The road ahead: regaining a sense of community crucial to success in 2023

Jez writes in Campaign on preparing for the months ahead.

Originally posted in Campaign.

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Optimism and pessimism have characterised recent ad forecasts, such as last week’s latest IPA Bellwether. Preparing for the months ahead requires a sense of realism residing somewhere between the two.

Adland’s predictions for the year ahead have been both optimistic and pessimistic. Uncertainty across industries means that brands are treading with care as they continue to tighten their belts. All this increases the importance of effective planning and strategising to prepare for all possible outcomes.

While I do see light at the end of the tunnel and am optimistic for 2024, the current year presents numerous challenges – the war in Ukraine, inflation, supply chain issues and strikes, among others. Against this backdrop, I’ll be approaching this year with a healthy dose of realism.

However, adversity is often the mother of invention. Yes it’s a bit of a cliché, and there’s always someone who labels any challenging moment “the dawn of a golden age”. However, in this case, I do think we’ll see innovation and creativity take centre stage, as agencies and brands battle it out for people’s attention and limited cash.

Adland’s predictions for the year ahead have been both optimistic and pessimistic. Uncertainty across industries means that brands are treading with care as they continue to tighten their belts. All this increases the importance of effective planning and strategising to prepare for all possible outcomes.

While I do see light at the end of the tunnel and am optimistic for 2024, the current year presents numerous challenges – the war in Ukraine, inflation, supply chain issues and strikes, among others. Against this backdrop, I’ll be approaching this year with a healthy dose of realism.

However, adversity is often the mother of invention. Yes it’s a bit of a cliché, and there’s always someone who labels any challenging moment “the dawn of a golden age”. However, in this case, I do think we’ll see innovation and creativity take centre stage, as agencies and brands battle it out for people’s attention and limited cash.

New business competition hots up

Growth in adspend is slowing year on year. Increasingly, agencies need to prove their worth to brands, to earn their piece of the pie. However, those agencies that are able to demonstrate a strong track record of work that is both creative and delivers effective results will be in a strong position. As brands look to reduce their total spend, it’s likely many will seek to consolidate briefs. Those agencies who have invested time in building strong client relationships and integrated offerings will begin to see this pay off.

Considerate advertising 

Whatever work we undertake, it needs to be very human because of the socio-economic factors we’re all facing. The industry should aim to emulate the responsible approach many brands took to Christmas. These advertisements were down-to-earth and more subdued than previous festive seasons, reflecting the psyche of a nation battling through a cost of living crisis.

Our work with Co-op was at the forefront of this over the festive period. The retailer chose to opt out of the traditional multimillion-pound Christmas TV advertisement, in favour of highlighting its partnership with Your Local Pantry, a community-led food scheme that gives people access to quality food at more affordable prices. The campaign featured a Live Instagram feed cook-along hosted by Bafta-winning TV chef and rapper Big Zuu. It also featured a special guest appearance from Miguel Barclay – the brains behind One Pound Meals – who shared his useful tips and tricks to make groceries and money go further in this crisis.

Collaboration and community

During challenging times community is more important than ever. There needs to be a feeling that people are all pulling in the same direction to work towards common goals, and showing determination in the face of adversity. Savvy brands and agencies will be conscious of this, and aim to foster a sense of community, both internally and externally. I expect agencies will place a renewed focus on their people, as happiness is key to creativity and – fundamentally – team success. We’ll also see brands seeking out innovative ways to connect with their consumers – and looking for agency support in this area.

In times of adversity, innovation is a fantastic tool

It doesn’t take a soothsayer to predict technological innovation, but here you are. Creativity often accompanies periods of fragmentation and this year should be no different. The continued expansion of AI, the metaverse, ecommerce, and alternate and virtual reality (AR and VR) are all exciting developments happening before our eyes. For younger audiences in particular, the real world is moving closer to the virtual one, and most brands will need a virtual offering to stay in touch with Gen Z audiences.

These innovations ought to be introduced with caution. In the words of our own Nicky Bullard, “if we’re going to introduce [the M word] into our brand experiences, we’ve got to make sure it fits… we don’t want to dilute our brands.” But I expect to see significant changes to business models and budget as brands integrate this technology into their offering.

Purpose with progress

“Purpose” was the watchword last year, and it won’t lose any importance in 2023. It’s a term that gets bandied around a lot, but all brands need an impetus and a “so what?” Purpose should be a long-term goal for businesses, and agencies have to play a role in strategising with clients to get these narratives into brand-enhancing positions.

Purpose will always be interlinked with sustainability. We have seen  brands and agencies taken to task for greenwashing and green-hushing in 2022. Given the moral and commercial implications, I expect to see agencies put more care into championing brands’ green credentials this year. As Sebastian Munden, chair of Ad Net Zero, put it, “there is a competitive advantage to be had, and business to be won. It’s an economic gift and a social necessity.” Tackling sustainability is directly linked to business success.

The only thing that is predictable about 2023 is the continued uncertainty. The situation necessitates the need for agencies and clients to strategise and underpin ideas with effectiveness, to work together as one team and be brave in the face of adversity. Creative opportunities are everywhere, it’s just about finding them.