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2015 will herald momentous global change

2015 is a year in which momentous change will coalesce around rapid technological developments, economic reinvention, social revolution and political upheaval driven by rising social activism. This era is akin to the moment in history when the horse-drawn carriage made way for the automobile, predicts our lead sponsor, Interbrand Sampson De Villiers.

As a journalist and B2B editor working for over 20 years in the media and marketing industry in South Africa, consumer and brand trends have always fascinated me.

Curating the 2015 trends in partnership with Bizcommunity.com for #BizTrends2015 has been a real labour of love as it is a hugely creative undertaking.

Consumer insight and media and marketing trends are something every single person with a business and in business should be on top of. The accelerating pace of change in society today impacts on everything in work and play. We've done some of the work for you by curating the top trends from around the globe, locally, and from our generous industry influencers who participated.

We so appreciate our sponsor support in helping make this happen and taking this project to a whole new level: Interbrand Sampson De Villiers, Brand Alive, Millward Brown, Yellowwood, Meltwater, Branded Youth.

Thank you too to everyone at Bizcommunity who worked hard on making this special project work, with its apps, event, associated print products and social and marketing elements: Dries, Andre, Terry, Rod, Bev, Ilse, Leigh, Megan, Jason, David, Ruth, Lesley, Brandon, Mike and Graeme.

Please do forward this newsletter to your clients and network in the industry and in business.

A very happy, bright and shiny 2015!
Louise

Louise Marsland
Specialist Editor: Biz Trends 2015


TRENDS 2015 TOP STORIES


Your 2015: The consumer, content and collaboration
[Louise Marsland] It's all about me, you and what we want. Now. No waiting around. This is the year the consumer and content will dominate and brands learn the meaning of true collaboration... read more>>


15 global trends for 2015
[Curated by Louise Marsland] From the Sharing Economy to Virtual Reality Marketing, a Tactile Internet and Thought Control, these are some of the trends which will influence business and brands for years to come... read more>>


Business and consumer trends for 2015
[Dion Chang] Social activism and the underpinning of digital solutions to major market innovation will characterise this year, according to renowned South African trend analyst, Dion Chang... read more>>


2015: On the cusp of a New Age
[Jez Frampton & Doug de Villiers] Digital technology is ending the long reign of the book as a repository of knowledge and ushering in a world of interconnectedness, intelligent machines, vast data sets, and powerful algorithms... read more>>


Advertising
TREND: Transformation
Industry pundits across the globe and locally believe the industry is experiencing the greatest shift it has ever known, as the scale of change across business, politics, technology and consumer culture accelerates... read more>>
We need more magical thinking

Xolisa Dyeshana

Will this be the year of true integration, with digital woven seamlessly into campaigns and integrated into the fabric of all agencies?... read more>>
This is the content era

Neo Mashigo

The search for black talent to tell the real stories of South Africa is the biggest challenge facing advertising agencies and marketers in the next few years and is already impacting on brand relationships, says Neo Mashigo... read more>>
The year of transformation

Abey Mokgwatsane

The pressure is on the local advertising industry in 2015 with the implementation of the new Triple BEE codes, warns Abey Mokgwatsane, CEO of Ogilvy & Mather South Africa... read more>>
The rise of brand worlds

Felix Kessel

2015 will be a paradigm shift for agencies, says Felix Kessel, CEO of OwenKessel Leo Burnett, as the clients of today are entirely reshaping the agency model and will change the face of advertising... read more>>
Shifting the traditional agency model

Jonathan Deeb

So, has content killed the commercial? No, I don't believe so... but it does present a huge opportunity for brands to take advantage of this content... read more>>
Newsflash: TV will not die

Stu Stobbs

Every year, someone predicts the death of TV ads. They claim the evidence is everywhere, from rising digital media consumption to the increased popularity of the PVR. The only thing is that no one seems to have told TV... read more>>
Great talent is a driver

Odette van der Haar

Selecting the correct medium in order to avoid waste is key to any campaign seeking to provide effective creative results... read more>>
Create work that moves people

Brett Morris

There are shifts in the industry - this is the era of disposable content and a demand for high-value content - the challenge is to still create the emotional work that moves people, says Brett Morris, CEO of FCB South Africa... read more>>
A purpose-filled future

Pepe Marais

The more the world feels devoid of meaning, the more people are attracted to brands that display a deeper sense of purpose... read more>>
A new breed of advertising creative needed

Dr. Ludi Koekemoer

A look into the future demands a look into the past. Many moons ago advertising was fun, agencies provided serious strategic input and media planning... read more>>
Africa
TREND: Land of opportunity
Africa has unique stories to tell, its own problems, it needs its own solutions. Brands need to understand this and collaborate to create homegrown brands in partnership with the African consumer... read more>>
The 'sound' of Africa

Sampa Diseko

Africa is entrenched in oral storytelling, movement and vocal expression. Marketers need to engage with the source of that sound... read more>>
Power to the have-nots

Wayne Naidoo

As conventional models of reaching consumers become radically undermined, initially by mobile, the very notion of what a consumer is will change... read more>>
Digital
TREND: Mergers & Acquisitions
Visual content will dominate the digital and mobile environment in 2015, as rich media and video are expected to increase exponentially... read more>>
Synchronised messaging for all channels

Andrzej Suski

The continued development of digital infrastructure and the ensuing change in social behaviour patterns continue to gather pace in Africa... read more>>
The acquisition spree

Adrian Hewlett

Mergers and acquisitions of agencies across the digital, media and FMCG industry in South Africa continued unabated in 2014 and has revealed a much changed industry landscape for 2015... read more>>
The big online advertising trends

Gustav Goosen

As always, it was a highly competitive space but this year that seemed the case more than ever - especially when it came to online advertising, fuelled by the continued growth of digital... read more>>
Mobile advertising is 2015's 'media giant'

Andrew Kramer

Mobile advertising has been steadily forging a stronghold in the media industry throughout 2014. Looking ahead to 2015, I forsee the continued trend of positive gains and ROI in the mobile social network ad space... read more>>
Full adoption of mobile marketing in Africa

Henk Swanepoel

The impact of the mobile phone is one of the most important changes to have taken place in Africa in the last century. It has changed people, societies, communities and relationships... read more>>
Explosive disruption for marketing

Gil Sperling

2015 will be the year that disruption becomes explosive on the marketing and advertising landscape. Organisations that fail to adequately understand and embrace the coming trends will be surpassed in the market... read more>>
Marketing
TREND: Content marketing
Content marketing will dominate 2015 in the marketing environment as brands increasingly use digital platforms and data gathered from consumers to create and curate relevant content to bolster brand engagement and brand loyalty... read more>>
It's integrated communications or bust

Cécile Missildine

South African communications agencies need to evolve and adapt their skill set to match global expectations and the global industry transition across the media and marketing communications... read more>>
A return to brands with providence

Paul Scanlon

Consumers are returning to products that have distinct origins, providence and have stories to tell, says the newly appointed managing director of Pernod Ricard South Africa and Namibia, Paul Scanlon... read more>>
Convergence marketing

Heidi Brauer

Heidi Brauer, chief marketing officer of Hollard Insurance, believes solid client/agency relationships based on mutual respect, trust and collaboration is at the heart of industry growth going forward into the New Year... read more>>
Don't be scared of advertising

Diane Charton

The brands that will stand out in 2015 will be those that leave the 'herd' behind. This is the view of Di Charton, managing director of the Red & Yellow School, who adds that the shape of advertising will continue to change... read more>>
Winning the marketing race

Johanna McDowell

While the fundamentals will always remain the same, 2015 will also bring 'silo-busting', 'agility marketing', and advertising decoupling and recoupling... read more>>
PR's conversion rate

Bridget von Holdt

PR is evolving at a rapid rate: these days, 'public relations' encompasses everything from social media to content marketing... read more>>
Mega-trend: Overt customer obsession

David Blyth

The fundamentals of marketing excellence will never change. Just like the shopkeepers who earned their customers' trust before the age of branding, powerful brands are those that understand and relate to people... read more>>
It's not all about the money

Doug Mayne

Malls are crazy places and anything can happen. Most importantly the bulk of this country's retail spending takes place in this environment... read more>>
Brands vs Publishers

Melissa Attree

We need to start making better long-term decisions when it comes to building communities with real social business and CRM strategies... read more>>
Back to basics communications engagement

Keri-Ann Stanton

The core of public relations is developing meaningful, relevant, sustainable relationships with media, influencers and consumers... read more>>
Branding
TREND: Brand personalisation
CreativeBloq.com calls it 'human era' branding, this time when the focus is all on the individual and their patterns and brands discover their 'human' side out of need... read more>>
Trends with tension
Every year, the planners at Y&R share insights about how the world around us is changing. But the reality is that it's never black and white. At a macro level, every behaviour, observation and perspective has an inherent tension... read more>>
The power of the crowd

Gareth Pearson

BMi market research chief executive officer, Gareth Pearson, outlines his consumer brand trends in brief, which will shape 2015... read more>>
Brands need a higher purpose

Ann Nurock

Everyone is looking for meaning and fulfilment. Today consumers want meaning and value that go beyond products and services... read more>>
A brand promise

Giles Shepherd

A brand is a promise made. A great brand is a promise kept. It is people that keep promises, and they can only do so if they understand what those promises are, believe and buy into them... read more>>
Your customers hold the power

George Golding

2015 will continue to be all about the customer, for brands... read more>>
The rise of 'me'

Gaby de Abreu

In brand communication, 'knowing your target market' will cease to be about drawing an average every-man in outline, but will rather be about speaking to every individual customer who comes into contact with your products... read more>>
Changing consumer behaviour

Yegs Ramiah

Brands need to help consumers make better choices by focussing on the real issues consumers face, ahead of the bottom line and marketing plans... read more>>
Media
TREND: Programmatic media buying
Programmatic Media Buying is the local trend that will dominate in 2015, although revitalising their businesses for growth is also what most media owners will be focusing on this year... read more>>
Brand safe programmatic environment grows in SA

Paula Raubenheimer

With the global trend, as always, dictating South Africa's way forward, the market is poised to see a growth of spend in this area at a steeper curve in 2015... read more>>
International networks shift SA media landscape

Jacques du Preez

Almost overnight, local South African media owners and advertising agencies have become global players as international agency and media networks continue their acquisition spree in southern Africa... read more>>
Invest in communication and content

Dawn Rowlands

Brands that stand out will create commercial success by attracting more users, more often. Brands that make it easy for consumers to recognise them (and love them) will win... read more>>
The consumer is in control

Craig Page-Lee

The consumer has to be at the centre of brand decisions because they are in control, at the centre of the experience and information flows... read more>>
Media/brands on demand

Chris Hitchings

After an exceedingly tough year in 2014, the media industry and brands need to explore new opportunities such as video-on-demand; second screening; and even longer form content to maximise brand spend and content... read more>>
e-Sports outstrips mainstream sports

Vincent Maher

While big data, content marketing and the cloud are up there in his trends for 2015 too, Vincent Maher, chief innovation officer at Kagiso Media, has also highlighted the growth of e-Sports... read more>>
The disruption of media models

Omar Essack

Traditional media models are broken and new business thinking is required going forward, urges Omar Essack, group deputy CEO of Kagiso Media... read more>>
The African digital revolution

Ravi Bhaya

As the world gets more inter-connected, the Internet of Things will become more of a reality in the emerging markets of Africa... read more>>
Programmatic media-buying surge

John Bowles

John Bowles, joint-MD, of the Newspaper Advertising Bureau (NAB), predicts more private ad exchanges playing a role in the market. read more>>
Social Media
TREND: Hashtag social activism
Social activism is a massive social media trend and doesn't just pertain to global events as we saw in early January 2015, but can also target brands... read more>>
The importance of social listening in 2015

Heidi Myers

Social listening is arguably the most significant technology to hit marketing since social media itself. It will be a huge trend in 2015. So, what is social listening and why does it matter?... read more>>
Online influencers are the billboards of 2015

Mike Sharman

Influencer marketing, Africa and reaching the Millennials in the hidden, dark spaces they inhabit online, means brands need to enhance their cult status to win over Generation Z. read more>>
Strategy
TREND: Brand storytelling
One of the biggest shifts in marketing communications recently has been the shift towards telling the authentic stories of brands and their consumers... read more>>
FCB's 20 macro trends for 2015

David Smythe

Brand storytelling, purpose-driven brand building and increasing choice are some of the mega-trends for 2015 identified by FCB Cape Town's strategy team in this exclusive presentation published on Bizcommunity.com first... read more>>
Empathic work that solves problems is critical

Alayne Reesberg

The future relies on the youth of today, creative people who can 'make', crafts from the past and a commitment to get involved and solve problems from the ground-up... read more>>
Avoiding 'Infobesity' and harnessing opportunity

Sid Peimer

When asked if I have a crystal ball, my response would be: "No, it's just the way I walk." Predictions may not make us walk funny, but we certainly need to know where we're going... read more>>
A return to marketing fundamentals

Adene van der Walt

There are five key strategies that marketers and advertiser's need to embrace in the following year. The key take out: deliver products that are up to date and innovative, while remaining true to what your brand's core values are... read more>>
Youth
TREND: The millennial effect
Cynicism and skepticism by the millennial generation towards brands' marketing efforts can be explained by the constant feeling of financial insecurity that has become their way of life over the past few years... read more>>
Keep an eye on Generation Z
What marketers also need to keep on their radar is the approaching 'Generation Z', who it seems have 'wised up' about the future somewhat after going through the global recession with their families... read more>>
SA youth lifestyle and culture

Bradley Maseko

From personal brand differentiation, spending and media behaviour, to the trend of visual domination, 2015 will be an impactful year for the youth of South Africa... read more>>
Consumer Research
TREND: The experience brand
From 'Me' brands, to category collapse in the retail sector, mindful business and new definitions of power; and design-led experiential public spaces - JWTIntelligence has produced a superlative vision of current consumer culture and expectations in 2015... read more>>
Shopper marketing

Sarah Britten

The era of consumer marketing is over, and now we're in the age of shopper marketing. With retail as the new centre of marketing gravity, agencies, clients and media across the spectrum need to get to grips the new marketing reality... read more>>
One consumer culture
All around the world, internet users are increasingly sharing one culture. In the most recent Ericsson Consumer Lab survey of 23 countries, they found that more than three-quarters of consumers browse the internet... read more>>
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