One-stop shops
Chris Copacino, executive director of business development, Copacino Fujikado
Brands are seeking to streamline and consolidate agency services and relationships. The pendulum has unquestionably swung away from agency specialization back to more of a one-point of contact to drive activity across the marketing communications spectrum and audience journey. Brand-side executives have grown tired with being sole points of integration among a throng of specialized agencies and seek to turn their attention back to their business, brand and growth initiatives.
The personal touch
Warren Jolly, CEO, adQuadrant
I foresee the 2024 creative trends being driven by a blend of personalized storytelling, immersive technologies and ethical advertising. Agencies will increasingly leverage insights to craft highly personalized narratives that resonate deeply with individual consumers, moving beyond broad demographic targeting. Moreover, the integration of immersive technologies like augmented reality and virtual reality will become more prevalent, offering novel and engaging experiences. This isn’t just about flashy tech but about creating memorable, interactive brand stories. There will also be a stronger emphasis on ethical advertising. This means not only ensuring data privacy and security but also promoting inclusivity, diversity and sustainability in advertising content. Brands and agencies will be expected to be more socially responsible and transparent in their practices.
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