Marketing in 2018; What to expect
summary
Prediction-heavy debate argues that 2018 brings a return to creative fundamentals after 15–20 years of drift, with persuasion trumping short-term promotion, and television effectiveness falling as TV disconnect accelerates and clients bring work in-house. Agencies reorganize around storytelling plus systems, consultancies move into creative land and buy agencies so consultancies buy agencies becomes common, IP and valuation of ideas remain unresolved, and the next creatives are often social-first creatives who blend craft with tech.
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