Day 15: Key Digital Trends you need to know for 2017

Today’s Countdown to Christmas article features the Ogilvy Key Digital Trends for 2017.

Digital Trends 2017This 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…

Ogilvy Trends Report


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).

In short?

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!

Missed any of my Countdown to Christmas series?
Countdown to ChristmasYou can catch up using the Advent tag.
I’ve covered guest articles from professional communicators who have covered topics including IC research, using Workplace (Facebook at Work), creating a company purpose, IC strategy and much more.

Thank you for stopping by.

What do you think of the Ogilvy report? You’re welcome to comment below or Tweet me @AllthingsIC.

Rachel Miller

Want to learn more about comms?

Sign up to an All Things IC Masterclass – these day-long courses take place in London and boost your comms skills.

Browse what’s coming up and choose the one which is right for you.



First published on the All Things IC blog 15 December 2016.

Submit a comment

Your email address will not be published. Required fields are marked *

How can we help?

All Things IC helps practitioners around the globe increase their knowledge of internal communication.

There’s a variety of ways we can support you including trainingconsultancy and 1-2-1 support to boost your skills and confidence.

Or visit the shop to see everything we offer.

Who has hired All Things IC?

Clients say working with All Things IC leaves them feeling inspired, motivated, full of ideas and ready to turn plans into action.

We’re proud to have been invited to work with, and advise, some of the world’s leading brands.

Get in touch...

Would you like to work with All Things IC? Do get in touch below. Please note we only accept guest post ideas from in-house IC pros who have read the blogging guidelines.

Asking for advertising, back links or pitching services? We do not offer these and will not reply. Thank you.