UK January 19

For many media unions, the latest battleground is not the fight for wage increases or promotions: It’s the return to in-person work. All of this has been exacerbated by the recent wave of COVID-19 infections spurred by the omicron variant. Read more below.

• Media unions demand management come to the bargaining table over RTO plans and are fighting back against office return mandates and dates.
• This week’s Digiday+ Future of TV Briefing looks at the definition of a household dilemma that complicates the industry’s measurement makeover and includes a video skit to illustrate the situation.
• Media optimization has compensated for lackluster creativity online for years. Some advertisers worry that’s increasingly not possible.
• Publishers with diversified businesses are less optimistic about ads growth than those focused purely on advertising. More in this Digiday+ research.
• After going viral on TikTok last year, drink startup Poppi has leveraged influencers to maintain its presence on the short form video app.

From our sister site, WorkLife:

• Brainwaves are affected by hybrid learning. Employers should take note in re-designing offices and working setups.
• More and more job listings are requiring vaccinations as part of the conditions for employment.