In times of uncertainty, the future is won with preparation and anticipation. For 2023, I want to emphasize four crucial themes that are crucial for the communication sector and its customers.

Integrated communication will remain a key theme, regarding consultancy, creativity, traditional media relations, and social media evolving concepts such as branded, influencers, etc… To achieve this, partnership networks, the creation of a true customer service culture, talent retention, and team training and requalification are essential. And namely in the use of digital tools – analysis, editing, management, etc. – for more efficiency and better services.

In the third place, I would like to emphasize the purpose, which encompasses the company’s internal and external perceptions, as well as its external projections to its clients. This is a narrow path that will be a challenge for brands and for the companies that work with them in communication. But the maturation of internal communication processes will also be an important space for growth.

Finally, the convergence of traditional concepts of communication agencies with other areas like consultancy and the creativity that digital provides creates grey areas of strong competition for clients’ projects, which is also connected to the referred talent. A new blue ocean that can be explored.

These, and other topics of the communication sector, create opportunities for companies that can add value and are focused on customers. In times of uncertainty, the future is won with preparation and anticipation. And communication is essential because it allows you to transmit confidence and security, essential and timeless values.

Written by Rodolfo Oliveira, managing partner at Bloomcast Consulting, and originally published in issue 925 of M&P.