Marketers make their predictions for 2017

Paul Davies, marketing director, Microsoft UK
If 2016 has been about marketing science and the proliferation of multiple emerging digital tactics and platforms, I think 2017 will see the much-needed return of the big advertising ideas and the re-emergence of the art of the marketing discipline.
We will see the pursuit of bold, ambitious unifying concepts under which all campaign tactics sit together, with bright ideas back at the heart of the marketing engine.
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