Three Trends to Look For in 2024: Chris Greenough – GrowthOps Asia

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.

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.


Next up is Chris Greenough, General Manager and Regional Head of Creative Services at GrowthOps Asia (Malaysia) – looking ahead, looking back, and revealing the fate of his New Year’s resolution for 2023.

Looking Ahead

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

1. Mobile Video Production – Blink-and-You-Miss-It Storytelling

Mobile phones shooting in 4K and above resolution have rendered expensive setups obsolete. Tools like Bytedance Capcut and YouTube Create make mobile film editing astonishingly simple. With attention spans shrinking to 8.25 seconds, short-form videos are the reigning ROI champions.


2. Motion Capture and 3D Modeling – Speed to Immersion

Motion capture technologies are democratising 3D design, with Snapchat and Instagram blurring the lines between physical and digital domain. Augmented Reality (AR) demand is skyrocketing, offering new ways for creative thinkers to apply their craft.

3. Out of Phone – Social Media Goes Outdoor

In 2024, expect the fusion of social media content into the DOOH experience, taking the second screen experience in our living rooms onto the street. This could also drive increased use of Augmented Reality (AR) and potentially wearables with 3D billboard experiences to provide a more personalised, context-driven experience.

Looking Back

1. Your favorite trend of 2023?

A. Both my favourite and least favourite trend has been the proliferation of Generative AI. It’s my favourite, because from an agency point of view it improves our agility from idea to prototype. For large scale content production, it also offers an affordable and inclusive way to scale, compared to using stock imagery.

“My favourite trend was not hearing the word ‘metaverse’ for an entire year.”

However, it is my least favourite because in the short term, too many brands have used it in place of creating a real story or connection. I think in 2024, we’ll see more meaningful use cases for it.

B. My favourite trend was not hearing the word ‘metaverse’ for an entire year.

2. Your favorite campaign?

Innocent Eyes, Voiz.

Thais are masters of making surrealist ads, but what I love about Innocent Eyes is that it hinges on such an incredibly simple insight, that our eyes never lie, which for this product and category are a perfect fit.

Then, the story told through physical comedy perfection removed any language barrier, something I wish marketers in more multilingual countries like Malaysia would be open to.

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

In 2023, my resolution was to strike a better balance between work, fitness, and family, especially with the arrival of a new baby in December 2022. I’m happy to report that I stayed true to my resolution. I established a routine of early morning or lunchtime workouts and, aside from a few hectic work or travel weeks, I successfully reached my fitness goals.

On the family front, I took advantage of GrowthOps radically remote work policies, opting to work from Bali for 3 weeks while finally enjoying some long-overdue quality time with my parents. It was an enriching experience for them as well, as they got to spend quality time with their grandchildren.

Check out our Three Trends series here.

More from Chris: The Future is Fluid for Agencies: How Generative AI is Impacting the Advertising Agency Business Model

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