Campaign US asked industry leaders to reflect on their favorite campaigns of 2014 and their predictions for next year.
Michael Roth, chairman and chief executive of IPG, discussed campaigns that resonate not only because they are great advertising, but because they have a notion of social good, which is vital in today’s business environment.
The importance of brands standing for something sincere and genuine was touched on by David Droga, founder of Droga5. He said there is a movement toward having a "more holistic view" of the impact of communications over disposable firework moments.
Next year, wearables and the Internet of Things will come into the conversation in a "big way," predicted Bonin Bough, VP of global media and consumer engagement at Mondelez. What he would like to see – but doesn’t expect to – is an exploration of what the world looks like when humans become the media.
Sir Martin Sorrell, WPP chief executive, said the two key issues for him are: content and data/technology, with his company having made key investments in both these spaces, including Vice Media and AppNexus, among others.