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.
By Mark Ritson
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 last year the airline faced pre-tax losses of £1.1bn, this year that number has narrowed to £178m after flying an additional 50 million passengers.
Brand purpose needs to adapt and change. Most campaigns and initiatives are generic and superficial. Creativity, storytelling and being helpful is what’s needed.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Regardless of commercial impact, marketing director Annabelle Baker says the decision was the correct one ethically, as the retailer curates “fandoms” on other platforms.