{"id":8871,"date":"2023-01-20T15:57:30","date_gmt":"2023-01-20T14:57:30","guid":{"rendered":"https:\/\/www.observatoryinternational.com\/our-insights\/navigating-what-2023-has-to-offer\/"},"modified":"2023-03-09T18:19:31","modified_gmt":"2023-03-09T17:19:31","slug":"navigating-what-2023-has-to-offer","status":"publish","type":"post","link":"https:\/\/www.observatoryinternational.com\/en-us\/our-insights\/navigating-what-2023-has-to-offer\/","title":{"rendered":"Navigating what 2023 has to offer&#8230;"},"content":{"rendered":"<p class=\"size-13\" lang=\"x-size-13\">In 2023 we expect ongoing economic and socio-political forces to continue to loom large across the industry. Cost pressures from multiple directions \u2013\u00a0\u00a0inflation, ongoing supply chain issues and significantly increased third-party costs will continue, with the combined pressures resulting in reduced marketing budgets.<\/p>\n<p class=\"size-13\" lang=\"x-size-13\">The relentless pressure from businesses to get more for less from their agencies may well have reached its zenith given that agencies too are suffering from rising costs \u2013 especially in relation to the well documented issues of acquiring and retaining their talent.<\/p>\n<p class=\"size-13\" lang=\"x-size-13\">As a result, 2023 has all the makings of an industry-wide perfect storm.<\/p>\n<p class=\"size-13\" lang=\"x-size-13\">To combat this there will need to be\u00a0a\u00a0significant degree of focus on <strong>efficiency<\/strong> and <strong>effectiveness<\/strong>.<\/p>\n<p class=\"size-13\" lang=\"x-size-13\">On the positive side this clinical focus on efficiency should have positive outcomes for sustainability \u2013 less wastage, more precision.<\/p>\n<p class=\"size-13\" lang=\"x-size-13\">Here&#8217;s some pointers to help you address those challenges drawn from our most recent reports, alternatively <a href=\"https:\/\/www.observatoryinternational.com\/en-us\/contact-us\/\">please get in contact\u00a0<\/a>so that we can chat through the challenges facing you and how we might help:<\/p>\n<p class=\"size-13\" lang=\"x-size-13\"><strong>Effectiveness<\/strong><br \/>\nIn our report \u2018<em>Clients and Creativity\u2019,<\/em>\u00a0published in partnership with the WFA, three key factors were identified impacting creative effectiveness:<\/p>\n<ul>\n<li class=\"size-13\" lang=\"x-size-13\">The perennial advantage \u2013 having a great briefing process<\/li>\n<li class=\"size-13\" lang=\"x-size-13\">Flawless execution of the ideas through great process and ways of working<\/li>\n<li class=\"size-13\" lang=\"x-size-13\">And having the right partners in place<\/li>\n<\/ul>\n<p class=\"size-13\" lang=\"x-size-13\"><strong>Efficiency<\/strong><br \/>\nHaving the right<strong>\u00a0<\/strong>partners in place contributes significant to<strong>\u00a0<\/strong>efficiency as well.\u00a0\u00a0The trend towards consolidation of agency rosters will inevitably continue with the result that more businesses will be looking to work with fewer,\u00a0more focused\u00a0agencies, maximising outputs and reducing spend. Removing duplication and creating less friction in the system\u00a0\u00a0will help to overcome\u00a0\u00a0both internal capacity constraints and resource limitations when\u00a0 managing those agencies.<\/p>\n<p class=\"size-13\" lang=\"x-size-13\">And future-proofing your agency relationships in a more difficult world involves:<\/p>\n<ul>\n<li class=\"size-13\" lang=\"x-size-13\">Real focus on both how you are working with your agencies and how to pay them to optimise outcomes<\/li>\n<li class=\"size-13\" lang=\"x-size-13\">Being fair and balanced in your dealings with your agency partners<\/li>\n<li class=\"size-13\" lang=\"x-size-13\">Organising for flexibility \u2013 the last few years have taught us all that change happens, and it happens fast.<\/li>\n<\/ul>\n<p>To discuss how we might help you with these challenges <a href=\"https:\/\/www.observatoryinternational.com\/en-us\/contact-us\/\">please get in contact<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In 2023 we expect ongoing economic and socio-political forces to continue to loom large across the industry. Cost pressures from multiple directions \u2013\u00a0\u00a0inflation, ongoing supply chain issues and significantly increased third-party costs will continue, with the combined pressures resulting in reduced marketing budgets. The relentless pressure from businesses to get more for less from their &hellip; <a href=\"https:\/\/www.observatoryinternational.com\/en-us\/our-insights\/navigating-what-2023-has-to-offer\/\">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":[150],"tags":[155,153],"class_list":["post-8871","post","type-post","status-publish","format-standard","hentry","category-blog-en-us","tag-marketing-trends-en-us","tag-observations-en-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Navigating what 2023 has to offer... - 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-us\/our-insights\/navigating-what-2023-has-to-offer\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Navigating what 2023 has to offer... - The Observatory International\" \/>\n<meta property=\"og:description\" content=\"In 2023 we expect ongoing economic and socio-political forces to continue to loom large across the industry. Cost pressures from multiple directions \u2013\u00a0\u00a0inflation, ongoing supply chain issues and significantly increased third-party costs will continue, with the combined pressures resulting in reduced marketing budgets. The relentless pressure from businesses to get more for less from their &hellip; Continued\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.observatoryinternational.com\/en-us\/our-insights\/navigating-what-2023-has-to-offer\/\" \/>\n<meta property=\"og:site_name\" content=\"The Observatory International\" \/>\n<meta property=\"article:published_time\" content=\"2023-01-20T14:57:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-03-09T17:19:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.observatoryinternational.com\/app\/uploads\/2022\/07\/observatory.png.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"576\" \/>\n\t<meta property=\"og:image:height\" content=\"300\" \/>\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-us\\\/our-insights\\\/navigating-what-2023-has-to-offer\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-us\\\/our-insights\\\/navigating-what-2023-has-to-offer\\\/\"},\"author\":{\"name\":\"Christine Downton\",\"@id\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-us\\\/#\\\/schema\\\/person\\\/f0d2ffe1c42e38cae6347a35d208c6ad\"},\"headline\":\"Navigating what 2023 has to offer&#8230;\",\"datePublished\":\"2023-01-20T14:57:30+00:00\",\"dateModified\":\"2023-03-09T17:19:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-us\\\/our-insights\\\/navigating-what-2023-has-to-offer\\\/\"},\"wordCount\":362,\"publisher\":{\"@id\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-us\\\/#organization\"},\"keywords\":[\"Marketing Trends\",\"Observations\"],\"articleSection\":[\"Blog\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-us\\\/our-insights\\\/navigating-what-2023-has-to-offer\\\/\",\"url\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-us\\\/our-insights\\\/navigating-what-2023-has-to-offer\\\/\",\"name\":\"Navigating what 2023 has to offer... - 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