This week Byfield attended The Drum's 2017 predictions event where leaders in the marketing sphere shared insights on what is to come in 2017. 

The Drum has recently published its annual ‘Predictions’ supplement, which focuses on what 2017 holds for the marketing, media and advertising world. The event was to consider experts' predictions and look at how businesses might grow and evolve. There was also a chance to look at the latest innovations with a private tour of its VR studios.

A key theme that kept cropping up was upcoming changes to legislation and whether the marketing sector was ready for them. In particular, the General Data Protection Regulation (GDPR) - a new legal framework - was mentioned. This framework makes use of reams of data everyday - what does this mean for the sector and, indeed, the general public? In addition, the increasing concern of data privacy was raised. 

It will be interesting to see how the marketing sector responds to these predictions.