1. BBDO asked some of their experts to share predictions for 2018 regarding changes in advertising and marketing. 2. Several predictions were made around the growing importance of brand utility in driving love, the overhype of new technologies like AI and VR with many predictions being wrong, and data efficiency continuing to reduce creative work. 3. One prediction was that agencies like BBDO will fight back against platforms and consultancies that have taken business and talent, by combining data tools with brand planning skills.

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2018 Predictions by
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2. G E T A D V E R T I S I N G S M A R T
2018 Predictions by BBDO
BBDOhttps://www.linkedin.com/in/mohammed-
It’s that time of year when we all look forward and attempt to predict some of the
changes that will unfold over the next few months. At BBDO Knows we thought we would
ask some of our brilliant BBDOers for their thoughts on what lies ahead.
1) “UTILITY WILL BE THE PRIMARY DRIVER OF BRAND LOVE.”
CRYSTAL RIX, CHIEF STRATEGY OFFICER, BBDO NEW YORK
The flashy ad campaigns alone will not earn your brand a place in culture. Brands will
earn fame by creating meaningful, useful, and relevant tools & experiences to meet
the needs of consumers. We will win by doing both, brand utility and cultural busting
campaigns brilliantly.
2) “A LOT OF PEOPLE WILL SAY A LOT OF THINGS ABOUT AI, VOICE
SEARCH, NEUROMARKETING AND VR. MOST OF THEM WILL BE
WRONG AND NO ONE WILL CALL THEM ON IT.”
JAMES MILLER / EVP, HEAD OF PLANNING – MARS, BBDO
WORLDWIDE
A lot of people will say a lot of things about AI, Voice Search, Neuromarketing and
VR. Most of them will be wrong and no one will call them on it. Sure we need to
embrace the future and understand how it’s shaping up but focus on doing brilliant
stuff in the here and now. That’s the best way to ensure you’re around for the bright
AI, VR, Neuroscience fuelled future.
3) “DATA & MEDIA EFFICIENCY WILL CONTINUE TO REMOVE CREATIVE
OXYGEN.”
ANDY WILSON, HEAD OF STRATEGY, BBDO ASIA
Data and media efficiency continues to remove the creative oxygen out of the
industry, and more inroads from the consultancies into agency land.
4) “AGENCIES LIKE BBDO WILL START TO FIGHT BACK.”
HANS LOPEZ-VITO, CHIEF STRATEGY OFFICER, GREATER CHINA,
BBDO

3. G E T A D V E R T I S I N G S M A R T
2018 Predictions by BBDO
BBDOhttps://www.linkedin.com/in/mohamme
I’m a big optimist. I believe agencies like BBDO will start to fight back [against] the
digital platforms and consultancies who’ve stolen some of our businesses and
brightest talent. This will happen as we weave new data tools and capabilities with the
classical brand planning skills we’ve always been known for, which will be attractive to
young planners looking for an enriching career.
5) “GOOD BRANDS WILL THRIVE.”
ILARIA FRUSCIO, PLANNING DIRECTOR, DLV BBDO, ITALY
With Gen Z entering marketer’s radars alongside Millennials, brands will need to find
ways to get people talking. Good brands will thrive. Consumers will increasingly look
for brands that fill a positive role in society and take a stand. Thinking about the social
platforms, smart creative work will be co-created. More and more, we will create
content, turn ideas into news, and introduce concepts that work in real-time.
6) “MOST PREDICTIONS WILL BE WRONG.”
BRIDGET ANGEAR / JOINT CHIEF STRATEGY OFFICER, AMV BBDO
HAPPY NEW YEAR FROM THE BBDO KNOWS TEAM.

4. G E T A D V E R T I S I N G S M A R T
2018 Predictions by BBDO
BBDOhttps://www.linkedin.com/in/mohammed-
If you are interested in learning more about the subject of this article, please contact
Giovanni Palazzo-Corner, Researcher, palazzo-cornerg@bbdoknows.com.
ABOUT BBDO KNOWS
BBDO KNOWS is a planning resource for the BBDO network.
BBDO KNOWS offers thinking, strategy, insights and inspiration on key categories, key
themes and consumer segments.
If you are interested in learning more about the way BBDO thinks please contact Melanie
Norris, Global Planning Director, norrism@bbdoknows.com.
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