Marketing trends impacting brands and their agencies in 2023

Christine Downton - Managing Partner, London, Observatory International

Christine Downton Managing Partner, London December 14, 2022

Our thoughts on the marketing trends, economic and socio-political forces impacting brands in 2023. are inevitably influencing the outlook for 2023. To help marketers build resilience and optimise their resources for a likely tough year ahead here are are inevitably influencing the outlook.

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

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