No Such Normal 2024: white paper launch event key takeaways
Amidst a global cost of living crisis, 2023 was the year consumers became more discerning about the products and services they bought - so it was increasingly important for brands to be transparent in their messaging and promote value at every opportunity.
But if you’re in marketing, you must be comfortable with change.
So, to help you kick 2024 off with a bang, we reached out to our trusted media partners and, of course, our team at Accord, asking them to provide their candid opinions on the year just gone and the year ahead. Their valuable insights and unbiased perspectives resulted in our No Such Normal 2024 white paper, launched yesterday at the Mail Metro Media office in Kensington.
The morning began with a short, but incredibly insightful ‘key takeaways’ session – presented by Accord’s Media Strategist Alex Newlin and Creative Strategist Matt Price. Together, they explained the format of the report, the reasoning behind it, and the seven channels covered, distilling each into three key takeaways.
It perfectly warmed the room up for the panel session, which was moderated by Accord’s Strategy Director Jasman Ahmad, and involved Nick Gee from Radio Experts, Gregor Chalmers from The Kite Factory, Hannah Barnett from Mail Metro Media, Nicci Loudon from Talon, and Accord’s Senior Digital Account Manager Dominic Dennis.
Four questions were covered:
Throughout 2023, what one thing had the biggest impact on your channel?
Showcase your favourite example of a 2023 campaign.
What top trends are you predicting for 2024?
In 2024, how can a brand get the most out of your channel with their marketing budget?
Each expert gave their own take on each question.
Gregor Chalmers, representing the TV sector, emphasised the evolving landscape with a focus on prioritising content over platform differences. He highlighted instances like ITVX and C4 leading the way in collaborative TV campaigns that integrate streaming to enhance message impact and engagement. Looking ahead, he anticipated a resurgence in TV and cinema, attributing it to a priority on content and major events.
Nick Gee, our expert in Audio, discussed the thriving commercial radio sector, marked by increased investment in talent. He underlined the return of creativity, showcasing brands leveraging classic tracks and storytelling techniques as standout. Looking forward, Nick discussed advancements in tracking and attribution within audio, and touched upon a cautious exploration of AI in scripting and creative production.
Nicci Loudon, representing OOH, shed light on the channel's strategic shift towards sustainability and a carbon-neutral future. She cited the 'British Originals 2.0' campaign by British Airways as a prime example of how creative impact and dynamic content drives engagement potential. Nicci also emphasised the increasing accessibility of programmatic OOH and its transition towards data-driven outcomes in the absence of third-party cookies.
Hannah Barnett, discussing Newsbrands, highlighted the significant impact of Meta and Google reducing support, leading newsbrands to adapt to new platforms like podcasting and TikTok. She showcased the success of the 'Come and Say G'day' campaign, a collaborative editorial and branded content initiative that repositioned Australia as a top destination. Hannah emphasised the continued investment in digital domains, leveraging first-party data, and the introduction of new ad formats.
Dominic Dennis, the voice of Digital media, covered various hot topics surrounding the ever-changing digital landscape and what this means for marketers. Most notably, he discussed the importance of video and how to get the most out of your budget, the rising trend of social searching and the impact of consent banners for reporting accuracy and performance. His closing statement recommended putting the growth of databases at the top of the agenda as first-party data will become key as we enter this privacy-safe world.
Jasman concluded the session by prompting the panel for their closing comments. The verdict was a strategic balance: amid the rise of first-party data, better measurement, and AI, there's a resounding call back to marketing fundamentals – such as understanding your audience, deploying great creativity and assigning each channel a distinct and purposeful role.
The full 2024 white paper is now available for you to download. We hope you find it interesting, and, above all, useful. If you have any questions or would like to talk to us about brilliantly joined-up marketing, please contact jasman.ahmad@accordmarketing.com.
Jasman Ahmad
Jasman is our Strategy Director and responsible for combining creative thinking with factual and statistical data to plan and solve clients’ biggest challenges.
