Now reading | How marketing will change in 2015: The creative forecast
http://www.fastcocreate.com/3040028/how-marketing-will-change-in-2015-the-creative-forecast
In 2015, I am looking to the future in every way, especially as it relates to marketing and branding. I agree that marketing has seen significant shifts in 2014 and that it will continue to evolve in major ways in 2015. It is the nature of our business to be ever changing–it is part of what it makes it such an exciting and daunting business to be in. I would agree with Ben as it relates to finding great people (a universal issue that never changes) and Patroulis when he says “more soul, more instinct, more humanity.” I completely second Gareth Kay on his sentiments: “I hope there will be fewer attempts to try and show “we know you” through the breadcrumbs of your data, fewer business models based on selling access to people’s information and more attempts to do things for people, not things that use people.” As an ad exec and as a consumer, I say amen to that.
Here’s a few more predictions from the article:
Tor Myhren, worldwide chief creative officer, Grey: Our industry’s obsession with celebrities became massive this year, and I see this as an even bigger trend next year.
Brent Choi, chief creative and integration officer, JWT Canada/JWT Toronto: The result for our business is to create new and innovative ideas around the convergence of digital and experiential, that also has the ability to be documented socially. In other words, find a brand’s place to allow consumers to experience things they never dreamed of, and allow them to show their friends they did it.
Ben Priest, founding partner and executive creative director, adam&eveDDB London: The only real challenge facing us every year is finding great people.
Allie Kline, chief marketing officer, AOL Advertising: Video and automation. Automation is taking hold and as this continues, it is freeing up brands and publishers to be more creative. Video will be the recipient of this creative explosion, and new ways of approaching and thinking about video will transform marketing and media the way programmatic and automation have these last 18 months.
Adrian Belina, partner and creative director, Jam3: As people’s interest in Facebook continues to fade we will see fewer requests from brands to do campaigns and apps that reside within Facebook.
Gareth Kay, founding partner, Zeus Jones San Francisco: I think we will finally see privacy going public.
Jon Jackson, global creative director, Huge:With social and political issues top-of-mind for so many right now, we’ll need to employ a greater sense of empathy and understanding in everything we do. Companies that are honest with people and really trying to make their users’ lives a bit better are the ones that will do best.
Michael Lebowitz, CEO/founder, Big Spaceship: Everyone needs more focus and less clutter of content.
What changes do I want to see and initiate with our clients at Fierce in 2015? Authenticity. More storytelling. Simplicity. Honesty. If the brand is strong and powerful and offers something to believe in, we can find the right words without jargon and buzzwords.
“More soul, more instinct, more humanity.”
It makes me think of a great quote I read today: “If you have a great idea, it will tell you how to execute it.” And if you’ve been in this business long enough, you know that’s the absolute truth.
