The Drum’s Post

Quick fire session is on....🔥🔥 The Drum Predictions! Richard Draycott from The Drum took on his usual brilliant MC role and here's what the line up said... Tanya Whitehouse, from Elvis said: 'Work in connection with automation but remember that we still need the big creative idea. The tech makes it more efficient - it doesn't replace it!' Close to my heart, Tanya also spoke in favour of remote working and how important it is not to pressure the workforce back into the office. Well bloody said! Emily Smith from Brandwatch went next with:'Consumers have a more mindful approach to technology. They're managing their screen time better. This mindful approach to technology means it's even more important to really think about how brands reach out to their audiences. Communities are growing in importance and brands should look to create or collaborate. Think live experiences - and be bold in how you create an immersive experience.' Kara Osborne Gladwell of Osbourne UM came next: 'Human centric ideas will win for brands. It's easy to optimize to the mean, your brand cannot stand out. Differentiation is key. AI to help brands grow but ideas make you stand out. Rethink how marketing works. Look at how you spend your marketing and get to the bottom of what's working - and what you're standing for. How do you optimize and make good decisions? Your go to is to understand your value, the differentiation to your brand and your measurement.' Kymberley Thomson from Primark said: 'The power is with your employees and their content. Your people are your experts so use those authentic voices. ' Peter Wallace GumGum took it home with an on the money prediction: 'We're moving into the mindset era - your audience is more than their demographic. Think differently and focus on targeting potential customers based on their mindsets. My prediction - we're stepping into the Mindset Era - embrace it!' #predictions The Digital Voice™