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Planners’ Predictions for 0102

Each year we ask some of our BBDO brains to predict what the year ahead might hold.
This year, instead, we asked what we could be sure of as we entered 2021 and whether
our planners were brave enough to make a prediction.

Here’s what you need to know:

WHAT DO WE KNOW FOR SURE AS WE ENTER 2021?

Ecom is queen. Elevating consumer expectations and the need for predictive marketing
analytics to identify patterns based on historical and transactional data. Doing so, will help
brands prioritize investments on a shrinking budget. - CRYSTAL RIX, CHIEF
STRATEGY OFFICER, BBDO NEW YORK & GLOBAL CHIEF
MARKETING OFFICER, BBDO WORLDWIDE

Humanity rises to challenges and the solution almost always relies on creativity and
collaboration, just ask the vaccine scientists. - JAMES MILLER, GLOBAL HEAD
OF PLANNING MARS, BBDO WORLDWIDE

We will be entering tough economic conditions for some time to come. - BRIDGET
ANGEAR, JOINT CHIEF STRATEGY OFFICER, AMV BBDO

We are about to enter the most brutal recession in living memory. - CRAIG
MAWDSLEY, JOINT CHIEF STRATEGY OFFICER, AMV BBDO

The only thing we know for sure is that we know nothing for sure. The role of brands is
crucial, because they can be beacons. Bring us back to the things that are certain. Like
when Ikea used its familiar catalogue as a colouring book for kids. 2021 can only be better
than 2020. As a brand, be part of the hope and optimism and part of the solution. But
make it tangible. - SOFIE VERSTREKEN, CHIEF STRATEGY OFFICER,
BBDO BELGIUM

The perceived value of creativity has decreased over recent years, and it is up to us to
drive that value up again. - ANDY WILSON, HEAD OF STRATEGY, BBDO
ASIA


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Planners’ Predictions for 0102

That life never delivers us what we expect. - MELISSA MILLER, SENIOR VICE
PRESIDENT, PLANNING DIRECTOR, BBDO SAN FRANCISCO

There will be more vaccines, there will be more hope on the horizon and Santa will still
have come to town. - PATRICK MCCONVILLE, PLANNING DIRECTOR,
BBDO DUBLIN

It will be a year of navigating paradoxes, and not so much of choosing one extreme over
another but knowing how to navigate between the two. - PAUL REES-JONES,
EXECUTIVE PLANNING DIRECTOR, CLEMENGER BBDO

BRAVE ENOUGH TO MAKE A PREDICTION FOR 2021?

It will be the year of Qualitative research. After too much focus on big data and a
pandemic that shook consumer behavior, marketers will need to return to in-depth qual,
ideally ethnography, to understand and authentically reconnect with people. -
CRYSTAL RIX, CHIEF STRATEGY OFFICER, BBDO NEW YORK &
GLOBAL CHIEF MARKETING OFFICER, BBDO WORLDWIDE

I’ll see you in the office. - JAMES MILLER, GLOBAL HEAD OF PLANNING
MARS, BBDO WORLDWIDE

We will see a return of many of the things we love - travelling, attending live events, going
to bars and restaurants. - BRIDGET ANGEAR, JOINT CHIEF STRATEGY
OFFICER, AMV BBDO

Everything will return to normal, because people love normal. - CRAIG MAWDSLEY,
JOINT CHIEF STRATEGY OFFICER, AMV BBDO

2020 was the year that we had to come out of our comfort zone, we needed to be flexible
and brave. I predict that the world – and especially Belgium, which was in need of some
bravery - will benefit from this newly gained bravery. Decisions will be made faster,
decisions will be bolder… brands will use this ‘Day 1’ reset to rethink the fundamentals. -
SOFIE VERSTREKEN, CHIEF STRATEGY OFFICER, BBDO BELGIUM


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Planners’ Predictions for 0102

We shape the future, and thereafter it shapes us. - ANDY WILSON, HEAD OF
STRATEGY, BBDO ASIA

People and brands will lean into far-fetched ideas and theories because their sense of
what is real and true was so shaken by 2020 that there is almost no stretch of the
imagination that’s too far to be conceivable. - MELISSA MILLER, SENIOR VICE
PRESIDENT, PLANNING DIRECTOR, BBDO SAN FRANCISCO

There will be no post-war Times Square moment. People will re-emerge from the
pandemic at different speeds and with different scars. I think brands need to be sensitive
to this and not assume that we're all back to normal. We may be through with 2020 but it
may not be through with us. Bleak? Perhaps but I think we need to be honest about it
because it will shape how well we all recover in the longer term. - PATRICK
MCCONVILLE, PLANNING DIRECTOR, BBDO DUBLIN

The most accurate thing I’ve had a futurist share, “Anyone who thinks they can predict the
future doesn’t know what they’re talking about.” Enough said. - PAUL REES-JONES,
EXECUTIVE PLANNING DIRECTOR, CLEMENGER BBDO

WHAT THIS MEANS

The range and diversity of responses confirms what we all already know – 2021 will look
very different for each of us and much remains unknown. But there are things we know
for sure. Collaboration and creativity will be critical next year and we will need to face up
to whatever challenges 2021 brings with hope, resilience and a sense of humour.

Happy New Year from the BBDO Knows team!



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Planners’ Predictions for 0102

ABOUT BBDO KNOWS

BBDO KNOWS is a planning resource for the BBDO network.

BBDO KNOWS offers thinking, strategy, insights and inspiration on key categories, key
themes and consumer segments.

If you are interested in learning more about the way BBDO thinks please contact the
BBDO Knows team, bbdo@bbdoknows.com.

DISCLAIMER

The information and materials in this article are for general information purposes only. Whilst we try to ensure that
all information and data in this article is accurate, complete and up to date, this article should not be relied upon
and you should seek advice if you intend to use or rely upon any of the insights or data contained in this article.
This article must not be shared, downloaded, copied or distributed for commercial purposes without the prior
approval of BBDO. © BBDO 2020 All rights reserved.