New European Ad Trends Revealed In ADCE Creativity Trend Report 2023

BARCELONA — The Art Directors Club of Europe (ADCE) has released its first ADCE Creativity Trend Report, featuring industry insights based on an analysis of the nearly 300 advertising winning works from the Best of European Design and Advertising ADCE Awards 2023. 

Curated by Patrizia Boglione, the free ADCE Creativity Trend Report 2023 analyzes the newest trends in the world of European creativity and how it has moved in response to different social, demographic, environmental factors. The aim is to showcase the excellence of worldwide creativity, and highlight nuanced interpretations of the human experience.

The outcome of this analysis has led to the identification of seven key trends that will influence the communications and advertising sector, not only at a European level, but globally as well: 

• Back to the Brand Roots
• Practical Realism
• New Collective Activism
• The Digital Fandom Quest
• Rediscovering Human Uniqueness
• The Dawn of AI Optimism

Brands are stepping into the field of activism with increasing boldly claiming their positions and dedicating themselves to driving meaningful change.

The ADCE Creativity Trend Report 2023 is available for free, and can be downloaded here.

About Green Futures Initiative

The ADCE Creativity Trend Report 2023 is part of the Green Futures Initiative, an EU co-funded project created in partnership with Creatives for Climate and Clube da Criatividade de Portugal. It aims to mobilize the European visual communication and graphic design industry to address challenges related to employment, economic resilience, and smart growth, fostering innovation, improving skills and facing global competition. 

About Patrizia Boglione

Patrizia Boglione founded Trend Alchemy in 2021 as a trend lab where they identify consumer trends and write future narratives able to drive strategic thinking.  She is a versatile professional known for her expertise as a Brand Strategist, Trend Researcher, and Creative Education Designer. She currently holds the pivotal role of Creative & Brand Vice President at Translated, where her focus extends to branding, creative translation, and cultural intelligence. She is also Creative Director at Imminent, Translated's cutting-edge research center dedicated to language, Artificial Intelligence, and Neurosciences.

About the Art Directors Club of Europe

The Art Directors Club of Europe (ADCE) is a non-profit association composed by 22 clubs and associations of graphic design and advertising from 21 European countries: Austria, Bulgaria, Cyprus, Czech Republic, Estonia, Finland, Germany, Georgia, Iceland, Italy, Latvia, Lithuania, Netherlands, Portugal, Romania, Slovakia, Slovenia, Spain, Switzerland, United Kingdom and Ukraine.

Founded in 1990, the ADCE strives to foster excellence in graphic design and advertising as well as the use of creativity as an engine of change in society. The association represents more than 6,000 professionals from the field and gives visibility to the best works. The current president is the German Alexander Schill, Global Chief Creative Officer of Serviceplan Group.

ADCE is part of The One Club for Creativity based in New York, the world’s foremost non-profit organization whose mission is to support and celebrate the global creative community through programming that includes The One Show, the global ADC Annual Awards, ONE Asia Awards, Type Directors Club competitions, TDC Ascenders, Young Guns, Young Ones Student Awards, Next Creative Leaders, ONE Screen Short Film Festival, ONE School US and UK, ONE Creator Lab, and more.