Personalization and the ability to connect with consumers in 2020 couldn’t exist without the push to digitize, which was also accompanied by a need for speed and agility. Brands who were already on a path toward cloud-based communications and omnichannel presence ramped up those plans this year, taking several steps forward. “Our industry went through a shock to the system and quickly realized the importance of omnichannel readiness,” explains Richard Yao, manager of strategy and content at IPG Media Lab (the innovation arm of UM agency). “As consumers embraced digital channels at an unprecedented scale and expected consistent brand messaging across the board, the ability to reach audiences across traditional and digital channels effectively became paramount to every ad agency.”

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