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The Marketer's Toolkit 2021: Navigate through uncertainty

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
  • Brand identity & image
  • Brand purpose
  • Health & well-being
  • Money & finance
  • Influencers, KOLs
  • Purchase behaviour
  • Local communities
  • Advertising regulation
  • Diversity & portrayal in advertising
  • Personalisation
  • Data management
  • Data protection & privacy
  • Data-driven marketing
  • GDPR & privacy law
  • Agility
  • Digital transformation
  • Tech-driven innovation
  • Direct to consumer
  • E-commerce & mobile retail
  • Creativity & effectiveness
  • Long-term vs short-term effectiveness
  • MMM & attribution
  • Gaming hardware & software
  • Developing client-agency relationships
  • In-house agencies
  • Customer centricity
  • Customer experience
  • Marketing in a recession
  • Accountability, C-Suite relations
  • Crisis management
  • Managing the marketing function
  • Marketing budgets
  • Media & communications budgets
  • Packaging
  • Brand safety
  • Digital media consumption
  • Digital media planning & buying
  • Livestreaming
  • Online video audiences
  • Google
  • Search marketing
  • Douyin/TikTok
  • Facebook
  • Media consumption
  • Channel planning, media mix selection
  • Context & position of advertising
  • Behavioural research
  • Diverse hiring practices
  • Talent, skills, HR
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