{"id":10224,"date":"2022-12-14T11:57:57","date_gmt":"2022-12-14T10:57:57","guid":{"rendered":"https:\/\/www.observatoryinternational.com\/our-insights\/observatory-international-newsletter-december-2022\/"},"modified":"2025-12-11T15:42:32","modified_gmt":"2025-12-11T14:42:32","slug":"observatory-international-newsletter-december-2022","status":"publish","type":"post","link":"https:\/\/www.observatoryinternational.com\/en-uk\/our-insights\/observatory-international-newsletter-december-2022\/","title":{"rendered":"Observatory International Newsletter &#8211; December 2022"},"content":{"rendered":"<div class=\"layout one-col fixed-width stack\">\n<div class=\"layout__inner\">\n<div class=\"column\">\n<div>\n<div>\n<h2 class=\"size-13\" lang=\"x-size-13\" style=\"text-align: center;\"><strong>Marketing trends impacting brands and their agencies in 2023<\/strong><\/h2>\n<p class=\"size-13\" lang=\"x-size-13\">Economic and socio-political forces are inevitably influencing the outlook for 2023.\u00a0\u00a0To 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.<\/p>\n<ul>\n<li class=\"size-13\" lang=\"x-size-13\">The continuing centralisation trend can provide more direction and focus in difficult times<\/li>\n<li class=\"size-13\" lang=\"x-size-13\">Working with fewer, highly focused agencies can offer more precision, less overlap of expensive resources<\/li>\n<li class=\"size-13\" lang=\"x-size-13\">On-going talent and resourcing challenges \u2013 culture and behaviours are increasingly important with evidence of a focus on constructive DEI and sustainability practices to attract and retain talent<\/li>\n<li class=\"size-13\" lang=\"x-size-13\">Ensure this is underpinned by training and motivational development plans to nurture team members<\/li>\n<li class=\"size-13\" lang=\"x-size-13\">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<\/li>\n<li class=\"size-13\" lang=\"x-size-13\">Develop the right balance of brand and performance marketing for both B2B and B2C brands<\/li>\n<\/ul>\n<p class=\"size-13\" lang=\"x-size-13\">If you would like to discuss any of these trends in more detail do get in <a title=\"mailto:info@observatoryinternational.com\" href=\"info@observatoryinternational.com\">contact<\/a>.<\/p>\n<\/div>\n<\/div>\n<div>\n<div>\n<h2 class=\"size-13\" lang=\"x-size-13\" style=\"text-align: center;\"><strong style=\"text-align: center;\">World Federation of Advertisers \u2013 Global Marketer of the Year 2022<\/strong><\/h2>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"layout one-col fixed-width stack\">\n<div class=\"layout__inner\">\n<div class=\"column\">\n<div>\n<p class=\"size-13\" lang=\"x-size-13\">The shortlist for the WFA Global Marketer of the Year 2022 has been published. \u00a0The award recognises individuals who have demonstrated exceptional abilities to help their brands and their teams thrive in a challenging environment. \u00a0<a href=\"https:\/\/www.observatoryinternational.com\/en-uk\/people\/lucinda-peniston-baines\/\">Lucinda Peniston-Baines<\/a> our Co-founder and Managing Partner is on the panel of 15 marketing industry experts who helped select the shortlist. \u00a0Voting to choose the winner is now open until 22 January 2023, with the winner announced in February.<\/p>\n<\/div>\n<div align=\"center\"><img decoding=\"async\" class=\"gnd-corner-image gnd-corner-image-center gnd-corner-image-bottom aligncenter\" tabindex=\"0\" src=\"http:\/\/i2.cmail20.com\/ei\/d\/B2\/44E\/B53\/044258\/csfinal\/GMOTY2022_Shortlist_Landscape-990514079e03cf3c.png\" alt=\"\" width=\"364\" \/><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"layout one-col fixed-width stack\">\n<div class=\"layout__inner\">\n<div class=\"column\">\n<div>\n<div class=\"divider\"><\/div>\n<\/div>\n<div>\n<div>\n<h2 class=\"size-13\" lang=\"x-size-13\" style=\"text-align: center;\"><strong>Forthcoming Publication<\/strong><\/h2>\n<p class=\"size-13\" lang=\"x-size-13\">In early 2023 we will be publishing in partnership with the WFA a report on\u00a0<strong>Global Agency Remuneration Trends. \u00a0The world is in a very different place to the one we looked at in 2018 when we produced the last report with the WFA on this subject.<\/strong>\u00a0\u00a0To find out more please <a href=\"https:\/\/www.observatoryinternational.com\/en-uk\/contact-us\/\">contact us.<\/a><\/p>\n<\/div>\n<\/div>\n<div align=\"center\"><img decoding=\"async\" class=\"aligncenter\" tabindex=\"0\" src=\"http:\/\/i3.cmail20.com\/ei\/d\/B2\/44E\/B53\/044258\/csfinal\/ObservatoryWFARemunerationReport-9903cf028a03cf3c.png\" alt=\"\" width=\"323\" \/><\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Marketing trends impacting brands and their agencies in 2023 Economic and socio-political forces are inevitably influencing the outlook for 2023.\u00a0\u00a0To 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 &hellip; <a href=\"https:\/\/www.observatoryinternational.com\/en-uk\/our-insights\/observatory-international-newsletter-december-2022\/\">Continued<\/a><\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[254],"tags":[70,68],"class_list":["post-10224","post","type-post","status-publish","format-standard","hentry","category-news-en-uk","tag-marketing-trends-en-uk","tag-observations-en-uk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing Insights December 2022 - The Observatory International<\/title>\n<meta name=\"description\" content=\"The latest news and insights from The Observatory International to help you transform your marketing resources and drive brand growth.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.observatoryinternational.com\/en-uk\/our-insights\/observatory-international-newsletter-december-2022\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing Insights December 2022 - The Observatory International\" \/>\n<meta property=\"og:description\" content=\"The latest news and insights from The Observatory International to help you transform your marketing resources and drive brand growth.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.observatoryinternational.com\/en-uk\/our-insights\/observatory-international-newsletter-december-2022\/\" \/>\n<meta property=\"og:site_name\" content=\"The Observatory International\" \/>\n<meta property=\"article:published_time\" content=\"2022-12-14T10:57:57+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-11T14:42:32+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/i2.cmail20.com\/ei\/d\/B2\/44E\/B53\/044258\/csfinal\/GMOTY2022_Shortlist_Landscape-990514079e03cf3c.png\" \/>\n<meta name=\"author\" content=\"Christine Downton\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@observatoryint\" \/>\n<meta name=\"twitter:site\" content=\"@observatoryint\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.observatoryinternational.com\/en-uk\/our-insights\/observatory-international-newsletter-december-2022\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.observatoryinternational.com\/en-uk\/our-insights\/observatory-international-newsletter-december-2022\/\"},\"author\":{\"name\":\"Christine Downton\",\"@id\":\"https:\/\/www.observatoryinternational.com\/en-uk\/#\/schema\/person\/f0d2ffe1c42e38cae6347a35d208c6ad\"},\"headline\":\"Observatory International Newsletter &#8211; 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