There's a war out there for audiences, eyeballs, ears and wallets – and 2014 is another make or break year for brands and marketers. That's how Andrew Waddel, Red Bull marketing director, is looking at next year. He wants to see more fight, desire and competitive spirit fueling creative ideas.
Waddel was one of bunch of top marketers who penned their thoughts in The Annual for AdNews.
Kellog CMO John Broome said there would be no "revolution" from FMCG. As far as he's concerned, the marketing dollars "are staying in TV".
Telstra CMO Mark Buckman writes that 2014 will be the year that the constant change is “magnified”. He said agency and marketing departments will have to change their structure because a new era is coming: Participation marketing and consumer control will take centre stage. Marketers should not fear change in 2014, but embrace it.
Transparency, trust and people power is a recurring theme.
“People's bullshit radars are higher than ever before” says Vodafone's CMO Kim Clarke, which means brands have no option than to be more credible and reliable in the way they present themselves and deal with customers. Brands need to know what they stand for if they're going to get consumers onside.
Likewise Jess Gill, recently appointed general manager for marketing at Woolworths, talked about the need for “honesty, passion and authenticity” from brands and the importance of brands being “meaningful” both for their relationship with customers, but also for their financial performance.
Alan Jones waxes lyrical about the power of social - but not social media. "The original social media was radio," he said, not people with their heads down looking at small mobile screens all day.
If you haven't seen this year's Annual, or need a few extra, call our subscriptions team on 1800 807 760 or you can download the iPad edition from iTunes. Let us know you thoughts on it, and what you'd like to see from us next year.
Other contributors in The Annual include:
• Kurt Burnette Seven West Media
• David Morgan Nestlé
• Mark Buckman Telstra
• Suey Cooper Vivobarefoot
• Jess Gill Woolworths
• Michael Ephraim Sony
• Kylie Watson-Wheeler Disney
• Lisa Ronson Westpac
• Peter McLoughlin CUB
• John Broome Kellogg
• Ryan Tuckerman Art Series Hotels
• James Ajaka Nudie
• Simon McDowell Coles
• Arno Lenior Samsung
• Andrew Waddel Red Bull
• Tom Noble BMW
• Kim Clarke Vodafone
• Vittoria Shortt Commonwealth Bank
• Liz McCarthy Jetstar
• Simon Crowe Grill'd
• Sunita Gloster AANA
• Julie Flynn Free TV
• Jodie Sangster ADMA
• Alice Manners IAB
• Sophie Madden MFA
• Robin Parkes MPA
• Liz Ross Freeview
• Margaret Zabel Communications Council
• Charmaine Moldrich OMA
• Kylie Kwong
• Neil Mitchell
• Garry Linnell
• Alan Jones
• Ruslan Kogan
• Jules Lund
• Tom Waterhouse
• Brendan 'Jonesy' Jones
• Nathan McLay
• Michael 'Wippa' Wipfli
• Jo Porter
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