THE YEAR AHEAD: Evolution at warp speed
Digital tech is rapidly disrupting marketing, and all that seems certain is that spending will slow along with the global economy
Management guru Peter Drucker once said trying to predict the future was like driving down a country road at night with no headlights while looking out the back window.
That sounds right for brand marketing this year, with the World Advertising Research Council (Warc) predicting that adspend for 2022 and 2023 will slow dramatically due to the global economic crisis, supply chain disruption and structural technology shifts. This, the company says, means that about $90bn in potential spending growth for these two years is off the table...
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