Embracing AI, focusing on brand culture and ramping up the battle for attention are in Kantar’s top 10 predicted trends for marketers in 2024.
Purpose vs product: has the pendulum swung too far?
Sarah Morrell, senior client lead of UK Insights at Kantar, explains why she believes why its time to put purpose aside and let product back in the spotlight.
Walking the walk: How purpose-driven marketing can be a force for good
Posterscope MD Tim Sapsford considers whether putting purpose on the media plan allows advertisers to go beyond talking about being purposeful.
“Creativity is always rebellion”: Tom Beckman on why brand purpose is the key to success
Weber Shandwick’s global CCO Tom Beckman speaks to MB about how purpose and risk-taking are key for a brand’s survival in the modern era.