Whether you are a bewildered remainiac or an ardent BeLeaver, you’ll have to agree 2016 was a game-changing year. While Europhiles are searching the family tree for an Irish granny or a German grandpa, in a desperate bid to retain their European identity, the Brexit camp is celebrating the end of interference from the continent and control of our borders. Well, why should we take instruction from inscrutable and unelected EU officials, when we have a perfectly good inscrutable and unelected PM of our own?
Along with Brexit in Britain, we saw an outsider take the White House in the US elections. An election campaign unlike any other in American history, which featured calls to incarcerate Hilary Clinton and accusations of election rigging, brought Donald Trump to victory much to the amazement of pundits both sides of the pond. Many think he owes his victory to his anti immigrant rhetoric and promises to build a wall on the border with Mexico – so far, so familiar. To complete this strange symmetry, Monsieur Farage hopped across the pond to bathe in the reflected glory of the gilded president elect. Perhaps he could change his name to Pepe and become Trump’s mascot.
So what does 2017 hold in store for business in the UK? It seems we can’t rely on economists, forecasters, pollsters or pundits. We must plot our own course through uncharted waters.
The creative industries appear to be taking an optimistic view. From fashion to graphic design, there’s a move to confident display. Marketing in 2017 will need to be upbeat as grey skies give way to green pastures. There will be an element of ‘fake it till you make it’, but there’s never been a better time to experiment with your image or offering. The flexibility of the Internet offers unrivalled opportunities to test the market with new ideas, while innovations in the print industry offer inspiring opportunities to impress those vital contacts. Type is no longer cast in stone, the digital press can now deliver beauty, heft, texture and colour regardless of run size. So from a single personalised pitch document to a stunning brochure, print is back in style.
Risk and opportunity often go together. This year will be exciting for those with the agility, optimism and confidence to invest in creative marketing opportunities.