Marketers' predictions 2016: AMV BBDO's Cilla Snowball on putting a premium on human insights
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Marketers' predictions 2016: AMV BBDO's Cilla Snowball on putting a premium on human insights

Group chief executive and group chairman of AMV BBDO - and Creative Excellence Winner (Sainsbury's) of Marketing's New Thinking Awards - Cilla Snowball predicts that...

As the world gets more fragmented, specialised and complicated, there will be a premium on our expertise and capacity to simplify. As it changes at speed, there will be a premium on adaptability, resourcefulness and agility.

As tech provides myriad innovation opportunities, there will be a premium on the human insights with which we drive these innovations. As communications become programmatic and micro-personalised, there’ll be a premium on ideas that pull the strands together and experts who can build those ideas collaboratively and profitably.

There will be a premium on brand/consumer and agency/client relationships. The winning brands will understand their customers better than everyone else, make life simpler and demonstrate the humanity, transparency and responsibility required to build brand purpose and trust.

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