Trends for 2018: Marketers will be more accountable in an uncertain economy

It should come as no surprise to any marketer that 2018 is likely to be a tough year. Media agency groups GroupM and Zenith Optimedia have both cut their growth forecasts for next year, while the major agency holding groups are seeing revenue growth either slow or decline as advertisers tighten their belts.

The major FMCG firms and their increasing focus on efficiency are part of the reason, but their strategy is already spreading to other sectors, with Marks & Spencer, for example, one of a growing number of brands reducing marketing spend.

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