As the marketing and advertising industry emerges from 2022, we at Ardmore are looking ahead with optimism about the opportunities and growth that this year will bring.
We sat down with a few of our colleagues and chatted about our predictions for 2023 and what we believe will shape the months ahead. Here is what we are expecting:
Miriam Moertl- Deputy Managing Director
2023 is going to be a smashing year for the Ardmore Group. We’ve big ambitions for our Clients and the direction of the Group itself.
We hope that our Clients and indeed our industry too, can leave behind the distraction of an imbalanced labour market. In addition, we inevitably move into the new year anticipating further economic tightening and the impact that has on the consumer.
But if we’re honest none of that is new so in that respect, it’s more of the same for us all- I’d like to think we’re match fit at this point.
The new (or return!) that we’ll be embracing…
As an agency we represent trust, integrity, and brutal honesty. And that stands us in great stead for 2023. The truly collaborative, two-way, together-because-we-can-achieve-great-things-together client agency partnership is back. We’ll see more and more ‘war room’ scenarios but the difference being the conversations not being centred around reactive tactics but proactive, visionary, strategic longer-term planning.
The pandemic stifled us all…the communications and creative industries, and the worlds in which brands operate. And there’s been a hangover, but that’ll be left behind with 2022. We’re going to see the return of bravery– in our behaviour, our creativity, our decisions, risks being taken. Be different. Take the plunge. Be creative! What’s the worst that can happen?
We’ve transformed how we’re able to measure success with the 2022 acquisition of performance marketing agency Built for Growth. We’re now match fit to embrace the inevitable explosion in demand for data driven metrics. The foundation of effectiveness, with a build of analytics, equals through the line, bullet proof, credible, compelling campaign measurement.
Paul Bowen – Executive Creative Director
“Give me the freedom of a tight brief’ – David Ogilvy
Creatives and creativity flourishes when pressure is applied, and as the economy contracts we will feel pressure. However, as has been proven in the challenges we’ve all faced in the last few years – pressure makes diamonds. So, for the year ahead we can expect to forge even stronger relationships with our colleagues and our Clients as we collaborate to make the most of every opportunity, resulting in truly inspiring and motivational campaigns that will be rightly celebrated for contributing to the return of our more prosperous economy.
Alison O’Neill – Media Director
Light relief: TV as a form of self-care?
Previously viewed as a little unhealthy the art of doing very little is coming to prominence in 2023. The number one activity to maintain general wellbeing in 2023: watching TV (Foresight Factory 2022).
But where oh where are we watching our videos? Viewing is splintered across live TV, Video on Demand and YouTube. Blended viewing media strategies are a must for 2023 with a final shift away from rivalry between digital and linear planning for video. Their power lies in working together.
Ed Henderson – Planning Director
Cost of living will continue in 2023 – brands don’t need to reflect it, just support consumers with value.
Great advertising is influenced by the big shifts and dynamics happening in the world around us. The “mood music” as I like to call it. Right now, the music is muted and tense – largely driven by the impacts around the cost-of-living crisis. How brands tune into this and more importantly, communicate with consumers will be a key trend across 2023.
For brands, stepping delicately to the mood music in 2023 will be essential to their growth. Reach Solutions commissioned research earlier this year around the topic and, found only 24% of UK adults agree brands have the credibility to focus on the cost of living in their advertising.
In 2023, brands need to be aware of the challenges people will continue to face but avoid reflecting the hardship. Instead, focus on creating and placing their unique benefits to consumers front and centre in their advertising.
Paul James – Strategic Business Director
2023 will be all about being relevant to your audience.
It feels like we’re jumping from one crisis to the next. The cost of living, inflation and interest rates are putting people under pressure.
A recession will see the age-old challenge on marketing budgets. Do we baton down the hatches or invest in our brand?
History shows us that those who invest in their brand, innovate, and disrupt tend to come out on top.
So, I predict the big winners by the end of 2023 will have invested in marketing, built their brands when the competition pulled back, and ensured that their products and marketing were relevant, and insight driven.
Nothing new… but I bet it works.
Andrew McComb – Co-Head of Consultancy & Services – Built for Growth Digital
We’d hope 2023 represents a good opportunity for us to return to meaningful year on year comparison and analysis. The past few years have been very irregular in a positive and negative sense due to COVID (and other forces). It’s been more difficult than normal lately to reflect on ‘like for like’ performance and hopefully we can return to that as data is unbelievably important to us!
2023 represents a milestone moment for eCommerce also as we see Google Analytics 4 replace Universal Google Analytics. We’ll also see much more on what Apple’s intentions are as they continue to step into the world of digital advertising! These are two potentially seismic changes to prepare for.
With the cost of living crisis in full swing, we expect the ‘consideration phase’ of a purchase to become longer and more important. The strength of your brand, your promises and your proposition are more important now than ever! With more touch points in play than ever before, we’ll be focusing on helping our clients send the right message to the right audience at the right time, across more channels than ever before.
Jodi Murnin- Digital Marketing Manager
It is likely that there will be a push on ecommerce directly on social media platforms such as Instagram, TikTok and Snapchat which will grow even stronger this year. Livestream shopping will be perfected and possibly become mainstream in 2023.
Meta will likely introduce more features into the Facebook app to get people excited about the metaverse, which has not gained much popularity in 2022. These features already include creating avatars on Facebook and augmented reality experiences available through filters.
User-generated content will be on the rise massively, which is relatable and more likely to lead consumers to make purchases. This will be rolled out in the corporate and professional world, with celebrities/influencers leading. With the rise of BeReal and TikTok Now in 2022, users want to see more authentic content on social media. These features largely became popular because of their in the moment nature where there is no time to fix one’s makeup or retouch photos.
Whatever happens, there is no doubt that social media will continue to flourish throughout 2023.
