Eight predictions for 2022

In the coming year, senior agency personnel divulge to WARC their predictions for the future of brand experiences. One of the most promising areas is the use of sound to enhance consumer engagement with brands. The incorporation of sound into a brand's overall sensory communication has been a neglected area, but this is changing, and brands are increasingly recognizing the potential of sound as an essential layer in brand experiences. Brands that incorporate high quality sound into their strategies will find a new level of creativity, interactivity, and emotional intelligence, as highlighted by James Ramsden, Executive Creative Directors, VCCP London. As a result, sound will be embraced by brands as a must-have feature in the next year.