We asked some of marketing's leading thinkers for their predictions of what the next 12 months have in store, from 'apps with eyes and ears' to a resurgence in ethical shopping.
Proof that some agencies can sell turkeys all year round came in the form of St Luke’s ’full speed ahead’ campaign for The Express, in which an energetic editor and her staff ran around the office in a mock editorial conference. Campaign staff debated whether ’full speed ahead’ was worse than J. Walter Thompson’s debut spot for Smirnoff Red or CDP’s bewildering ’Swindon’ campaign for Honda. In the end, though, The Express won it.
More than a channel operating in isolation, mobile is everywhere, influencing our entire lives. Now brands must exploit the blank canvas before them, James Kirkham writes.
Today's news and entertainment brands collaborate, utilise user data, find new revenue streams and create bespoke content in this convergent media landscape. By Zoe Bale.
As the requirement for digital content continues to grow, production companies must now sign up directors who understand the needs of online audiences, Tim Mellors thinks.
The latest IPA figures show that the gender gap in advertising is narrowing. But we still have a long way to go, and here's what we can do as an industry to help, Lindsey Clay writes.
Tech developments are racing ahead, but 2015 should be the year that brands look to innovate themselves and build a transparent relationship with their customers, Alex Matthews writes.
An unquenchable thirst for fresh and deep insight will be in the DNA of those marketers successfully able to navigate a tumultuous 2015 for businesses, Mark Evans writes.
Technology innovations reached their tipping points in 2014 -- get ready for a wild ride
Advertising in 2015 will remain preoccupied with real-time marketing and big data, but those who can apply true creativity to these disciplines will succeed. By Russell Ramsey.
Why advertisers are better than movie-makers at using storytelling tools
From tearing down agency silos to trusting our hunches more, 2015 is the year when we must radically change the way we work to drive strategy forward. By Craig Mawdsley.
Adspend is set to rise amid a recovering economy, and TV will remain the key medium as research proves its power and more robust metrics are developed, Chris Allen writes.
Wolf & Wilhelmine's founder hopes for a more colorful, messy, nurturing and empowered 2015
"The woman who does not require validation from anyone is the most feared individual on the planet." And she's ready to rock 2015
Isobar's director of mobile and strategy predicts big things for small devices
Droga5's executive creative director prepares a creativity wishlist with more fun and no mo' FOMO
Roisin Donnelly says a focus on insight, innovation and integrity can help the marketing industry enjoy another great year amid adversity.
Danny Barnes believes cinema will continue to up its game in 2013, making it the place to be for both brands and consumers.
Russell Marsh argues that 'big data' is not the new phenomenon that many had assumed. The companies that succeed, he suggests, will be those that automate their data to create unique experiences.
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