According to advertising industry experts, this year is heralding change. As we continue to navigate uncertainty – or ‘permacrisis’ – there has been a noticeable shift in marketing’s purpose inside a brand’s ecosystem. The majority of CMOs believe that their role has changed to driving growth but with one key difference compared with previous times of economic uncertainty – that continuing to invest in marketing during a downturn is critical.
Consultancy AAR Partners’ President, Lisa Colantuono, said:
“It is the year of the brand. Business is changing. Industry is changing. Competition is fierce. We continue to navigate a pool of uncertainty whether it is talk of recession, inflation, rising interest rates and the latest banking crisis. However, this time around, marketers realize that it’s vital to invest through a downturn to be resilient. With that said, it’s all about the brand. Marketers are saying “We need to build brand affinity and need a digital first, integrated agency who understands the importance of brand!”
The first AdForum Summit of 2023 opens in New York City on Monday April 17th. Taking place twice a year (North America and Europe), it is an exclusive event that creates opportunities for agency leaders to share their vision with influential intermediaries.
Over 15 consultancy firms from 9 countries are attending the event to meet with CEOs from:
• McCann Worldgroup
• Grey Global
• DDB
• Stagwell
• Accenture Song & Droga5
• Serviceplan & Pereira O'Dell
• DEPT
• Critical Mass
• Havas
• A select group of creative innovators and industry specialists: Deutsch, Uncommon Creative Studio, Orchard, Stein IAS, Argonaut, Zulu Alpha Kilo, System1 Group, Web3 Pro
The consultancy delegation includes AAR Group, AAR Partners, Trinity P3, Bajkowski & Partners, Rojek Consulting, Brand & Business Architects, SCOPEN, Cherrypicker, Tina Fegent Ltd, Hamilton Associates International, Independent Agency Selection, Pitchville, VT Scan, Ebiquity, Madam Worldwide, Lift Relations, FromGoodtoGreat.
AdForum Founder Herve de Clerck said:
“In our omnichannel industry, it’s critical for brands to work with the right agency partner. The Summit delivers a curated agenda of some of the best and brightest agencies in the industry, who are responding to needs and transforming brands. Knowing that digital-first is paramount, one part of this Summit edition will take a deep look at new technologies such as generative AI, ChatGPT and Web3 and how they are building brands. It will be a fascinating week in NYC!”
