Beyond 2020: What EOY Lists Tell Us for Years to Come

This has been a year!

And while in many ways it’s been one that people are eager to forget and move on (and grow) from, it too has provided important lessons to brands. This has been especially evident as I’ve watched year-end lists and recaps come out over the past few days. So, having looked at quite a few myself, I’m compiling my favorites, and throwing our hat into the ring with some reflections on the past year and its impact—and how I was proud to watch the Monks show up.

 COVID Accelerated Transformation

Of course, much of 2020 was defined by the pandemic and the critical role it played in digital transformation across industries. For a quick look at COVID-19’s impact on ad land, just have a look at Campaign’s most-read features of 2020—each of which speaks directly or indirectly to challenges faced by brands and agencies alike since the pandemic broke out. At number three on the list is an interview with our own Sir Martin Sorrell, Founder and Executive Chairman of S4Capital, in which he called the pandemic a “burning platform for digital acceleration.” 

That was in April. Fast forward to December, and many brands have been able to achieve quicker transformation at speed than in the decade before. Early in the pandemic, virtual events offered an opportunity to quickly pivot existing plans of in-person experiences into safe, digital ones—and since then, we’ve been able to help brands make such experiences more accessible and inclusive to audiences who may not have ever been able to participate with them physically, a benefit of digital that will likely continue once large gatherings return.

The loss of in-person events is far from ideal, of course. But it’s been rewarding to find clever ways to show up and extend events beyond what was once a limited audience. And we also saw organizations and events that would have otherwise suffered to reach new audiences, like BRIC’s Celebrate Brooklyn! Festival—a cherished but hyper-local event that we were able to take to the global stage.

Brands Must Virtualize at Speed and Scale 

Virtual events are great—but they’re also just an initial step within the larger imperative for brands to virtualize, according to Forrester research commissioned by MediaMonks on the next phase of digital transformation. Both in response to the pandemic and beyond, it’s time for brands to build distinct digital environments that deliver on brand promise.

So, we’re delighted that The Queen and the Crown, a virtual costume exhibit we made in collaboration with Netflix and the Brooklyn Museum, made Adweek’s list of takeaways from brands that adapted to crisis in 2020. “Pre-pandemic, choosing an ideal venue was key to ensuring an impactful brand activation,” writes Adweek. “While most people couldn’t visit their favorite institutions this year, brands found creative ways to digitally bring the venues to fans.”

Our digital venue makes an impossible experience a reality—the physical costumes would be too delicate to display in the real Beaux-Arts Court in Brooklyn Museum, which is virtualized in the immersive digital exhibit. Atmospheric sounds like footsteps and meditative music convey the vibe of having one of the museum’s most beautiful spaces all to yourself. Bringing the costumes of Netflix original series “The Crown” and “The Queen’s Gambit” to life in a unique way, the exhibit gets at the heart of what we mean when we talk about virtualization.

Beyond Shiny Awards, 2020 Became About Driving Impact

Despite the challenges and stressors of the past year, I’m most proud of our people whose creativity and ingenuity gave us a lot to celebrate. In the 2020 International Webby Winner Index, MediaMonks ranked at the top of “The Best of the Netherlands” for the third year in a row with three wins, two nominees and three honorees. The Index notes that “Dutch creative shops lead mobile experiences honored at The Webby Awards. From Studio Dumbar to DPDK’s Nike Reactor in the 23rd Annual Webby Awards, creative teams in The Netherlands are crafting unique, experimental digital experiences”—and we’re at the top for the region.

Among some of our most award-winning work (including the Webbys) is Spacebuzz. Spacebuzz is a virtual reality experience that takes students on a journey into Earth’s orbit, letting them experience the “overview effect” that changes your perspective on the world forever—showcasing the transformative power of technology in an educational environment.

This level of impact is what really defines award-winning work, according to Wesley ter Haar, MediaMonks Founder, who also serves on the Cannes Titanium Lions Jury. “Famous work doesn’t always move the needle, so while good ideas are great, the scale of those ideas and the way you commit to them define what truly wins and makes real cultural impact,” he says. In a year where brands have been expected to show up to support audiences in meaningful ways, it’s a good thing to remember.

We Kept Up Our Momentum—And Will Continue into 2021

Despite a historically challenging year, we’ve been fortunate to continue growing without skipping a beat. We—alongside Circus and Firewood—made the Adweek 100: Fastest Growing feature based on growth from previous years. And through the unitary structure that aligns each of our teams, we’ve been able to tackle a couple of “whopper” deals, from powering the BMW & MINI marketing engine to satisfying cravings around the world with Mondelēz.

And that momentum hasn’t let up. In The Drum’s reflection on notable mergers and acquisitions this year, they gave S4Capital a shout-out: “Announcing its first pre-tax profits in November, it’s certainly a group with momentum and remains stock market stardust,” they write. “Its more recent deals have been bolt-ons for the existing core S4C businesses rather than new platforms; but with bold plans it may not be long before we see the next platform deal.”

So, what does 2021 have in store for brands—or for us? I don’t have a crystal ball; and although Wesley may, it is highly likely that beyond the pandemic’s influence, the need for impactful, culturally resonant creative and virtualized experiences that bridge together offline and online will remain. The brands that are best equipped to provide both are on the path to winning the decade—and we’ll be with them every step of the way.