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.
While there is no election, 2016 is still a busy year, with issues such as HFSS marketing and Brexit directly impacting adland.
The industry should strive to make the year ahead one of inclusivity - both in terms of how we work and who we work with, Sally Campbell writes.
Agencies can take great leaps forward by channelling the entrepreneurial spirit of the planning pioneers and challenging the status quo, Andy Nairn says.
There is much to look forward to over the next 12 months, but the spectre of a Channel 4 sell-off is hanging over the medium, Richard Oliver writes.
With people tuning in and brands keen to reach them, radio is well-placed to improve its share of adspend. Phil Hall explains what steps it must now take.
The stage is set for a transformative year, thanks to significant investment, the Smart Cities initiative and robust audience data.
Supported by a marketing body for the first time, the industry will be focusing on new distribution models and revenue streams.
Improving the consumer experience is top of the agenda - enhanced by innovations from virtual reality to 'madtech', Nick Shay writes.
Frustrated with the status quo, expect more agencies to follow the lead of R/GA by taking risks and experimenting, Al MacCuish writes.
Apps will become more integrated, while location marketing and virtual reality offer opportunities for brands, James Connelly predicts.
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.
The social network celebrates its latest birthday this week, and there is no sign that its dominance will dwindle any time soon, writes Daniel Price, head of social operations at Lost Boys.
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