marketing communications landscape 2023: interview with Chris Christodoulou

What are the most anticipated trends in marketing and communications for 2023? How has the pandemic transformed the industry and how can brands and organisations successfully streamline their strategies for next year to make the most of their budget? 
In an exclusive feature in INBusiness News, Chris Christodoulou, CEO, Action Global Communications shares his views on the key challenges and opportunities shaping tomorrow’s marketing communications landscape and highlights his advice for brands looking to stand out and make an impact.

What will be the biggest trends in communications and marketing in 2023?

The communications industry is constantly evolving, leveraging new trends and approaches, new channels and methods as well as sophisticated audience segmentation tactics.
Consequently, brands need to be flexible in their strategy and actively monitor and examine the broader environment in which they operate with a strong focus on the ever-evolving geopolitical and socioeconomic conditions.
To succeed, it will be also paramount for brands to closely follow ongoing shifts in consumer behavior and proactively plan their next moves with a tactical mindset. 
In line with these, the year 2023 is expected to bring a more holistic approach to marketing, streamlined by authentic yet bold strategies that leverage both online as well as offline channels that can drive high ROI. All these, of course, supported by an increased demand for creative content creation.

What is the most significant change that the pandemic has brought to the industry?

The pandemic has unequivocally reaffirmed the importance of being agile and adapting to changing conditions quickly and effectively. On the other hand, with businesses being prompted to communicate and conduct business online, the pandemic has catalysed digital transformation in a way no CMO could have done it.  

During COVID-19, when the need arose and the only way to communicate with the public was through digital media, and more specifically through mobile phones, gaining and further strengthening your brand’s online presence has become a must.
This new reality has also triggered a tremendous shift towards a hybrid work model, with employers investing significantly in employee engagement to promote flexibility and to strike a genuine work-life balance for their team members.

What substantial changes have you witnessed in your clients’ agendas in recent years?

Brands are increasingly recognising the value of data-driven strategic marketing and communications solutions that deliver measurable results and return on investment. Consequently, it is paramount for marketers to gain a solid understanding of customer behaviour by delving deep into customer journey and experience.
At the same time, companies now more than ever, embrace their responsibility as integral parts of the wider socio-economic system and as leading voices that can not only inform but also influence perceptions and decisions.
This implies a sense of responsibility both for their external perception and reputation, as well as for their internal governance and social status.

What are your predictions for ad spend in 2023?

I believe that in the first half of 2023, expenditure will remain at the same levels as in 2022 and will then gradually rise in the second half of the year. It is, however, not only about you much you spend but where and how you spend it. 
Brands will continue to invest in tried and tested approaches that allow them to connect and engage with specific audience segments.
With marketers increasingly recognising that they can no longer rely on one single channel, available resources are likely to be spread across multiple channels via integrated strategies that follow a more holistic approach to maximise results.  
In line with this, digital campaigns and online activities will remain dominant, nevertheless, the return of live events and activities will add another avenue for brands to foster engagement and interaction in physical environments.

Considering today’s environment, what advice would you give to your clients?

To have the courage to take a firm stand on issues that really matter. This is particularly important for major brands that have the power to influence the public and bring about change.
It is now more crucial than ever to position yourself as a responsible organisation that proactively seeks to protect our environment to build a sustainable future. An organisation that promotes equality and fights for a fairer and more inclusive society.

What were the most defining moments/collaborations for your office this year and what are your plans for 2023?

Starting from our office in Cyprus, our team here has grown and evolved exponentially over the past one year, transforming Action Cyprus from a traditional public relations firm into an all-around communication and marketing agency offering 360° services, from PR to digital marketing as well as creative production.

Our services extend beyond the borders of Cyprus though. To support clients looking to develop and implement activities in multiple markets simultaneously, we have recently launched Action 360^x. A creative powerhouse, Action 360ˣ is made up of a team of marketing, comms, web and creative experts, specialising in developing and implementing integrated solutions across borders, languages and channels.

Among others, this team is responsible for the communication strategy of one of the largest pharmaceutical giants, Boehringer Ingelheim, by implementing 360^◦ information campaigns in 25 languages and dialects in 24 countries.

I couldn’t be more proud of the collective achievements of our network of offices, including the prestigious PR WEEK Global Awards 2022, won by Action UAE in the category of Best Campaign: Middle East, for their work for the Abu Dhabi Department of Knowledge and Education. The same team was recently selected to develop an information campaign for Abu Dhabi’s Environment Authority with the objective of eliminating the use of plastic in the emirate. In addition,  Action Kazakhstan has recently taken over the launch of Honor Mobile, while Action Bulgaria has just organised the largest astrophysics conference in the country and our Sofia-based team also manages the public affairs part of one of the largest gas pipelines in Europe

As we prepare for 2023 and beyond, we remain committed our mission to create meaningful connections that foster trust, inspire actions, accelerate change and drive impact. One of the crucial pillars of our 50 years of legacy has always been our ability to adapt to the ever-evolving trends and demands of our industry adeptly, thereby ensuring that our clients remain at the forefront of their respective sectors.