Advertising trends in 2017

We asked Emma Forsyth a Senior Account Director for L'Oreal at McCann London, what she thinks are the top trends in advertising for 2017

• Exciting new areas to work within as the demand for stronger creative bridges between online and offline services grows.
  
  
• A increased appreciation for beauty, design and crafted branding from consumers.
  
  
• A greater focus on serialized content with the continued rise of the 15’ video.
  
  
• A more journalistic approach to branded content across the channel mix.
  
  
• A shift in talent criteria. Advertising looking outside of it’s usual spheres for creatives, account men and women and planners to keep the work well rounded and relevant to a true mix of audiences. It’s lovely to know that more agencies are already taking on greater numbers of non-grads.