Three Trends I See for 2023: Perry Essig – TBWA Asia

We ask industry leaders to give their take on what’s to come in the year ahead and reflect on the year passed.

As 2023 starts to gather its stride for another sprint around the sun, we have asked industry leaders to offer up their take on the year passed, and what they predict might be on tap for the year ahead.

Next up is Perry Essig – Chief Creative Experience Officer at TBWA\Asia, a position he has held since being appointed to the role last summer.

Looking ahead to 2023, Essig foresees greater emphasis on holistic experiences, deeper integration with AI, and – thankfully – the return of humour.


What are three trends that you’ll expect to see in 2023?

Rise of holistic brand experiences

I think we’ll see a rise of more holistic brand experiences – this means not just traditional advertising, but immersive work across channels that truly meet the consumer where they are. The real trick though, is providing value through these experiences, so they are welcomed rather than ignored or found irritating.

Integration of AI

It’s no longer going to be good enough to say “This was created by AI”. Instead, the process would need to bring something new or unexpected to the table. I think agencies will have to move past the novelty phase of generative AI and start figuring out how to truly integrate it into creative processes.


Return of humour

Humour seems to be making a return; and I desperately hope so. After a couple of really dark years, most of the world is ready to laugh again.

Looking Back on 2022

What was your favourite trend in 2022?

I love that the level of inclusivity (both in agencies and in casting) is continuing to rise, and not just in a token way. The industry is finally beginning to reflect the world’s diversity – which is better late than never.

What are a few of your favourite campaigns of 2022?

At the risk of being seen as a homer, I always love the work Apple does. From China’s “The Comeback” and “Everyone But Jon Hamm” Apple TV spot, to “The Greatest” which is just what it says on the tin.

Apple, The Comeback

Apple, Everyone But Jon Hamm

Apple, The Greatest

The Heinz work from Rethink is another favourite, and one of the few pieces of AI content that I thought was really smart.

Also loved Corona’s Pay with Plastic campaign, where they let volunteers trade recyclable plastic collected from the ocean for Corona products. Smart, impactful and right on brand.

Finally, a special shout out to Ocean Spray’s “Power Your Holidays” spot from Orchard Creative. It’s pretty much perfect.

What was your 2022 New Year’s Resolution, and did you keep it?

Every year I have the same resolution: to explore new places. So far in 2023, I’ve been lucky enough to revisit Bangkok, Seoul, and Taipei, and to explore Busan for the first time.

Manila is up next. Onwards!

Picture of Bobby McGill

Bobby McGill

Bobby is the founder and publisher of Branding in Asia.


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