Introduction: As we stand on the brink of 2024, evercom, a creative communication and marketing agency, presents its Trends Report, providing insights into the primary strategies shaping effective communication in the coming year. Experts in creativity, corporate communication, public affairs, financial communication, consumer trends, B2B strategies, and digital marketing converge to define the path forward.
The Trends Report, a compilation of insights from evercom’s diverse divisions—Creative Lab, Corporate Communication and Public Affairs, Financial Communication, Life, B2B Communication, and Evolution—reflects the agency’s deep specialization and understanding of the evolving demands of the market. Additionally, inputs from evercom’s CEO, Alberte Santos Ledo, and the agency’s Advisory Board members contribute valuable perspectives. The board comprises Fernando de Córdoba, branding specialist; José María Lassalle, consultant and former Secretary of State for Culture; Julio Mayol, professor of Surgery at the Complutense University of Madrid; and Silvia Leal, PhD in Sociology and expert in technology and trends.
Key Trends in Communication: A unanimous sentiment among professionals is the imminent consolidation of artificial intelligence tools in the coming months, becoming an indispensable resource that will set a new standard for innovative proposals. Advancements will particularly focus on the personalization of digital campaigns through data-driven strategies and the analysis of consumer behavior. In 2024, evercom anticipates critical discussions around brand image, responsibility, and their reciprocal relationship with society.
“When it comes to communication, creativity, and marketing, professionals understand the importance of identifying strategies that bring us closer to people. Our sector’s uniqueness lies in the speed of changes and the constant adaptation demands on our teams,” explains Irene de la Casa, evercom’s General Director. “It’s a constant commitment that requires us to stay attuned to reality, and in the agency, we feel comfortable and confident in this dynamic environment,” she adds.
In this era of continuous revolution, where staying at the forefront of innovation and technology is crucial, social listening becomes a fundamental value. Alberte Santos Ledo emphasizes, “Being able to identify trends that will make our efforts more effective is the best guarantee we can offer our clients. Our goal remains the same: working to foster lasting relationships between brands and society.”
Consistency, Commitment, and Content Responsibility: Throughout 2024, communication strategies should prioritize projecting a brand image that is responsible for its social impact. Consumers increasingly demand harmony and coherence between what brands do and what they claim to do. Therefore, sustainability, inclusion, and diversity will significantly influence how communication strategies are approached in the coming year.
Strategies that emphasize clear, sincere, and transparent communication capable of providing stability during times of change will be the key to success. Moreover, there is a growing necessity for communication efforts to move from internal to external—emphasizing robust internal communication strategies that place employees at the center and promote conscious leadership will be crucial in organically conveying the essence of organizations and projects to the public.
Creativity through Innovation: The Digital Eruption Continues: For evercom, 2024 heralds a year of continued experimentation through disruptive proposals in the creative realm. The agency anticipates a shift towards the use of conceptualized fonts and typography, degraded shades for added depth in designs, and projects optimized for impactful first impressions on mobile devices. Design work will increasingly consider diversity and strive for a more inclusive approach.
Integration into a digital environment is inevitable, where TikTok is expected to maintain its dominance, fueling the production of short videos and content emphasizing immediacy—an effective strategy to capture and retain user attention. The real challenge agencies and brands will face in the coming year is to stand out and pique the interest of an audience bombarded with stimuli and references. To achieve this, an emphasis on branded content and effective campaign segmentation strategies will be necessary to optimize resources and achieve a more significant, enduring, and measurable impact.
If 2023 was the year of innovation revolution, 2024 signals a transformative adaptation era. In this context, offering multichannel strategies capable of adapting to new communication and interaction models facilitated by the development of new technologies becomes essential. The ever-changing landscape calls for agility in embracing these evolving trends.
