Don’t be seduced by the pornography of change
Marketers would be far better off focusing on what definitely won’t change in 2019 and making a list of all the things they could do better than being distracted by hollow predictions.
Marketers would be far better off focusing on what definitely won’t change in 2019 and making a list of all the things they could do better than being distracted by hollow predictions.
Brands often talk about being customer-centric but in reality, most businesses are still not set up with customers at their core. Simply installing a chief customer officer and hoping the rest will fall into place will not cut it in 2019.
Brands must make plans, and contingency plans, to ensure they are ready for Brexit and in a position to act on whatever sequence of events actually comes about.
Could 2019 be the year the agency model finally gets a 21st-century update?
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.
The retailer, which has traditionally focused on in-store shopping only, also plans to roll out its click-and-collect initiative to all stores in Great Britain.