By The Drum Network, Staff Writer

March 14, 2024 | 2 min read

In the latest episode of The Drum Network’s Leader Debates, marketing heavyweights discuss the defining trends of 2024.

2023 was the year of generative AI’s stratospheric growth. In 2022, we were talking about the ‘metaverse’ all year. But what will be the defining trend of 2024?

There are a few obvious candidates. The shortest odds probably go to ‘more AI, but there’s also a year of pivotal votes in what some have called ‘the biggest election year in history’, the jubilant return and rise of live experiences (Taylor Swift’s Eras tour last year broke $1bn in earnings amid reports that it substantially boosted the local economies of everywhere it visited), not to mention continued turmoil at the geopolitical level.

To help us puzzle out the marketing world’s topography in 2024, our regular host Niki McMorrough was joined by 4 leading lights from adland: Andrew Orr, managing director at experiential shop TRO; David Burgman, managing director at student marketing agency Raptor; Fiona Bruder, president for the Americas at experience marketing agency George P. Johnson; and Raphaël Bouquillon, managing director, US at influencer shop MG Empower.

For more debates, vlogs, and visual stimuli, head over to The Drum TV.

Agencies Agency Leadership Social Media

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We are a global, full-service experiential marketing agency. We design, build and deliver creative events and experiences that bring brands and businesses to life...

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Raptor Marketing

We are Raptor, the student marketing agency.

We’re a team of young, hungry student marketing specialists who help build lasting connections between students,...

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George P. Johnson

George P. Johnson is the world’s leading experiential marketing agency. We power brand experiences by enabling marketers to benefit from integrated experiential...

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MG Empower

We are a fully integrated marketing powerhouse offering a range of best-in-class marketing services, from community-building and brand co-creation to amplification...

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