Advertising Age: 2008 Trends

Advertising Age has posted two articles on trends to watch in 2008. Some of them are the usual suspects, like the growth of digital and the desire for more accountability in advertising. However, there are a few interesting items of note.

EMERGENCE OF THE 'RENAISSANCE MARKETER'
A new breed of
marketing professional is emerging -- individuals with a holistic view
of the world and extraordinary observational powers. These "renaissance
marketers" will be part humanist, part psychologist, part
anthropologist and part technologist. Cookie-cutter marketing will no
longer survive as marketers must take a broader view of the consumer
and customer. This includes the need to be socially responsible and to
embrace key trends such as green.

MARKETERS HIT A ROUGH PATCH
2008 will be about the
economy and politics. Growth is slowing, fuel prices are high and
credit is tight. That's a difficult mix for marketers to face as
consumers will continue to pull in the reins as disposable income
tightens dramatically. With caution flags waving, marketers will keep
expectations and spending plans modest. Combined with lots of political
"tax-raising" rhetoric , there will be plenty of room for nervousness.
But political ad spending will more than make up for sluggish
brand-marketing investments.

You can view both trend articles here and here.