Best Trends | Issue #14

The future of advertising will be ÜberCreative – or advertising will not have a future. Alex Schill on the importance of ÜberCreativity to shape the brands of tomorrow.

Return on culture: measurable success for cultural marketing

Niko Backspin has shaped the cultural media landscape - and has been a hip-hop journalist for more than 20 years. As Chief Cultural Officer at Serviceplan Culture, he helps brands to access subcultures and decode their values, habits, and codes.

The social media landscape is undergoing a significant transformation. For a long time, platforms like Facebook, Instagram and YouTube served as the primary channels for brands to engage with their audiences. These platforms facilitated a wide range of interactions, from content sharing to gathering consumer insights, and were pivotal in steering e-commerce traffic. However, the tide is turning, and it's crucial for brands to adapt to the evolving nuances and trends in social media engagement.

What actions can a globally active brand take to remain desirable to consumers in times of change? Natalie Shardan, Managing Partner Serviceplan Middle East, uses the example of tourism destination Abu Dhabi to present four principles and explains how to thrive and resonate with consumers in an increasingly dynamic and competitive environment.

Rami Hmadeh, CEO Serviceplan Arabia, and Niklas Lamberg, General Manager Plan.Net Nordics, share their views on why, in today's globalized and digitalized world, it is becoming increasingly important for communication agencies to have a local footprint. A must-read for those seeking to expand their advertising horizons.

IQ + EQ + NQ = Brand Excellence? Nancy Delhalle of the House of Communication Benelux on lessons learned from a decade of branding success in the competitive communications industry and the triple intelligence approach—IQ, EQ, NQ—for building a standout brand.

How do you communicate your corporate culture to new employees in the hybrid world of work? Yves Bollinger knows that virtual experiences take onboarding to a new level.

Get out of your comfort zone: both clients and agencies need to engage in dialogue. They must move away from rigid briefings and towards honest advice, expertise, proactivity, and the ability to get things done.

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