Mince Pies + Marketing Predictions: Martin Radford, Director Research + Insight, Ebiquity

24 Nov, 2022

Ebiquity's Martin Radford is a sucker for Spike Lee's Nike 50th anniversary and says that brands who spend through tough economic times will come out the strongest in our Mince Pies + Marketing Predictions series.

1. Describe 2022 in three words…
   That was quick!
   
2. Plug those words in What3Words for your 2023 Holiday destination. Where are you going and what’s the vibe?
   Missouri. MAGA. Sheesh.
   
3. Asda, ALDI, John Lewis, Boots or someone else? Which Christmas ad won your heart and mind in 2022?
   I’ve only seen the Asda one, does that count?

1. What’s your favourite ad/campaign of 2022?
   Nike’s 50th Anniversary.

1. Mark Zuckerberg has asked to create your perfect Christmas in the metaverse. Where are you, who is cooking and what entertainment have you got lined-up?
   With family, my mum’s cooking and my son would like a Nintendo Switch which should keep the young entertained and the grandparents entertainingly confused.
   
2. What do you want in your Christmas stocking in the old fashioned real world?
   Photography gadgets have overtaken ones for golf, so something in that area please.
   
3. Elon Musk has gifted you a place on twitter’s board for Christmas. What would you do to turn it around?
   There’s an obvious answer but I’m not sure anyone can….
   
4. What’s going to be hot in marketing in 2023?
   CTV!
   
5. How can marketers and brands ride the storm in 2023?
   Carry on spending and give people a reason to choose your brand, you’ll come out faster.
   
6. 2023 is the Chinese year of the water rabbit, which symbolises longevity, peace and prosperity. What are you hoping for in the year ahead in the world of marketing and advertising?
   I like the trend of advertisers wanting to be effective, not (just) efficient, it changes the conversation.
   
7. Top tip for 2023: What brand should we all be looking out for next year?
   TikTok if it continues eating into people’s time!

And finally...

12. Mince Pies - Christmas food heaven or hell?
Absolute heaven. Hide the scales.