WPP leaders forecast key trends shaping the landscape for 2024

As the year 2023 comes to an end, with opening multiple avenues for Artificial Intelligence (AI), Augmented Reality (AR) and Virtual Relaity (VR), the world is anticipating newer potentials and prospects for 2024. In such a scenario, WPP, the creative transformation company, has released a video, in which its leaders shared their views about the major trends that will shape marketing and communications in 2024.

The insights from WPP leaders provide a comprehensive overview of the key trends that are expected to shape the marketing and communications landscape in 2024. Let's break down the key points that the leaders made:

Leveraging Artificial Intelligence (AI):

WPP leaders emphasize the increasing importance of AI in driving business strategies. The scaling of AI is predicted to play a crucial role in 2024.

Daniel Hulme, Chief AI Officer at WPP, highlights the evolution of large language models, indicating their ability not only to produce text and imagery but also sound and video.

Social Media Impact:

The growing impact of social media is acknowledged as a significant trend. Brands are encouraged to find creative ways to stand out and connect with their audience in the crowded social media space.

Technology with more pros than cons:

Allison Spray, Global Head, Intel+Tech Innovation at Hill+Knowlton Strategies, believes that technology may be opening us up to risk but it's also helping us to mitigate it.

Democratization of Production:

Saulo Rocha, Chief Creative Officer at DAVID Madrid, notes that AI will empower individuals who haven't had access to production capabilities before, providing new and fantastic opportunities.

Intersection of Influencer Marketing and SEO on TikTok:

Vickie Segar, Founder at Village Marketing, introduces a unique trend for 2024—the intersection of influencer marketing and SEO on TikTok, indicating the evolving landscape of digital marketing platforms.

Privacy-First Marketing Ecosystem:

In the current privacy-first marketing ecosystem, zero-party data is highlighted as critical for building trust with customers and enhancing customer experiences, as mentioned by Audrey Kuah, CEO, Asia Pacific, Wunderman Thompson.

Digitization of Fan Experience:

Bukky Moemeke, Global Director at Wavemaker, predicts the digitization of the fan experience, suggesting that technology will play a pivotal role in enhancing engagement and interaction in the sports and gaming industry.

Innovation in Entertainment:

Luiza Baffa, Managing Director at AKQA Casa, anticipates that brands will experiment with new ways of creating and producing entertainment, showcasing the importance of innovation in marketing strategies.

Sound as a Brand Element:

Michele Arnese, Founder and Global CEO at amp, highlights the role of sound in the brand world, emphasizing its influence on consumer emotions. Sound is gaining momentum as a significant element in brand communication.

Craving for Inspiration and Unconventional Partnerships:

Katie Rigg-Smith, Chief Strategy Officer at WPP, notes the current global craving for inspiration. She suggests that new ideas, unconventional partnerships, and fun experiences will be crucial for brands to connect with their audience.

In summary, the WPP leaders foresee a future where AI, social media, privacy, innovation, and sustainability will shape the marketing landscape. Brands are encouraged to embrace these trends to effectively communicate and market their products in 2024.