1) One big trend is not necessarily a new one, but its massive importance and scale in the last year is unignorable—and that’s the voracious appetite for video content. This has led to some really great content and some not so great content. It’s led to compelling brand messages and fractured ones. With smaller agencies and content creators popping up almost every day, it’s a wild world out there with no end in sight.
Another development that I absolutely love is that consumers are demanding, more than ever, that brands share their values. This has led to brands becoming more human and embracing the role they can play in creating positive social impact.
4) I envision more brands working to find their true north – their purpose or their “why” as they endeavor to rise to the shared values expectations of consumers.
I envision a lot more video content creation coming from all over the map and the continued land grab this creates across the industry.
5) My personal new year’s resolution is not dissimilar from the resolutions of many at The Martin Agency and that is to do more work that creates positive change and social impact. Just recently, after the tragedy in Charlottesville here in Virginia, we created a simple but powerful message of inclusion based on the Virginia is for Lovers tagline created by the agency years ago. It immediately resonated with people and took on a life of its own. As agencies and brands, we have incredible opportunities to affect change and that inspires and energizes me greatly.
