Ad World: Opinion: Fast Forward to 2024 and Beyond

As we approach the start of 2024, Vaunnie McDermott, Managing Director of CP Dublin, shares her predictions on what we can expect to see in the advertising industry for the year ahead. In the new year, adapting to change will be key for success in branding. Technology, like AI, will enhance targeting, while social commerce will continue to revolutionise social behaviour and benefit brands by shortening the purchase journey for consumers. Additionally, agencies must embrace diversity and prioritize human connections. Understanding consumers and diverse perspectives will drive agency success, making business relationships more engaging.

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