Each year, we are selecting for our clients and audiences the trends in brand marketing- communication for the next year. First important thing is not to mix up trends and innovations. Let’s say that innovations are early-stage development of marketing & communication tools and come earlier on the implementation timeline than trends. Innovations are these necessary disruptive methods to reinvent things we are doing every day. On the other hand, from my perspective, trends in our arena (i.e. the marketing and brand building) are those tools, methods that will prevail in the next 12 months and in which marketeers all over the world, but especially in our market (Benelux) will increasingly invest in, in order to build best brands.

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