2020 was surely a year of loss and disruption—but also transformation and innovation. In this Ad Age piece [INVNT GROUP] CEO, Scott Cullather reveals some of his top trends for 2021.
As tired as we all may be of hearing the phrase “in these uncertain times,” messages of solidarity reigned supreme in ad campaigns this year. Brands stretched to find ways to connect with their customers, with in-person experiences ruled out as a result of the pandemic, while businesses faced novel challenges, fighting for the attention of their audiences while enduring economic uncertainty. The result across the advertising landscape has been an increase in efforts to personalize, as well as an accelerated push to digitize and innovate wherever possible.
This was also the year of speaking up for social change, with the fight for racial justice more top of mind than ever before. “This was the year of the ‘I Stand With You’ statement,” says Geoff McHenry, strategy director at Wieden+Kennedy New York. “Audiences are demanding action and accountability. Brands can’t dip their toes in on topics that matter to our audience—they have to prove their commitment by lacing their boots up for the long haul.”
Before we say goodbye to 2020 forever—and we are counting down the days—let’s take a final look back at the ad trends that defined the year, with a view toward what lies ahead in 2021.
The human connection
Brands have had to work harder to communicate in a way that feels authentic, with the status quo no longer cutting it. “Personalization will be more important than ever,” says Scott Cullather, president and CEO at [INVNT GROUP]. “We’ll see brands leaning on tech like artificial intelligence in predictive analytics to double down on their audiences, unearth information and shape experiences around it.”
Check out the full article here to read what other industry leaders had to say.