So many people in our converging industries seem to be super charged for 2019, which by their accounts (and I would agree) is partly due to a turbulent and testy 2018. A collective sigh of relief has been expelled as last year drifts away and we look ahead to which rollercoaster we might jump on next.
I have a few things I’m expecting. To be on trend let me state, these are not ‘predictions’ given no one wants to use that word anymore, so let’s roll with ‘anticipations of trends’ based on how last year played out (in my point of view). Here goes:
- Brands will campaign for more. We will see a demonstrable shift from creative campaign ideas being enough to satisfy client briefs to demands for business ideas built to live (not die) that address the transformation trinity; brand, business and consumer (not necessarily in that order). The knock on effect to this shift will result in a more rigorous creative shake up within departments that will force blinkers off and digital diversity to the centre.
- An uprising will create groundswell. A growing breed of agency-to-consultant (and reverse) hybrids will start to rise and break the Accenture / Deloitte 90 page approach to ‘agile’ and instead take an ‘in the trenches’ approach to change. This in turn will see lofty vague strategies start to (finally) become a thing of the past.
- Diversity will drive money. More diverse revenue streams will be required to see agencies and consultancies through this year into the coming ones if they are to sustain or grow. Long gone are the 70:20:10 rules for income. A spread of hub and spoke approaches will see new shapes of teams come together and incubate fresh income. Smart disruptors will prevent an ‘I want one of those’ copy approach to ensure this new freshness prevails.
- Intelligence will reign over data. AI and it’s benefits (beyond speeding stuff up) will become better understood by marketers so we will start to see ethics put in place as an output of the committee discussions from the last few years. Smart leaders will start to map these AI architectures to their data stacks and in turn provide new insights to their CMI teams thus closing the loop. At some point (though possibly 2020) GDPR all face an AI specific challenge as old and new data sets merge for new use.
- Audiences will rule the rules. The comms saturated Millennial audience will grow tired of farcical ‘purpose’ attempts from brands to capture their attention, they will start to more actively call out those that don’t actually do what they say they intend to. Brands that fail to realise that just saying something and not taking action is not enough will start to lose their audiences to disruptors new and old. Shared narratives will no longer sustain and an uprise of direction from audience demand will more consistently inform NPD.
Short but hefty so I’m keeping it to five.
I am super excited about this year, indeed the next few years. This coming chapter will be harder because so much change is in the air, but change raises both expectations and standards so I for one want to be on this rollercoaster.
Hope to see you at the
2019 finish 2020 starting line…