{"id":8837,"date":"2022-12-14T15:35:05","date_gmt":"2022-12-14T14:35:05","guid":{"rendered":"https:\/\/www.observatoryinternational.com\/our-insights\/marketing-trends-impacting-brands-and-their-agencies-in-2023\/"},"modified":"2025-12-11T18:28:47","modified_gmt":"2025-12-11T17:28:47","slug":"marketing-trends-impacting-brands-and-their-agencies","status":"publish","type":"post","link":"https:\/\/www.observatoryinternational.com\/en-uk\/our-insights\/marketing-trends-impacting-brands-and-their-agencies\/","title":{"rendered":"Marketing trends impacting brands and their agencies in 2023"},"content":{"rendered":"<p class=\"size-13\" lang=\"x-size-13\">Our thoughts on the marketing trends, economic and socio-political forces impacting brands in 2023. \u00a0are inevitably influencing the outlook for 2023.\u00a0\u00a0To help marketers build resilience and optimise their resources for a likely tough year ahead here are are inevitably influencing the outlook.<\/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>Do get in <a href=\"https:\/\/www.observatoryinternational.com\/contact-us\/\">contact<\/a> if you would like to find out more<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-11668\" src=\"https:\/\/www.observatoryinternational.com\/app\/uploads\/2024\/02\/Expertise-and-Resources-300x300.png\" alt=\"Additional skills and expertise\" width=\"300\" height=\"300\" srcset=\"https:\/\/www.observatoryinternational.com\/app\/uploads\/2024\/02\/Expertise-and-Resources-300x300.png 300w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2024\/02\/Expertise-and-Resources-1024x1024.png 1024w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2024\/02\/Expertise-and-Resources-150x150.png 150w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2024\/02\/Expertise-and-Resources-768x768.png 768w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2024\/02\/Expertise-and-Resources-165x165.png 165w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2024\/02\/Expertise-and-Resources-380x380.png 380w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2024\/02\/Expertise-and-Resources-170x170.png 170w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2024\/02\/Expertise-and-Resources.png 1200w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Our thoughts on the marketing trends, economic and socio-political forces impacting brands in 2023. \u00a0are inevitably influencing the outlook for 2023.\u00a0\u00a0To 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 &hellip; <a href=\"https:\/\/www.observatoryinternational.com\/en-uk\/our-insights\/marketing-trends-impacting-brands-and-their-agencies\/\">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":[65],"tags":[70,68],"class_list":["post-8837","post","type-post","status-publish","format-standard","hentry","category-blog-en-uk","tag-marketing-trends-en-uk","tag-observations-en-uk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing trends impacting brands and their agencies in 2023 - The Observatory International<\/title>\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\/marketing-trends-impacting-brands-and-their-agencies\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing trends impacting brands and their agencies in 2023 - The Observatory International\" \/>\n<meta property=\"og:description\" content=\"Our thoughts on the marketing trends, economic and socio-political forces impacting brands in 2023. \u00a0are inevitably influencing the outlook for 2023.\u00a0\u00a0To 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 &hellip; Continued\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.observatoryinternational.com\/en-uk\/our-insights\/marketing-trends-impacting-brands-and-their-agencies\/\" \/>\n<meta property=\"og:site_name\" content=\"The Observatory International\" \/>\n<meta property=\"article:published_time\" content=\"2022-12-14T14:35:05+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-11T17:28:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.observatoryinternational.com\/app\/uploads\/2024\/02\/Expertise-and-Resources.png.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"1200\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/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\\\/marketing-trends-impacting-brands-and-their-agencies\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-uk\\\/our-insights\\\/marketing-trends-impacting-brands-and-their-agencies\\\/\"},\"author\":{\"name\":\"Christine Downton\",\"@id\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-uk\\\/#\\\/schema\\\/person\\\/f0d2ffe1c42e38cae6347a35d208c6ad\"},\"headline\":\"Marketing trends impacting brands and their agencies in 2023\",\"datePublished\":\"2022-12-14T14:35:05+00:00\",\"dateModified\":\"2025-12-11T17:28:47+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-uk\\\/our-insights\\\/marketing-trends-impacting-brands-and-their-agencies\\\/\"},\"wordCount\":173,\"publisher\":{\"@id\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-uk\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-uk\\\/our-insights\\\/marketing-trends-impacting-brands-and-their-agencies\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.observatoryinternational.com\\\/app\\\/uploads\\\/2024\\\/02\\\/Expertise-and-Resources-300x300.png\",\"keywords\":[\"Marketing Trends\",\"Observations\"],\"articleSection\":[\"Blog\"],\"inLanguage\":\"en-UK\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-uk\\\/our-insights\\\/marketing-trends-impacting-brands-and-their-agencies\\\/\",\"url\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-uk\\\/our-insights\\\/marketing-trends-impacting-brands-and-their-agencies\\\/\",\"name\":\"Marketing trends impacting brands and their agencies in 2023 - 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