Olivia Parker
Nov 29, 2018

Forrester's 2019 brand outlook: drop the toys and get back to work

Businesses will spend the next year getting down to the hard graft involved in digital transformation, the firm predicts, after races to invest in the latest innovations have proved less fruitful than imagined.

The market research firm Forrester predicts that 2019 will be the year companies start to focus on the hard work involved in digital transformation, rather than the shiny objects.

The “exuberance” previously felt around emerging technologies, which saw companies race to invest and launch headline-attracting projects such as robots or “blockchain-based thingamajigs” will start to morph into more “reasoned and focused” innovation, according to Frederic Giron, VP and research director at Forrester.

...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
GroupM APAC chief executive Mark Patterson to leave Asia for global COO role
Premium
16 hours ago

GroupM APAC chief executive Mark Patterson to leave ...

Promotion to a New York-based role is part of a global leadership realignment announced by global CEO Christian Juhl.

Premium
WPP settles lawsuit with former Team Red MD Carmel Williamson
Premium
20 hours ago

WPP settles lawsuit with former Team Red MD Carmel ...

Carmel Williamson alleged that a "boys club" culture within WPP contributed toward her being discriminated against and needing psychological treatment.

Premium
Agency of the Year Awards 2019
Premium
22 hours ago

Agency of the Year Awards 2019

This is the place for all the shortlists, winner lists, photos and analysis of Campaign Asia-Pacific's 2019 Agency of the Year Awards and Agency Network of the Year Awards.

Premium
Agency of the Year 2019 shortlist: Southeast Asia
Premium
22 hours ago

Agency of the Year 2019 shortlist: Southeast Asia

Campaign Asia-Pacific announces the shortlist for the Southeast Asia region in the 2019 Agency of the Year awards.