All week Marketing Week has been highlighting the key opportunities and challenges that will shape marketers’ working world in 2021. Last up, the value of value and the need to open up marketing.

By Marketing Week Reporters,  18 Dec 2020

The value of value

With a Covid-19 vaccine now rolling out in the UK, hopes are growing that life could return to some semblance of normality next year. However, it is likely to take society and the economy much longer to get back to normal as attention switches from managing its health impact to recovering from the financial cost of the pandemic.


As we look ahead to 2021, Marketing Week has identified the key opportunities and challenges that will shape marketers’ working world. First up, the need to adopt a dual-speed strategy and the value of failure.

By Marketing Week Reporters  15 Dec 2020

Our coverage of the ‘trends’ for the year ahead is slightly different this year.

Yes, we are flagging what we think you should be spending your time and money on, and why, but equally it is a commitment from us to focus on these topics in 2021 to help you better navigate the year ahead.

There’s little point flagging these challenges as important without going the extra mile and offering analysis and insight into how to tackle them.

It’s part prediction, part rallying call, part contents for 2021.

Adopting a two-speed strategy

If this year has taught us anything, it is that even the best laid plans still run the risk of being thrown out as the outside environment changes.