JWT Intelligence Trend Strategist, Will Palley reports from the "Contagious" magazine Now/Next/Why conference in New York City and discusses the next big thing: alternative currency.
At Contagious magazine’s Now/Next/Why daylong conference in New York yesterday, the emergence of alternative currencies was a hot topic. The dramatic rise and fall of Bitcoin has highlighted the fact that consumer confidence is shifting away from traditional institutions like governments and central banks in favor of smaller, more independent alternatives. According to a recent study by Contagious, 21% of Americans and 15% of Britons would be comfortable with abandoning traditional sovereign currencies for currencies not tied to a major banking institution. (more...)
Your company is no longer holding interviews. Your consumers are. The tables have turned. We’re in a new marketplace in which consumer demand drives companies. You’re in the hot seat now. Tell me about yourself. (more...)
From the margins to the mainstream, social media is becoming so deeply embedded in our lives that it’s the new normal. What once used to be a destination is now a layer that runs through the web. This morning, JWT New York kicked off Social Media Week with a keynote from David Eastman, JWT North America CEO. In his address, “Social is Eating the Web,” he looked at the ways social has evolved and its effects on both brands and consumers. (more...)
A brand, wrote Stephen King in 1971, “has to be a coherent totality, not a lot of bits.” The founder of JWT’s planning department knew that brands are most effective when all their elements come together as a single unique personality. What would King make of today’s fragmented world of marketing where communication is delivered quite literally in bits: a Facebook comment, a 140-character Tweet, a Pinterest image.
Part three of a five-part interview series about the challenges and opportunities that social media presents to the brand idea.
It’s an exciting time to be in marketing. Traditional media channels are making way for a universe of digital options. Advertising is evolving past blatant commercial messages to include content and community. And consumers equipped with all manner of apps and devices are taking an active role in helping brands prosper. As long as marketers continue to serve up relevant, compelling ideas, consumers will open up their lives and their networks to brands. I talk to Christophe Cauvy, head of digital and innovation, JWT Europe, about how brands can maintain share of heart and mind in today’s marketing environment. (more...)
Part two of a five-part interview series about the challenges and opportunities that social media presents to the brand idea.
To succeed in social channels, marketers can embrace one of the things that social media does best: the sharing of content. Social channels have a voracious appetite for content—users want to comment, like, tweet, blog, and pin. Branded content answers those needs by offering up entertaining and stimulating material. But, as Ingrid Bernstein, Director of Experience at JWT New York, tells me in our interview, marketers need to take on strategic and production hurdles to turn their brand into a content brand. (more...)
Part one of a five-part interview series about the challenges and opportunities that social media presents to the brand idea.
Marketers who want to take full advantage of social media need to first understand that social media has forced brands and consumers into a new relationship. At its heart, advertising is the act of storytelling. Before social media, a brand could, without doubt, lay claim to being the teller of its own story. A message was broadcast through one-way media channels – television, radio, out-of-home, print – to an audience that was largely only intended to receive. Today the roles are recast and consumers are empowered to share their opinions as never before. I talk to Jack Perone, VP, Strategic Planning Director at JWT Canada, about the changing role of brands in competition with so many consumer voices.
With Social Media Week fast approaching in New York, Singapore, Milan, Tokyo, and other major centers, it’s a good time to take stock of how brands are faring in our always-on, multi-channel, multi-device marketing world.
Each Friday we package up the top trends, reports, articles and news bursts from the week. Our trends this week look at why Brazil is “the social media capital of the universe,” Millennials disproportionally suffer high levels of stress and anxiety, and luxury closets are on the rise. Read about these trends and more on JWT Intelligence.
Each Friday we package up the top trends, reports, articles and news bursts from the week. Our trends this week include the rise of peer-to-peer economy, the growing popularity of graphene ("the world's strongest material"), and the top 20 emerging markets according to Bloomberg Busienssweek. Read about these trends and more on JWT Intelligence.