It’s commonplace for the media sector to use the opening week of January to presage how the chessboard will look in a year’s time. If 2018 was anything to go by, telecoms players could have significantly more skin in the ad-tech game come December. In addition to the huge industry M&A moves of 2018, such…
Marketing practitioners spend a fair amount of their time at the intersection of the marketing function and the technology that powers it. Gartner correctly predicted that by 2017, the CMO would spend more than the CIO on IT. In light of the impressive advances in technologies that enable marketing to simultaneously become more automated as…
Diverse teams slouching in couches around the coffee machine playing games is what you can expect when it comes to workforce and workplace in 2019. Does it sound like unserious coworkers to you? Don’t worry. It’s how your agency will get the most out of your talents and keep internal team pressure high on deliverables…
Advertising has historically been powered by media. While this is still the case, technology is increasingly at the industry’s center of gravity. This shift, along with outside influences ranging from the economy to politics, has brought the industry to a pivotal moment. Everything from how and where we connect with consumers to the architecture of…
This past year was the year of GDPR, Facebook breaches, the decentralized web and blockchain, to name a few. These topics will no doubt remain relevant in 2019, but we asked marketers how they see these themes evolving and what else they think is on the horizon. Here are their top 10 predictions for data,…
What do 2019 industry predictions mean for agencies? Agencies manage change on an ongoing basis, but with limited resources and many trends to navigate. How does one determine which trends have staying power and demand attention? Here are six ongoing trends agencies should be ready for in 2019. Marketing services will continue to go in-house…
Gaming made big headlines in 2018, from the dominance of Twitch and Fortnite to the first season of the Overwatch League to a wave of municipal and private investors backing teams and venues. No marketer should ignore the passion and sheer size of the gaming community, which eclipses the audience for most American professional sports….
No one can argue that publishing hasn’t gone through monumental changes, which is especially seen over the course of 2018 with the many print publications that shuttered this year, like Glamour, or at the very least drastically reduced their print schedules, like Seventeen. There was also the buying and selling of popular digital publications, like…
There’s a reason why all the digital platforms and tech giants are prioritizing TV. It’s a time-tested medium that drives results for marketers while engaging consumers through sight, sound and motion. But brands need their marketing dollars to work harder. They are working with fewer, more strategic partners, and driving performance and results is as…
Brands were more creative than ever in their social media posts this year and connected with audiences by raising awareness of social issues, according to social media analytics company Unmetric. “Burger King enlightened fans with the importance of net neutrality, Stella Artois partnered with Water.org to bring clean water to developing countries, and UPS helped…
It’s been a volatile year for media and marketing professionals. With industry threats like Facebook’s privacy issues, fake news running rampant and a new emphasis on copyright and IP law in the EU, 2018 has been anything but predictable. Even in an age filled with constant digital disruption, one trend remains clear: Content is here…
The audio revolution is here and in full swing. From morning news updates to afternoon podcast sessions, audio content is playing an increasingly larger role in our everyday lives. This comeback has also brought opportunities for audio advertisers seeking to target and engage with listeners. As we approach 2019, now is a great time to…
When it comes to influencer marketing, is small beautiful? That’s what a chorus of recent commentators would have you believe. The New York Times is only one of many outlets to hype the potential of under-the-radar social media figures to drive outsized impact on awareness and consideration. With audiences numbering in the low thousands, these…
Social networks may be the bedrock of modern digital marketing, but they also got rattled by high-profile tremors that left ominous cracks in the foundation this year. Major players like Facebook and Twitter, which both faced seemingly ceaseless pressure in 2018 over issues like privacy and hate speech, were only one aspect of the digital…
Ad industry employees with fatalistic tendencies had a collective freakout in 2018, and who can blame them? Everywhere one looked, houses were on fire as legacies collapsed. Some of the business’s biggest names–both people and organizations–exited stage left in most unspectacular fashion. Don’t worry. Advertising will be here, in some form, as long as we…
In the worlds of television and streaming video, it was a year of evolution and experimentation–but not just among the old-school media companies you might expect. Streaming services faced their own challenges in an increasingly competitive landscape. YouTube fought the uphill battle to convince viewers that it has a service worth paying for in YouTube…
Do creative agencies bloom in adversity? They might, if 2018 is any indication. Despite it being a rocky and often chaotic year for the agency world, 2018 saw an astounding range of strong creative ideas–as illustrated by our Top 25 ads of the year. So what resonated with Adweek readers? Here’s a look at our…
It’s fair to say 2018 was not the smoothest year for ad agencies, which faced existential threats and staffing controversies. Even agencies that avoided their own public drama faced the potential of getting swept up in high-profile issues like the resignation of Papa John’s founder John Schnatter amid accusations of racist comments (reportedly made during…
Even as holding companies continue toward an uncertain future, it was the “big six” over the somewhat seemingly more stable independent agencies (in the U.S., anyway) that prevailed in some of the most significant account reviews of 2018. “A number of large global creative and media businesses that left independent operating agencies were won by…
Asking an agency to pick its favorite 2018 work from its own catalog is a pretty easy task. Slightly more daunting, however, is asking one to select the best ads or campaigns other agencies created throughout the year. There are thousands to choose from and, in 2018, there was a wide range of opinion on…
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