Today’s Countdown to Christmas article features the Ogilvy Key Digital Trends for 2017.
This yearly trend report is a must-read and is published by two of Ogilvy’s digital and innovation leaders, Marshall Manson @Marshallmanson (pictured top) and James Whatley @Whatleydude.
The 89-slide report is essential reading for professional communicators so I’ve decided to include it in my Advent series.
In it they outline where they both believe the digital and social landscape is headed and what brands and agency partners should do about it.
I like the fact it’s in two parts – a review and grading of their 2016 predictions, plus a look ahead to what the future holds in 2017.
Grab a cuppa, it’s worth a read.
What do I think?
I like this slide…
However, what really struck me from the report was the part about ethics. See slide 47. It resonated with me.
Marshall and James state: “Brands need to be prepared to live these ethics through their own comms and products, and to defend them as part of their brand values. Deﬁne principles, values and standards now, and be prepared to live with them for the long-term.
In a world with no cultural walls, brands must assume that everything is everywhere.
“Make friends with some ethics and philosophy experts. You’re going to need them. (2020 trend prediction: Corporate demand for philosophy graduates reaches highest level since Aristotle).
Define your own ethics before they’re defined for you.
I couldn’t agree more!
I also like this part about pivoting towards B2H (business to human).
“Comms approaches are traditionally deﬁned by B2B or B2C. But human considerations outweigh all else. You need to connect with them on a human level.
Ethics is at the core of what it means to be human. So you have to live them — put them front and centre.
Which means your human voice has to be front and centre too.
“Develop a narrative that’s about more than just product. Communicate proactively and frequently. Build the story before questions start.
In a fragmented media environment, traditional media voices are less relevant. You need your own voice to cut through.”
What do I think?
Well I can’t think of anyone better placed than employees to be the human voice!
Employee voice is an integral part of Engage for Success’ four drivers of engagement.
This topic matters and you need to start thinking properly about it.
You can find conversations about the Ogilvy Key Digital Trends for 2017 online #OgilvyTrends2017 and view the whole report below.
P.s. Congratulations James on the birth of little Bobbie, what a way to end a year!
Thank you for stopping by.
What do you think of the Ogilvy report? You’re welcome to comment below or Tweet me @AllthingsIC.
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First published on the All Things IC blog 15 December 2016.