Marketers have been suffering FOFO (Fear of Finding Out) for a long time. The attitude so far has been a mix of “If it ain’t broke, don’t fix it.”, “Look at our metrics” and “If a tree fell in the forest – and we didn’t see it – did it really fall?” The issues have been as diverse as organizational structures, agency ecosystem, media spend, ad fraud and digital measurement.
As Campaign and R3 launch CMO Outlook in EMEA, Greg Paull highlights how this new network of marketers will seek to be “peer-led, not industry shaped” and produce insights that are “forward-thinking, not retrospective.” CMO Outlook is not about aspirational goals. We are not set on fueling the imagination with more “new ideas.” We are not looking to predict what will happen two years from now, nor will the findings deliver a bullet-point list of trends.
The holding companies might be losing as much as 23% of their revenue year-on-year, but new business has remained relatively resilient through 2020. In the first half of 2020, total New Business revenue decreased 10% globally – but creative agencies are having to find ways to do more with less. Read more about new business in H1 2020
The role of financial institutions and the stewardship of those brands have become more important during the pandemic — where possible, providing liquidity, support and necessary forbearance to people undergoing difficulties. In our latest category update for Financial Services, we look at how marketers can leverage entertainment, rewards, and frictionless payment to grow customer engagement. Available upon request (marketers only)