How will marketing change in 2013
How marketing creatives see things impacting their work in 2013.
Main trends are multi-platforms, brand story telling, mobile first and big data.
"The thing with the most impact is that there are noset platforms anymore. Nothing is hardened in cement like TV or print was; figuring out how to create and deliver messages now is liquid, constantly evolving as new technologies are introduced."
David Lubars, chairman and chief creative officer, BBDO North America
“It’s becoming increasingly challenging to get people to pay attention to and care about your message. This year, we need to make the most of these advances to really connect with our audiences in a manner that’s unique and relevant.”
Neil Heymann, group creative director, Droga5 New York
“ I think our work will start adapting to a mobile experience more and more, starting with the ideation process.”
Michael Krivicka, founder, Thinkmodo
“Creatives were divided based on how technologically savvy they were: Art Directors, Digital Art Directors, Writers, Digital Writers, Designers, Web Designers, Digital Designers and so on. That is no longer the case. ”
“The winners in 2013 will be the brands who can tell the best brand story to the greatest number of people across the most media.”
Jason Gaboriau, VP, executive creative director CP+B
"Consumers live in an "always on" culture, and we need to be facilitators and curators of those ideas and experiences. Those experiences may not even look and feel like advertising—it’s evolving right in front of us."
Adam Kerj, chief creative officer, 360i