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2018 Predictions From RP3 Agency

by | Nov 20, 2017

Capitol Communicator will be running predictions on what’s in store for communicators in 2018 and we lead off with predictions from RP3 Agency.

Beth Johnson, Founder / CEO RP3 Agency:  Now more than ever, doing good is good business. In 2018, brands that recognize this will be rewarded. Corporate Social Responsibility functions will be turned over to marketing departments. With “fake news” and blurred lines between editorial and advertising creating more skepticism, consumers will demand transparency from brands, and will look for real impact based on “what’s in it for me?” and “what’s in it for the world?”
Chris Finnegan, Media Director RP3 Agency: 2018 will see increased self-regulation from digital publishers and ad networks (probably led by the IAB) to run defensive measures when it comes to things like data collection via pixel tracking and how it is used for advertising targeting. After the Russian Facebook ad scandal, the digital media world is going to attempt to provide more transparency in order to avoid government regulation that will hurt their targeting capabilities or limit the usage of first-party and third-party data.
Jim Lansbury, Founder / CCO RP3 Agency: Super Bowl LII Ads will be more patriotic than ever. Given the controversy over anthem protests and threatened boycotts against sponsors and certain teams, advertisers will over-compensate by wrapping everything from pick-up trucks to potato chips in the flag. The big question is whether any brand will be brave enough to buck the trend and use their time to celebrate free speech or the quest for social justice… Apple? Coca-Cola? Go Daddy? (Nah.)


About the Author

RP3 Agency

RP3 is a proudly independent, full-service creative communications agency in the D.C. metro area, free to create and craft ideas for our clients that connect their brand with consumers through honest insight and trust. Our work influences beliefs, changes behavior and spurs action to achieve measurable business goals and outcomes. We partner with a variety of forward-thinking clients including Giant Food, Hilton Supply Management, Marriott International, The Coca-Cola Company, Norfolk Southern, Long & Foster, and Children's National Hospital. To learn more visit rp3agency.com.


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Brand Creep

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