Three Trends to Look For in 2024: Mandy Chock – FCB Shout

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

Image via Mandy Chock

As the great Prince once sang, “I have seen the future, and it will be.”

With the New Year on its way, it’s that time once again to take a peek into the future and offer up what we think it will be.

As part of an annual series, we asked industry leaders what they see coming in the year ahead while also looking at the year just passed.


 

First up is Mandy Chock, Creative Strategist at FCB Shout in Malaysia – looking ahead, looking back, and revealing the fate of this year’s resolution.

Looking Ahead

What are three trends to look for in the coming year?

1. Continued dominance of video marketing or video content. The past couple of years have given us an unprecedented amount of video and other short-form content, from brands and content creators alike. It doesn’t look likely to stop.

2. A dip in generic product offerings, marketing solutions or strategies. As people continue to demand personalisation and with data analysis solutions becoming more sophisticated, mass marketing solutions will become more and more redundant.


 

3. More cats! Put a cat in anything you do and you’ve got a hit.

Looking Back

1. Your favorite trend of 2023?

Everyone from the biggest brands to my friend’s 75-year-old grandma having fun with AI. It is also my least favourite trend of 2023.

2. Your favorite campaign of 2023?

Reese’s “Put Peanut Butter in It” campaign. Incredibly simple but it reminded me of my early days in advertising and why I fell in love with it. Elegantly simple and clever copywriting that is true to the brand, paired with captivating visuals, music and a bit of cheekiness.

I like it when brands know when not to take themselves too seriously. And yes it did give me a real craving for Reese’s at 11pm so plus points for effectiveness.

3. What was your 2023 New Year’s Resolution and did you keep it?

To start making New Year’s resolutions and no I did not. I’ll start in 2024.


Check out our Three Trends series here.

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