Effectiveness, Fraud, Frugalonomics: Adland Leaders Share Their 2023 Predictions

05 Jan, 2023

What will be the defining trends in 2023 and what will businesses prioritise in a year that's widely expected to deliver extensive disruption? We asked a selection of adland's leaders to share their views on what to expect this year.

It’s the time of year for adland’s movers and shakers to share their views on what will be the defining trends of 2023. We spoke to an eclectic mix of industry leaders to gauge what key players will prioritise in what is set to be a turbulent year characterised by extensive disruption, innovation and behavioural shifts.

Paul Frampton President - EMEA, Control v Exposed:

What’s going to be hot in marketing in 2023?
1. Proving the effectiveness of marketing investment.
2. Convergence of IT and Marketing (Digital Identity, CDP’s, 1 st party data)
3. Retail Media – growing like wildfire

How can marketers and brands ride the storm in 2023?

Have a growth mindset – see it as an opportunity to be bolder, as with the pandemic. Revisit your value proposition and where you want to win and then build for that future state, fast.

What are you hoping for this year in the world of marketing and advertising?

I am hoping that given the lessons we have learnt around investing through a recession whilst right sizing, will mean that we set up the industry to be more focused on the significant value creation that great marketing generates which will give all of us greater longevity in the boardrooms of global brands.

Top tip for 2023: What brand should we all be looking out for in 2023?

So this is cheating a little, but I think ChatGPT will dominate a lot of conversations in our industry and amongst consumers. The possibilities and potential of AI/Machine Learning have never been so clear and we will start to see AI eating more and more roles. We had better keep a close eye on this trend as what can be automated, will be automated - as we have seen from the disruption in the media and creative space in the last 5 years.

Dinah Wiliams, Founder and Director, The Avenir Network:

What’s going to be hot in marketing in 2023?

More scrutiny of ill-advised marketing budgets. Now is the time for brands to express their ‘so,what?’ message to increasingly savvy consumers who put social impact and social justice credentials at the top of what they want from brands.

How can marketers and brands ride the storm in 2023?

Understand who all your customer audiences are, create authentic campaigns that speak to them, and make sure you have voices and expertise from those communities across your complete creative cycle. Consumers look for authenticity and you can’t just buy authenticity - consumers see through this approach.

What are you hoping for this year in the world of marketing and advertising?

Long-term commitment from brands to be truly inclusive and representative of all their consumer groups, as well as their commitment to social impact and social justice issues.

Top tip for 2023: What brand should we all be looking out for next year? 

That’s a tough one, but I hope we see more brands taking Patagonia’s approach of prioritising people over profits.

Thomas Kolster, Marketing Activist and Author, Goodvertising/The Hero Trap:

What’s going to be hot in marketing in 2023?

I care about making marketing that matters in the long term without leaving harm. All that hot or not is what makes marketing (and especially brands) zigzaggy and irrelevant.

How can marketers and brands ride the storm in 2023?

Focus on making a meaningful difference in people’s lives. It’s needed now, more than ever.

What are you hoping for this year in the world of marketing and advertising?

We stop fucking up and embrace a new, more sustainable marketing paradigm.

Top tip for 2023: What brand should we all be looking out for this year?

Your own. Think about how you can make it better and an inspiration for everyone else.

Richard Dennys, CEO, Webgains Affiliate Network:

What’s going to be hot in marketing in 2023?

Survival of the profitable/cash positive; still being bold but not wasting a penny. That’s about it I’m afraid. Indifferent capital has left the building. The era of frugalnomics is now upon and among us.

How can marketers and brands ride the storm in 2023?

Stop looking at historic data, endlessly trying to hunt cheap reach to drive instant ROI – right now yesterday and tomorrow are not speaking the same language. Use the force a bit more and feel your way though, day by day and actually work to build a decent defendable and differentiated brand story. Also, here’s a career tip. if you have two years service, whatever you do don’t resign your job, you might not get another one for a while.

What are you hoping for this year in the world of marketing and advertising?

All the startup-braggers, property-hustlers, crypto-bros and get rich quick and easy scammers to completely S.T.F.U. Ditto sports betters.

Top tip for 2023: What brand should we all be looking out for this year?

Your own personal one. Not too shiny, not too dull. Be honest, kind and hardworking and you will be OK.

Julia Smith, Founder and Managing Director, The Digital Voice:

What’s going to be hot in marketing in 2023?

 The fight against ad fraud. The fight is on and big change is coming against it.

How can marketers and brands ride the storm in 2023?

Lean in, not out. Think about what works for you and your company and let the data on engagement and success be your guide.

What are you hoping for this year in the world of marketing and advertising?

I still want to see innovation, bravery, excitement and energy. Go against the fear and go big.

Top tip for 2023: What brand should we all be looking out for this year?

Brands that bring joy at a price that is affordable. Products that make people’s lives easier. Tech that enables innovation and performance. People who love what they do and who make other people’s lives easier and happier.

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