducing my carbon footprint

More effective team meetings

Increased productivity

Better overall employee health and satisfaction

Other (please specify)

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* 15. BRAND RESPONSES ONLY: What is your biggest concern/challenge for your brand/business in 2021?

Small or shrinking budgets

Responding to the shift to e-commerce

Establishing/communicating brand purpose

Balancing brand-building and performance marketing

Maintaining consumer connections while physically distanced

Creating effective advertising in a cookie-less world

Addressing diversity gaps within the workplace

Solving consumer problems/creating value

N/A

Other (please specify)

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* 16. BRAND RESPONSES ONLY: How do you see the economy impacting the industry/your business?

The advertising market will become less competitive

Increased pressure on marketing to prove expenditures

Demand will suffer as consumers cut spending

Consumer financial constraints will further decrease spend

Shifting dollars from TV, print and radio to digital

Another wave of digital disruptors will challenge traditional brands

Other (please specify)