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.James Collier

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.

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