As 2022 comes to an end and 2023 rounds the corner, we can finally finish the sentence, “2022 was the year of….”
The start of the year brought with it a promise of a return to “normal,” yet, we were all left wondering just how long these new norms would last.
Looking back, we can marvel at the changes that have occurred, whether it's the sophistication of new technologies, the defiance of conventual norms, and the progressions in sustainability.
While we can't look into our crystal balls and manifest what the future will hold, we did ask our team to candidly reflect on 2022 and make some predictions for 2023.
What did the industry do really well this year?
We rallied behind what we believe is right and wrong. We have the power to make a collective difference and impact and we’re seeing it time and time again – whether it be platforms (Twitter), world events (World Cup), and so much more.
- Katherine Kahn, VP Client Services
Showed resiliency. There has been so much turmoil in the last few years and this year we are facing an unsure economy, inflation, soft sales, and consumer trepidation. Yet I have seen some really cool ads, some really funny ads, and some really inspiring ads that have given me reason to pause, to laugh out loud, and just be excited that I get to do what I do!
- Jillian McCool, Director, Planning
As a whole, our industry made positive strides in understanding our role and taking action in being socially responsible. That includes holding publishers like Twitter accountable after Elon Musk’s takeover, looking for ways to be more sustainable as an industry, and continuing to push for more diverse and female leadership. We obviously have plenty of room to grow – but most of the largest companies in our industry have put plans in place to make sure these topics are not quick headlines, but rather long-term priorities.
- Preston Waller, SVP, Head of Growth
One jargon word you are looking to leave behind in 2022?
Quite literally all the jargon. I would personally like to have a 2023 goal be ‘remove the jargon.’ Speak plain and honest to get the best work done’ 😊 .
- Katherine Kahn, VP Client Services
I hope never to hear the word ‘pivot’ again as brands try to negotiate change in these ‘unprecedented’ times (nomination for 2nd worst jargon).
- Laurence Blanchard, SVP, Strategy
I’m hoping we can all agree that everything we do in marketing should be based on a “Consumer Centric” approach, and therefore in 2023 we can move beyond calling this out as a strategic value-point. Making meaningful connections with consumers and delivering on their expectations should always be the priority… if it’s not, why are you spending the marketing dollars to reach consumers in the first place?
- Kristen Richardson, SVP, Client Service
One jargon word that I would happily bid adieu to is “cutting-edge.” In our technology-paced society, we are fortunate to experience innovation at an unprecedented rate. Adding “cutting-edge” to any noun diminishes the actual achievements and innovations of a unique product and its unique story and positioning. We should be pushing our clients to focus on the points of differentiation, specific innovations, and unique selling points rather than trying to boil things down to “cutting-edge”. This will help our clients continue to succeed in a crowded marketplace.
- Alexandria Scebold, Director Strategy
Metaverse as a VERY blanket, ethereal term.
Personalization at scale. Another blanket phrase…if you were to ask 10 people what it meant, you’d get 15 different answers. And only 3 are probably realistic/accurate.
Neither of these we’ll realistically leave behind (nor should we), but I’d like to get to a place where we have more consistency in what they mean, how and when we use them.
- Lauren Johnson, EVP Managing Director
It’s not going away in 2022…but I am very tired of “cookieless future”…we’ve been talking about it for years, let’s get on with it.
- Preston Waller, SVP, Head of Growth
Partnership? It is seriously overused and evokes eye rolls when used insincerely. And if you are not contributing to said partnership, then please take a seat. Trust me, you will know it when you have it because it is a beautiful thing. Clients sure know what a real partnership looks like. Reps, too.
- Scott Daly, EVP, Managing Director
Can we please stop calling people rock stars or ninjas? Both would be insanely irresponsible for the requirements of the job and horrible colleagues to most of us.
- Jacob Davis, SVP, Managing Director
Why do you love this business?
Because no day is like the day prior. The best part of advertising and media is that there is always something new to learn - new consumer behavior, new events, etc. – and we are constantly influencing and being influenced by everything going on in the world. Every day we wake up is a completely new day and new experience to learn and do more.
- Katherine Kahn, VP Client Services
We are incredibly lucky to work in a creative industry that consistently goes through fast-paced changes, facilitated by human needs & technology, which provide new opportunities to connect more meaningfully with our audiences. We are an industry where the best work comes from collaboration, and so by default working in it introduces you to different people, with a broad range of views. This diversity of thought keeps things fresh, in work and in life, challenges our own beliefs, and ultimately makes our work better.
- Laurence Blanchard, SVP, Strategy
I love marketing, media, and advertising because it allows me to challenge myself to tell stories in new and innovative ways, across platforms, and continuously find ways to be new again.
- Alexandria Scebold, Director Strategy
Media changes every year, every month, every day…and on the media agency side we get the opportunity to come up with solutions that will drive businesses today, tomorrow and 5 years from now. It’s our job to make the advertising industry smarter and more effective, and that means having colleagues that are brilliant at what they do and are naturally curious to find new paths forward.
- Preston Waller, SVP, Head of Growth
It is the best industry for life-long learners. The craft is constantly evolving. Innovation is always at the forefront of where when and how we engage with consumers. You can make lifelong friendships with clients, sellers, and co-workers alike. And there is nothing more exciting than seeing up and coming talent succeed in our four walls and beyond.
- Scott Daly, EVP, Managing Director
Each day is something new. We have the opportunity to continue learning, continue teaching, continue moving forward together
- Jacob Davis, SVP, Managing Director
Something that will change the game in 2023?
With huge cultural programming often sitting behind paid-for streaming services, advertisers have missed out on some of the biggest shows of the past few years. This issue has only grown as people are spending more time than ever at home, seeking out new content to watch or binge. As a result of this, the proliferation of ad-supported streaming services will impact where huge numbers of consumers will go for video content and will inevitably change the game in terms of video planning and buying. As the new ad-funded tiers compete for viewers and advertisers, we will see some exciting and innovative ways to drive engagement of the content and the advertising, through interactive solutions delivered on the living room screen.
- Laurence Blanchard, SVP, Strategy
Generative AI and Machine Learning will continue to dynamically change and shape the industry in 2023. Our machine learning systems and data sets are becoming richer and richer, which means that soon, we may find opportunities for it in programmatic creative, media logic, and beyond. As generative AI continues to evolve and touch our industry in new ways, we must prioritize and challenge how our human knowledge and continue to layer human and audience-first learnings to the data.
- Alexandria Scebold, Director, Strategy
I don’t think I could come up with better ideas than the media trends report that dentsu published – but I believe we have not yet seen the full potential of gaming and TikTok isn’t done growing.
- Preston Waller, SVP, Head of Growth
dentsu X? Need I say more?
- Scott Daly, EVP, Managing Director
The evolution of ID based media. As each partner prepares for the cookieless future, the different ways and solutions they’ll work to provide and continue to have a compelling offer in the marketplace.
The new entrants and challengers in the market that will emerge as financial pressures demand new solutions for investment.
- Jacob Davis, SVP, Managing Director
What defied convention in marketing this year?
TikTok shone as the paid media darling this year, allowing marketers to reach GenZ and beyond with relevance, but also firmly rooting its place in the post-pandemic marketing mix. Seemingly acting as both a new content and trends search engine, TikTok has embedded the relevance of and importance of short-form content. It will not be surprising to see TikTok parallels continue to expand across other major players
- Alexandria Scebold, Director, Strategy
Netflix changed their business model to better compete with streaming alternatives.
- Preston Waller, SVP, Head of Growth
Continued the push to make more media accountable, measurable, etc. We have a better purview on information than we ever have. How we identify what matters is what differentiates the good from the great.
- Jacob Davis, SVP, Managing Director
What 2022 media trend missed the mark this year?
TV is dead. Instead of saying TV is dead, we should be saying that Video is having its moment. Sure, traditional broadcast numbers will decline for non-live events, but publishers are finding alternative ways to deliver video content that better fits consumer desire and behavior, while creating more targeted ad opportunities for marketers. TV isn’t dead…its evolving!
- Preston Waller, SVP, Head of Growth
Crypto? It is amazing to me how similar the FTX collapse was to Pets.com in 2000. Both ran high profile Super Bowl ads. Both were out of business by November. Of course, the death of “dot com” was exaggerated (see Amazon, Google). Will be so curious to see what phoenix rises from the crypto ashes.
- Scott Daly, EVP, Managing Director
The rapid fears of needing to immediately jump into the metaverse and that anyone or any brand not there on day 1 missed the boat is wildly off base. The metaverse will absolutely play a role in the future of media and advertising, it doesn’t mean we all need to create avatars and have floating bodies in meetings.
Or…consumers are obsessed with eComm and everything needs to become eComm first, the brick and mortar experience is dead forever.
In reality, brands need to become transactional in the areas that customers are most comfortable with efforts to remove friction regardless of physical or digital location.
- Jacob Davis, SVP, Managing Director
