New opr Report Says Comms Set For Significant Change Due To Three Major “Macroforces”

New opr Report Says Comms Set For Significant Change Due To Three Major “Macroforces”
SHARE
THIS



A new report says the communications industry will be impacted by three macroforces over this current decade, forcing significant change to the discipline’s function, both inhouse and agency.

The new report, titled The Future of Communications and part of opr’s Future series, takes an in-depth look at the cultural, economic, social, political and technological forces impacting marketing and communications, and the resulting themes, skills and structures that every inhouse or agency communications team will need over the next decade.

“We believe there are three macroforces impacting the communications industry over the next decade. These include the Trust Gap, the Liar’s Dividend and the Platform Economy,” said Richard Brett, opr Agency’s Chief Executive Officer and the report’s author.

“There are seven subsequent insights emerging from these macroforces that will not just re-shape communications, but also change the communications function, both inhouse and agency.”

The report is based on research that includes client interviews, a client and communications leader survey, an analysis of global thought leadership in the area, a distillation of global conferences and a synthesis of the latest communications research.

The seven insights are:

  1. New Skills, New Structures: There are three clear areas becoming more and more crucial for communications – corporate reputation, engagement and performance marketing. Each impacts the structures, people and skills that teams must have in place to deliver on each.
  2. The Multi-stakeholder Era: One theme that emerged from client interviews was increasing complexity. Organisations are now engaging with more and more stakeholders, and with the continued growth of social media, a proliferation of vocal audiences must be engaged.
  3. Internal Communications to Cultural Leadership: Disruptive times means many companies are transforming, and to be successful, CEOs must take their people with them; change cannot be achieved otherwise. This means internal communications is more important and become a broader discipline that encompasses both behaviour change and the total employee experience. Happy, engaged employees who embrace change and be beacons for the organisation’s story are crucial to success.
  4. The Rise of Corporate Brand: In an era where organisational behaviour is under increased scrutiny and companies expected to help solve the world’s problems (and speak up on societal issues), the corporate ‘brand’ is now just as important as the traditional house of brands. New research from the Arthur Page society says communications leaders are being given increased responsibility to be involved in both brand marketing and the leadership of the corporate ‘brand’.
  5. Telling to Doing: Communications used to be about telling and talking. Today, as our recently released book The Decade of Do argues it’s about doing.
    1. Business of Purpose:
      Campaigns that have purpose – solve a problem or do good, have been winning accolades and proving their effectiveness. Now there is an evolution to bake in purpose at the heart of a company’s values and strategy. Communications is moving from being an add on, to being at the centre.
    2. Connecting and Community
      Increasingly we have seen the engagement that has been created by campaigns that bring people together. This trend has been accelerated during Covid-19, and we believe is here to stay. All over the world we have seen people come together to sing, play music, clap and even put their bins out. This is translating into highly effective campaigns, such as recent work we created with Lung Foundation Australia that uses empathy and creative connections to solve problems or create engaging content.
  1. CommTech & Performance Communications
    MarTech is not new, but communications has been slow to adapt. Now CommTech, or the integration of performance marketing and sales enablement into earned and social, has potential to drive real effectiveness and efficacy for the industry. We believe this is essential and since launching our capability last year, we have a full-time team of three specialists.
  2. Meme News: Storytelling in the 2020s
    Between 2009 and 2018 the number of teenagers who read newspapers declined from around 60 per cent to around 20 per cent (The Economist). They get their news from social media. News that must be visual, shareable, humorous and be from a personality they connect with. Pew reports that 85 per cent of American teenagers use YouTube; and more than 70 per cent use Instagram. Instagram news sites such as @houseofhighlights, @theshaderoom and @nowthisnews cover everything from the climate crisis to celebrity gossip and sport. This has profound implications for communications – as these youngsters become tomorrow’s consumers – it means we must create content that follows these same rules: visual, shareable, funny and delivered from their favourite social influencers.

Brett concludes: “We decided to focus on the Future of Communications as it was a topic many of our clients wanted a point of view on. It’s also of critical importance to us as an agency, to ensure we evolve and develop the products and skills to effectively advise our clients and create campaigns that are relevant not just today, but also in the coming years.”

Please login with linkedin to comment

opr WPPAUNZ

Latest News

Publicis Executive Tom Goodwin Exits Following Controversial COVID Tweet
  • Advertising

Publicis Executive Tom Goodwin Exits Following Controversial COVID Tweet

Publicis Groupe and head of futures and insight Tom Goodwin have parted ways following a controversial coronavirus tweet. Earlier this week Goodwin took to Twitter to offer a controversial point of view on the coronavirus pandemic. He said: “I find the total obsession with Covid deaths over all other deaths entirely gruesome. 7500 Americans die […]

by B&T Magazine

B&T Magazine
Rows of coins isolated on white background. Finance and banking concept.
  • Technology

Impact Releases Tactical Guide For Optimising Revenue From Partnership Automation Programmes

Impact has today released a commissioned study conducted by Forrester Consulting. The study, Smooth the Partnership Journey by Learning from high-maturity companies, provides a set of actionable next steps for optimisation, fully tailored to the maturity level of the individual programme. The World Trade Organisation cites that 75 per cent of world trade flows indirectly: not […]

Design Studio Nightjar Launches Publisher Platform For Sneaker Freaker
  • Uncategorised

Design Studio Nightjar Launches Publisher Platform For Sneaker Freaker

Sydney-based design and technology studio Nightjar have launched a new website for Sneaker Freaker. Founded in 2002, the street culture magazine is the first and only international footwear magazine. From its roots as a DIY-style fanzine to today’s global coverage, its print pages and online platforms document every colab, custom, limited edition, retro reissue, Quickstrike, Hyperstrike […]

Former Haystac Head Of Strategy Launches PR Toolkit For Small Businesses
  • Advertising

Former Haystac Head Of Strategy Launches PR Toolkit For Small Businesses

Haystac’s former National Head of Strategy, Haylie Marchant (pictured) has launched The PR Toolkit – an online resource and DIY PR platform educating and empowering small and medium sized businesses to do their own PR. Offering a mix of free resources and easy-to-use how to guides, the one-stop-shop for DIY PR covers media relations, media […]

Chocolate chip cookie with crumbs  isolated on white background.  Homemade bakery and dessert
  • Technology

PubMatic And LiveRamp Combine Forces For Cookieless Solution

PubMatic has announced its expanded partnership and global integration with LiveRamp neutral,  pseudonymous, people-based identifier will be available in Identity Hub, PubMatic’s Prebid-based identity management solution. Identity Hub is quickly becoming the market standard for publishers looking to seamlessly manage multiple identity solutions and maximize revenue. The partnership brings superior audience addressability, scale and performance […]

Snapchat Debuts First-Ever B2B Marketing Campaign
  • Media

Snapchat Debuts First-Ever B2B Marketing Campaign

Snap has unveiled its first-ever B2B marketing campaign in Australia. ‘Meet the Snapchat Generation’ targets Australian businesses and focuses on highlighting the Snapchat community. The campaign comes as Snapchat reaches 85 per cent of all 13-24-year olds and 90 per cent of all 18-24-year olds locally. It gives insights into the mindset of the Snapchat […]

Malcolm Turnbull & Janine Allis Elevate BIPOC Voices In Australia With New Series
  • Media

Malcolm Turnbull & Janine Allis Elevate BIPOC Voices In Australia With New Series

One Love Australia has launched a new social change initiative that will see a raft of high profile individuals, including former Australian Prime Minister Malcolm Turnbull and Boost Juice’s founder, Janine Allis, take part in a video interview series set to turn racism on its head. The initiative – titled #ShareThePlatform – will see these […]

Asics Australia Launches First Women’s Cricket Shoe
  • Marketing

Asics Australia Launches First Women’s Cricket Shoe

ASICS Australia has released the world’s first cricket shoe, specifically designed for females – developed locally in conjunction with Cricket Australia’s (CA) Women’s Team Physiotherapists and Athletes. In recognition of the incredible growth of women’s cricket in Australia, ASICS has launched the 350 NOT OUT FF to the market alongside a fresh ‘Made For Me’ […]

Omnicom’s Resolution Digital Named As Google Honours Agency Of The Quarter
  • Advertising

Omnicom’s Resolution Digital Named As Google Honours Agency Of The Quarter

Resolution Digital has been awarded the Australia’s Agency of the Quarter award in the prestigious Google Honours program. The Honours program for 2020 recognises the achievements of the very best performance marketing agencies and providers across Australia and New Zealand. The program consists of 3 quarters, 43 agencies and over 500 individuals; measured on account […]

SCA Launches New Media Research & Insights Division
  • Media

SCA Launches New Media Research & Insights Division

SCA today announced that its award-winning Research & Insights and Strategy & Insights divisions have come together to form SCA iQ, one of Australia’s largest media research and insights offerings.   SCA iQ fuses the research, insights and strategy functions together, to better power insightful solutions for SCA’s Sales and Content teams and advertising partners and is underpinned […]

Audiences Are Coming Back, Says Global Out Of Home Industry Leaders
  • Advertising

Audiences Are Coming Back, Says Global Out Of Home Industry Leaders

World Out of Home industry leaders from Australia, the UK, US and Germany have revealed that audiences are returning to public spaces despite ongoing challenges from COVID-19, and that they anticipate improved market fundamentals in coming months. In an interview for a podcast being released today, leaders including oOh!media CEO Brendon Cook, President of the […]

Perth Agency Firefly Adds Six New Accounts & Launches New Media Arm
  • Advertising

Perth Agency Firefly Adds Six New Accounts & Launches New Media Arm

Firefly has brought on six major new clients as it continues to expand, adding new media planning and buying arm to its business. Managing Director Andrew Mathwin (pictured) said the independent agency, known for clients such as Air New Zealand, Buy West Eat Best, West Coast Eagles and Mrs Mac’s Pies, had a strong year […]

Independent Brewer Wingman Cancels All Sales For A Month In Support Of Dry July
  • Marketing

Independent Brewer Wingman Cancels All Sales For A Month In Support Of Dry July

In possibly a first for the category, independent brewer Wingman decided to cancel all sales of Wingman beer during the month of July, in support of Dry July. This bold initiative went live at midnight June 30 and ran throughout July. Wingman Beer’s general manager Will Chambers explained: “We have been overwhelmed by the request […]

Study: New Business Wins Still Resilient, But Creative Finding It Tougher Going Than Media
  • Advertising
  • Media

Study: New Business Wins Still Resilient, But Creative Finding It Tougher Going Than Media

The holding companies might be losing as much as 23 per cent of their revenue year-on-year, but new business has remained relatively resilient through 2020, the lastest research from R3 has revealed. In the first half of 2020 total new business revenue decreased 10 per cent globally – but creative agencies are having to find […]

by B&T Magazine

B&T Magazine
The Mint Partners Wins Pernod Ricard, Cemoy & Little National
  • Advertising

The Mint Partners Wins Pernod Ricard, Cemoy & Little National

Independent communications consultancy The Mint Partners has bolstered its integrated client roster and signed a number of premium lifestyle brands to kick start the new financial year. With an array of new products, services, and a focus on insight-led and creative integrated communications, MINT has enjoyed recent success with an expanded portfolio across new categories including fintech, […]