""What's old is new again," Lam said. "I think brands are going to think about how to really inspire people in everything they do - from product development to other areas of business.""
""Successful marketers will win by taking a data-driven approach to audience, tailoring content and outreach efforts to reach the right people at the right time," he explained. "My resolution this year: do fewer things better.""
""Analytics matter, but creative matters more in 2019. Show creative concepts that have delivered real impact for a client - and that's a winning entry. With all the hand-wringing about automation and programmatic, this is actually a great time to be a human being and not a robot - if you're creative and strategic. If not, well...?""
Brands will focus on inspiring consumers to try new things and open minds to possibilities, applying inspiration across product development and other business areas. Marketers should prioritize fundamentals, engage relevant audiences in conversations rather than one-off campaigns, and listen to audience signals. Successful marketers will use data-driven audience segmentation to tailor content and outreach to reach the right people at the right time and embrace the principle of doing fewer things better. Creativity will outweigh analytics in impact. Creative, strategic human thinking remains valuable amid automation. Award entries should demonstrate real creative impact, visual ambition, novel storytelling, and beneficial consumer-facing use of technology.
Read at The Drum
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