As 2022 approaches, it’s time to look back at the most significant industry developments. As part of its annual Rewind series, Adgully is reviewing the year 2022 for M&E, Advertising, Digital, Marketing, PR & Communications, alongside industry leaders.
Recapping the year 2022 for the PR and marketing communications ecosystem and predicting some key trends for the coming year, Ameer Ismail, President, of Lintas Live, is optimistic about the industry’s growth and resilience, as well as Indian PR agencies gaining significant scale in the coming years. Among other trends, he emphasizes the accelerated shift to digital and its implications.
The year 2022 for public relations and marketing communications
This year was a complete resurgence, according to Ameer Ismail, who adds that we saw clients and brands gain significant confidence, which they demonstrated by spending and investing. Most industries were expanding, whether it was auto or jewelry. The entire marketing communications ecosystem grew at an alarming rate. The expansion will continue until 2023.
In 2022, clients are also better understanding the communications ecosystem, and as a result, lines within the ecosystem are blurring.
This year was a complete resurgence, according to Ameer Ismail, who adds that we saw clients and brands gain significant confidence, which they demonstrated by spending and investing. Most industries were expanding, whether it was auto or jewelry. The entire marketing communications ecosystem grew at an alarming rate. The expansion will continue until 2023.
In 2022, clients are also better understanding the communications ecosystem, and as a result, lines within the ecosystem are blurring.
Scale is becoming a reality in the last dynamic, specifically in PR. The global PR size and scale is approximately $100 billion. If you look at the size of the overall industry, it is hardly a few thousand crores. However, in the coming years, Indian public relations firms will grow significantly in size.
So, in my opinion, that will become another agenda.
According to the trends in the country
The agency world’s fundamental core is its talent. This past year was a total talent reset. People’s minds were reset because, following the pandemic, many people did not want to return to their regular working routines. As a result, there has been a shift in talent’s mindset. In today’s world, a hybrid work system has become the new normal. Another issue is the shift to digital. What was supposed to take five to ten years has accelerated in one year and will continue to accelerate. There is data within that. Clients have understood the value of mining data to get insights to target their audiences.
The last item on the list of PR trends is crisis management. Suddenly, everyone realizes how hostile the situation is. There are discussions and political issues taking place.
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