Will Reynolds.
The AdNews end of year Perspectives, looking back at 2024 and forward to next year.
Will Reynolds, Managing Director, Windsorborn
The first half of 2024 was driven by a challenging economic climate that influenced our clients’ engagement levels. It changed their willingness to commit, their timelines in briefing us and their budget allocations. From our perspective, we recognised the need to become nimbler in crafting creative solutions, as we were often given shorter time frames for campaign development.
We found that we were changing the way we approach brand building. With the prevalence of low-fi and a UGC, we looked at how we could maintain the quality of our work despite reduced timelines and budget. Our engagement strategies revealed that effectiveness and performance were traditional ads on social, as well as memes and skits, where the brand is in the background.
We also bucked the trend of scaremongering around AI and embraced it wholeheartedly. Early on, we identified AI's role in the same way we view traditional tools like Photoshop and Adobe. However, we know skilled professionals are key for effective input into these platforms. This integration allowed us to produce multiple content iterations efficiently, saving both time and resources.
With some clients we noticed a thinning of in-house teams, whether a result of economic downturns or changes to internal strategy. It’s meant we’ve had to diversify in our skillset to address these gaps effectively.
We’ve seen a significant change in client sentiment in the second half of 2024. More confidence has led to better budgets and greater timelines. Clients are more willing to spend on stronger tech foundations, positioning and futureproofing for upcoming marketing initiatives and campaigns.
Additionally, many senior creatives in our network have ventured out independently, which is fantastic for our village model. We now have access to a plethora of diverse creative giants.
Thinking about diversity, we’ve loved diversifying the platforms we look to engage. The rise of legitimacy of podcasts has been very successful for us. As consumers change the way they consume content, we go where they are and have had very positive results.
2025 will again be pivotal for independent agencies as we continue to adapt to the needs of larger organisations. We know marketers are very open to moving away from the traditional agencies. However, the scale we can provide scares them. AI helps us here. It plays a significant role in that impact and need for scale capability. Agencies that have skilled AI operators will be well-equipped to manage clients’ expectations and navigate new marketing expectations.
We know AI's impact on marketing will be pronounced in the realm of hyper-personalisation. By leveraging real-time data and predictive analytics, marketers can create highly tailored user experiences that go beyond traditional historical data approaches. Brands can engage with consumers in a more meaningful way, enhancing customer satisfaction and loyalty.
Businesses that have large datasets and have invested in AI technologies will be on the front foot of this. They will be able to communicate in a relatable way and allow their customers and/or stakeholders to self-discover more about the specific business.
However, there will be an increased emphasis on security protocols and partnerships. Stricter policies and certification such as cyber insurance and ISO 127001 will become essential. This will require investment that some indies may not be comfortable with but will be necessary to procure new work. Comprehensive background checks for team members will also be prioritised to ensure trustworthiness in handling sensitive data.
We also see marketers increasingly focus on cultivating brand communities particularly among Gen-Z consumers. Platforms like Reddit provide fertile ground for these communities to thrive.
As WFH trends continue, the desire for human connection remains strong; brands can leverage this by creating spaces for positive interactions among like-minded individuals. Crypto for example has one of the most active and engaged online communities, they embody a state of tribalism, they stand behind an identity that echoes their same beliefs and values.
The other question is whether there is a culture crisis. How do we communicate with people who may feel detached and are looking for new ways to connect? We think it’s an opportunity for brands to create new ways to connect whether it’s online or offline. Brands that focus on offline high-end experiences will do well as people seek experiences outside of AI and the digital world. This will benefit travel and experience brands like RedBalloon to name just one.
We see a lot more focus on brand building and the longtail as opposed to the sugar hit of quick leads. Marketers can evaluate which platforms get sustainable results and how they can pivot strategies effectively. With attention spans at an all-time low, the challenge lies in crafting meaningful narratives that resonate on social media platforms. Can we continue to do the most meaningful storytelling on social platforms? Brands that adapt to these changes while focusing on long-term relationships with customers will thrive in this evolving landscape.
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