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Marketing trends impacting brands and their agencies in 2023

Christine Downton - Observatory International Christine Downton Managing Partner, London December 14, 2022

Economic and socio-political forces are inevitably influencing the outlook for 2023.  To help marketers build resilience and optimise their resources for a likely tough year ahead here are some of the trends we believe will be important in 2023.

  • The continuing centralisation trend can provide more direction and focus in difficult times
  • Working with fewer, highly focused agencies can offer more precision, less overlap of expensive resources
  • On-going talent and resourcing challenges – culture and behaviours are increasingly important with evidence of a focus on constructive DEI and sustainability practices to attract and retain talent
  • Ensure this is underpinned by training and motivational development plans to nurture team members
  • Keep a razor-sharp focus on efficiency and effectiveness to really optimise shrinking budgets and make measurement and review a core competence for all communications team members
  • Develop the right balance of brand and performance marketing for both B2B and B2C brands

Do get in contact if you would like to find out more

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