Passion marketing, consolidation in the industry and Netflix and Sport – Paul Saville, Wasserman, predicts the world of marketing in 2024

Paul Saville, SVP, Head of UK, Brands & Properties, Wasserman has gazed into his crystal ball to see what 2024 has in store for the world of marketing….

– Continued rise of passion marketing

“The sponsorship sector and integrated ‘passion’ marketing will continue to grow as more younger people care even less about brand advertising and messaging that is not centred around something they are genuinely passionate about.”

– Marketing agency consolidation

“The agency landscape will continue to evolve with larger more traditional creative networks (not really known for sport, music and entertainment) consolidating to save costs and stay alive.

“Also expect to see the more ‘passion’ focussed come together for strategic growth due to demand, something that we have already seen happening in 2023 with M&C Saatchi as well as at Wasserman with CSM.”

– Consciously caring consumers

“With increasingly savvy younger audiences, brands will need to ensure their marketing and sponsorship activities align with the values that consumers hold dear.

“In 2024, expect to see a continued rise in diversity, inclusion (particularly in women’s sport) and sustainability high on the agenda.”

– Social and streaming sport

“There will be a continued proliferation of sports consumption via social media, ensuring global fans can get closer to the teams and leagues they love.

“Also streaming services like Netflix will continue to pioneer live sports streaming.”