As we hurtle into Christmas, the New Year and a brief vocational hiatus, it's normal to indulge in retrospection. This upcoming festive period promises to be even more poignant because we are reaching the end of a decade.
In a few weeks the 2020s will begin. That means most marketers are looking back in the industry rear-view mirror to review their big lessons from the decade about to pass and derive a set of coordinates for the new one appearing on the horizon.
The marketing press is a catalyst for all this, of course. In recent years, even the slenderest publication has collated sketchy lists of people, brands and agencies, booked a suitable venue and spent their next quarterly marketing budget getting everyone wasted while handing out spurious awards by the handful. It’s already difficult to avoid the 'marketing something of the year' in your news feed or the immediate humble-bragging that follows it on LinkedIn.
Things are set to degrade further this time round, as December and the decade tick down, because they can all go one better than an annual award and overdo it tenfold. 'Tis the season for the 'marketing something of the decade'.