The SoDA Report 2023
Thank you for taking the time to explore the 2023 edition of The SoDA Report. If this is the first time you are reading an issue of The SoDA Report, welcome. If you are a returning reader, we’re deeply proud to continue a legacy of influential thinking from industry leaders around the globe.
Research Findings
The Global Digital Outlook from SoDA and Forrester was fielded in Q4 2022. This study collected data on spending trends, the adoption of emerging technology, and perspectives on the future of digital and evolving priorities for both brand marketers and agency leaders.
Editorials
Leverage your agency partnerships in ways that improve in-house digital capabilities. By Matt Griffin, Deepend
In a universe that has truly become pervasively digitized, the question of what is and is not “digital” has become the defining question for digital agencies. By Jim Hertzfeld, Perficient
…if the data inspires a creative and groundbreaking digital campaign, but nobody ever sees it, did it really happen? By Sandy Fleischer, Pound & Grain
Leaders need to shift culture and mindset from ‘start-up’ to ‘scale-up’. By Peter Gandy, Reason
If this is truly the end of the beginning, we have to in some way go back to basics and put creativity back at the heart of our industry. By David Hayes, In the Company of Huskies
Service-oriented agencies have been challenged by a continually restrictive and commoditized digital landscape. By David Chang, Fancy Pants Group
If you feel like these kinds of scenarios belong to a Black Mirror episode rather than real life, you are certainly not alone. By North Kingdom
As digital agencies march into the second digital revolution, what beliefs might guide our decisions? By Jameson Proctor & Zander Abranowicz, Athletics
Design systems have increasingly come to the fore as designers grapple with the complexity of delivering cohesive digital experiences for products across multiple surfaces and platforms. Customers expect contiguous experiences, across all touch points in their journey, regardless of platform or surface. For the design team at Adobe, this is a complex problem to solve. By Jamie Myrold, Adobe
How do you design for public spaces and shared interactions at a time when these behaviors might not be safe? No one quite knows yet. By Bluecadet
Digital sameness is a phenomenon spreading across many sectors in our age of digital maturity. By North Kingdom
Find out how artificial intelligence is delivering positive benefits to healthcare patients. By Carla West, Deepend
The world of voice is ever-changing. With new software enhancements, new devices and Christmas looming, what does this mean for brands who are thinking about voice? By Versa
The biggest challenges that seem to be the main barriers have to do with limits on technology and data. By INDG
The line between work and life became blurry—and work/life balance is now at the forefront of a happy, thriving culture. By Jenn DePauw, The1stMovement
In order to improve the efficacy of your company, teams, and individual employees, you need to unlock employee potential, creativity and motivation. By Cain Ullah, Red Badger
As agency leaders I believe that our most important objective is to creates a safe space for your employees to take risks. By Ann Ystén, Perfect Fools
Who Do We Love?
SoDA would like to extend a massive thank you to our partners, colleagues, friends and co-conspirators in pursuit of digital excellence. The SoDA Report would not be possible without their contributions and unwavering support—intellectual, technical, creative, financial, emotional, spiritual and otherwise.