B&T: 2016 Crystal Balled: here’s what the big brains think

Don’t get caught up in the fads/buzzwords of the moment, e.g, “Big Data”.
Be strategic in your requests for agencies. Brand objectives and insights should drive activity. Be aware of the ‘one size fits all model’ because it simply doesn’t exist.

We’re seeing clients rationalise their marketing spend more and more, moving it away from ATL and directing it into brand activation because it is consumer-focused, customisable, measurable and drives consumers to act; we are able to directly influence more people to do more, more often.
Brands are increasingly partnering with promotional marketing and brand activation experts who identify and practice the science involved in consumer activations.

It will be those brands who will succeed in 2016.



2016 Crystal Balled: Here’s What The Big Brains Think. B&T Magazine