Prolific North Live 2024 brought together industry leaders in Manchester to discuss future trends in media, marketing, and digital.
- The event featured sessions on market share strategies for underdog brands and the growing market opportunity among the over-65s.
- Discussions included insights into leveraging TikTok for brand growth and the importance of community-building in social media.
- Experts explored omnichannel advertising, the role of challenger brands, and the rising use of employee-generated content.
- The event concluded with a critical look at short-termism in marketing strategies, emphasizing the need for a timeless approach.
Prolific North Live 2024, hosted at the Manchester Conference Centre, showcased extensive insights into media, marketing, and digital trends anticipated in the near future. The event commenced with a session on strategies for underdog brands seeking market share. James Bagan, an associate director at McCann Worldgroup, highlighted the importance of market penetration, measurement, distinctiveness, and consistency.
Andy Johnson from Sun Branding underscored the potential of the over-65s demographic, referring to it as the ‘biggest growth market’. He, alongside audience volunteers, debunked myths surrounding this demographic, advocating for inclusive packaging and design.
A vibrant panel discussed the importance of loyalty in retail. Matalan’s Charlotte Dewhurst emphasised its role in building brand value, while Fentimans’ Jayne Andrews explored how interactive campaigns can create ‘important moments’ despite budgetary constraints. The session stressed innovation and consistency in brand strategies.
The Trend Setters stage hosted discussions on TikTok’s rapid emergence as a significant shopping channel. Experts urged brands to embrace this platform’s potential, highlighting its role in transforming consumer engagement. The use of culturally relevant, audience-first strategies on social media by agencies like Tangerine was also examined, illustrating its effectiveness in building superbrands.
The day concluded with a critique of marketing short-termism. Experts like Carl Hallam cautioned against a focus on fleeting metrics, advocating for a solid, strategic approach that would endure market fluctuations. Discussions extended to the use of social commerce, sustainability, and immersive experiences in redefining consumer engagement.
Prolific North Live 2024 effectively highlighted strategies and trends crucial for future growth across the media and marketing sectors.