Why we need a return to genuine creativity in 2017 | The year ahead for advertising and marketing

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Campaign Sunday Supplement January 15, 2017

In-depth reads from across Campaign, covering brands, agencies and media Latest David Kolbusz: 2017 must see a return to genuine creativity David Kolbusz Don't be different for different's sake - let's go back to making truly great creative work that wins over consumers and sells products for brands. It's time for ad agencies to walk taller in 2017, says Lucky Generals' Calcraft Helen Calcraft It's time for our industry to walk taller. Embrace the uncertainty and tackle it with imagination and determination, Helen Calcraft advises. Gird your loins for 2017 Claire Beale Damn us if we're not optimistic that this issue will be a guiding light for the next year in the marketing communications business. David Wheldon predicts the year ahead for marketing David Wheldon Brands need to re-earn trust, focus on the fundamentals of marketing and communications, and combine art and science to truly deliver for their customers. Human machines and brands as educators: the year ahead for cultural trends Trevor Hardy The forces that will shape 2017 are new social contracts between consumers and brands, more 'human' machines, taking it slow and a focus on learning. Jenny Biggam: media agencies will need to get creative in 2017 Jenny Biggam The media agency of the future will need to diversify its services, become a globalised, always-on offering and satisfy an increasing need for personalisation. Planners need to get out of the echo chamber this year Richard Huntington Instead of pontificating from the sidelines, strategists need to enter the field of play and take control of the scrum, says Richard Huntington. The year ahead for radio: this 'dead medium' has never been so alive Lauren Croly The grand old medium is expanding and evolving as it turns the threat of digital audio into opportunity. Insights industry must reinvent itself after disastrous 2016 Alex Batchelor The insights industry got things very wrong in 2016. This year, it cannot simply do better - it must fundamentally change its methodologies. The year ahead for customer engagement Chris Pearce It's not the tech itself that will prove most interesting but how it helps us to better understand and influence consumers, Chris Pearce writes. User experience will become more essential than ever in 2017 Nigel Vaz No longer restricted to just what is on-screen, UX will become central to creating a seamless customer experience across digital and physical platforms. Promoted Tips from the top with Peter Souter Eleanor Hawkins In Campaign's new video series, created in partnership with RedSofa, we speak to the influencers at the top of their game for tips to help aspiring creatives, copywriters and art directors climb up the ladder and up their ad-game. Campaign Jobs PPC Account Executive £25k Dot-Gap, London (Central) Artworker (annual reports) contract hr rate £25-£30 Corporate Communications Recruitment, London (Greater) Account Director £60,000 - £65,000 Maglabs, West Drayton, London (Greater) Business Development Director- 360 Advertising Solutions £50000 - £80000 per annum + bonus, negotiable Ultimate Asset, London Content Marketing Manager - content marketing agency £30-40k plus benefits The Jefferson Group, London (Central), London (Greater) Strategy Director - Global Brand & Design Agency £70,000 - £80,000 + bens Ann Sharman Recruitment, London (Central), London (Greater) Celebrity Liaison and Press Officer £30,316 (Inclusive of London Weighting) The Zoological Society of London (ZSL), Camden, London Head of Communications and Marketing £50,000 - £60,000 per annum + benefits Education Support Partnership, London (Central), London (Greater) Head of Marketing £60 - £70k (equivalent temp rate) The Careers & Enterprise Company, London (Central), London (Greater) Marketing Manager £40 - £50k (equivalent temp rate) The Careers & Enterprise Company, London (Central), London (Greater)

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