3 Min Read | Perspectives

Uncommon Predictions

Wondering what’s next in content? We asked our internal experts to tell the future. 

Brands own it

Jake McCabe

Chief Creative Officer

Brands own it

As the big social channels either implode or rapidly evolve, new platforms with vetted audiences and unique creative formats are on the rise. Innovating from the safe base of an owned channel that feeds into this emerging constellation of platform choices will be the wisest (and most agile) approach to storytelling.

Emotion is rising

Lucy Coles

Executive Editorial Director, EMEA

Emotion is rising

It’s no longer enough to rely on clever headlines, and facts and stats that appeal to reason and logic. The B2B marketers who engage their audiences on an emotional level—who lead with the why rather than the what—will be the winners in 2023.

Banks open up

Eddie Ansel

Head of Editorial, U.K.

Banks open up

Financial institutions can’t hide in a recession. In 2023, people will be looking to their banks for reassurance. They’ll want support, advice, and guidance from a knowledgeable, trusted source. Think social and visual to get your viewpoint across in an accessible and engaging way.

AI gets personal

Monica Gojman

Managing Director & Head of Client Services, U.S.

AI gets personal

Consumers and communicators will gravitate toward the enticing ease of AI. AI’s ability to predict and interpret consumer preferences will only bolster the premium placed on personalization. Using automated AI tools to create an informed and highly tailored content strategy based on data and constant optimization will not only change the game—it will radically redefine the playing field.

Health goes mobile

Mark Pabst

Senior Editor, U.S.

Health goes mobile

From virtual appointments to fitness trackers, and from medical apps to contact tracing via text message—in 2023, the smartphone will cement its place as one of the most important health care technologies ever. Want to communicate with an audience about health? Time to start thinking mobile first.

Video is really real

Joe Fanelli

Deputy Executive Producer

Video is really real

Brands will be more willing to push authentic, real videos in 2023. That could be documentary-style content produced by agencies like ours, or user-generated content. “Real” also means videos that level with consumers about reputational or controversial issues. An open and honest video can acknowledge and correct existing narratives.

Brands bet on content

Tara Hauser Pope

Managing Director & Head of Canada

Brands bet on content

A growing need for marketing dollars to return long-term value, combined with savvy, quality-content-hungry consumers, means that owned content designed to delight, inform, and engage will be highly sought after in 2023. Brands will continue to see value in investing in a library of engaging and relevant content designed to decode complexity and build reputation.

Decarbonization is demystified

Tom Blim

Founder & Global President

Decarbonization is demystified

More companies will invest in decarbonization strategies and technologies to capitalize on the big incentives created by the Inflation Reduction Act. As they jump on the bandwagon, companies will have to explain what it is and how they intend to deliver. We’ve learned that details are critical to educate and engage. So don’t shy away from length and multimedia to tell your decarbonization story.

Tools are kept inside

Naomi Forward

Director of Development

Tools are kept inside

Data regulations will continue to change—and quickly. Brands will want to shift away from third-party tools to owned tools wherever possible so that they can stay data compliant. That’s why we’re perfecting client-tailored tools, such as engines that give them an easy way to quantify visuals and to measure content performance.

The truth triumphs

Giovanna Fabiano

Chief Content Officer

The truth triumphs

Pervasive misinformation in the media, compounded by the deterioration of the social media platforms we’ve come to rely on as news sources, has eroded trust and created a deeply fragmented landscape. Brand journalism will be more important than ever, but content must be relevant to the right audiences and accurately reported in order to combat the constant barrage of fake news.