Best Trends / Issue #9

It is evident that in these uncertain times, we are recentring on people and brands. The focus is on emotional brand management.Meanwhile, internally, more than ever before, CMOs are people managers, whose main task is to manage people in an agile manner and create an emotional bond between them and the company.

CMO Barometer

What the trend?!

People and emotions are once more the heart of the matter, especially in marketing. The current CMO Barometer analysis reveals what lies ahead of us in the 2023 marketing year.

Metaverse 2023: Three trends, three perspectives

NFTs, VR vs. AR, or even communities: our Metaverse experts Yves Bollinger, Nina Matztat, Christian Waitzinger and Alex Turtschan show us what to expect from Web3 in 2023.

Revolution of computer-generated creation

Artificially generated images and videos take over the communication sector. It is essential that we use this technology in an ethically responsible way, argues Jens Krahe.

How green will CMOs be in 2023?

More marketing power for sustainability? In an interview with Serviceplan CSO Stefanie Kuhnhen, she revealed how green the 2023 marketing year will actually be.

That’s Edutainment!

With shrinking budgets and ever more complex briefs, how can creativity support consumers and their favourite brands in the short-term?

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PENNY and Serviceplan's 2022 Christmas campaign – ‘The Rift’ – is a powerful plea against the divisions within society.

How AI is the key to the advertising effectiveness

The Emotion Engine enables us to understand and benchmark the impact of creation, and to optimise and predict it with AI. This has been tested by Egger, a privately owned brewery.

The Rise of the Creative Shopper

Consumer climate meets ‘cluster crisis’. Julia Zimmermann reveals how shoppers are adjusting to current circumstances and how brands can best react accordingly.

Interested in more content?

Overview of all issues