Sequel Trends Book

The challenge

Since 2012, Sequel has produced an annual trends report each January, outlining the hot topics we expect to dominate the IC agenda in the coming 12 months.

For the first four years we shared this online, but for the 2016 version we wanted to invest more time and money in providing a valuable printed document that clients could keep, that would be more wide-reaching and insightful.

Our clients often tell us that their in-house IC teams are time and resource poor, so don’t have the same opportunities as an agency to be ‘out there’, and aware of trends and what’s coming over the hill. We think part of our role as a partner is sharing this insight.

The solution

During the autumn, we pulled together a team of people from our four business areas (print, digital, strategy and video) to agree what we should cover.

Throughout the year, we’re attending conferences, reading research and insight, and, importantly, listening to clients, so we used this knowledge to outline and then write and create eight chapters, covering topics such as:

  • the challenge of being more speedy, agile and adaptive in a fast-changing world
  • understanding the digital workplace
  • digging beneath the data to find useful stories.

The design approach used hand-drawn illustrations that we created ourselves. These bring each chapter to life in a unique way.

The value

Clients told us how useful the content was in sparking internal debate as part of their comms strategy planning. Several invited us in to discuss the topics in more detail.

One client said: “Working in-house, it can sometimes be difficult to understand what the real trends are, what you should be considering, and what you should ignore. Your trends book was thought provoking, a good read and gave my team food for thought. Thank you.”

The book won the Special Publication category at the IoIC Awards. The judges said: “This is a fascinating read that is beautifully written and certainly represents Sequel’s values. The illustrations are quirky and fun; and the content is excellent and extremely well argued.”