Five trends that will disrupt the industry

James Collier, head of digital at Bohemia, outlines five trends that will change the nature of the business.

Who in advertising doesn’t love a good trend? I certainly do and in January each year it feels like Christmas, Easter and my birthday all rolled into one. Every agency and their mother pops out a trends deck and the world is full of thoughtful and often insightful thinking.

So why bother pulling together a trend list in April? Surely the boat has sailed. Maybe it has or maybe the air is just a little clearer now.

In my opinion any prediction worth its salt is based on a quantifiable behaviour that is happening now. It works for the weather and it can work for communication, which is why, just like the Bureau of Meteorology, I have based my future views on data accessible today.