Marketing's future lies in consumer engagement
Janet HullIPAMelanie HowardFuture Foundation
How consumers engage with brands will determine marketing's future success, according to The Future of Marketing and Agencies, a joint report by The Future Foundation, IPA and Advertising Week Europe 2015. The report identifies the drivers of change, providing ten-year scenarios to guide agencies and clients on strategic choices for their futures. Janet Hull and Melanie Howard explain.
During our research, we conducted an in-depth analysis of consumer trends, consultation with CMOs, a review of the previous 2006 IPA Futures report, and a series of...