Marketers' predictions 2016: AMV BBDO's Cilla Snowball on putting a premium on human insights

Group chief executive and group chairman of AMV BBDO - and Creative Excellence Winner (Sainsbury's) of Marketing's New Thinking Awards - Cilla Snowball predicts that as tech advances, marketers will need to think more about the human elements of their campaigns.

As the world gets more fragmented, specialised and complicated, there will be a premium on our expertise and capacity to simplify. As it changes at speed, there will be a premium on adaptability, resourcefulness and agility.

As tech provides myriad innovation opportunities, there will be a premium on the human insights with which we drive these innovations. As communications become programmatic and micro-personalised, there’ll be a premium on ideas that pull the strands together and experts who can build those ideas collaboratively and profitably.

There will be a premium on brand/consumer and agency/client relationships. The winning brands will understand their customers better than everyone else, make life simpler and demonstrate the humanity, transparency and responsibility required to build brand purpose and trust.

Read more 2016 predictions from leading marketers

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