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Earlier this week Rajat Paharia visited our offices here at JWT to speak at Social Media Week about game mechanics in marketing. (Gabe Zichermann, whom we also recently interviewed, was on the same panel.) We spoke with Paharia late last year as we were researching one of our “10 Trends for 2011,” All the World’s […]

As a self-described “gamification thought leader,” Gabe Zichermann makes a case for using gaming principles to motivate and engage consumers. He co-authored Game-Based Marketing and chairs the Gamification Summit, which takes place later this month in San Francisco. We spoke with him about one of our “10 Trends for 2011,” All the World’s a Game—the […]

Eco-friendly product launches increased by more than 500 percent from 2007 to 2009, reports Harvard Business Review. And green initiatives are shifting from competitive advantage to core competency, as we noted in our 10 Trends for 2010 report. As green products proliferate, and compete against each other, brands will need to focus less on eco-messaging […]

Christopher Poole, the founder of the controversial website 4chan, argues that online anonymity empowers people to achieve unfiltered self-expression. Poole, aka moot, spoke in defense of online anonymity at a recent TED conference, and the video’s release last week prompted debate around free speech. 4chan is part of a Web landscape where, in many places, unsavory […]

“Will 2010 be the year of the daddy blogger?” asked Fleishman-Hillard’s Jessica Smith last August on her blog. After all, 2009 saw a record number of stay-at-home dads in the U.S. (according to the Bureau of Labor Statistics), a major campaign from Sony targeting daddy bloggers, and launches of community networks like Dad Blogs and […]

Online privacy has been all over the news: Just this week a U.S. Congressman introduced draft legislation that would regulate how online ad networks use personal data and Facebook, already under fire for privacy issues, made headlines for exposing some users’ private chats. And yesterday the Lift Conference 2010 in Geneva—a Europe/Asia conference exploring the […]

The behavior of big brands at the heart of the global economy can affect billions. As Adam Hanft recently wrote in The Huffington Post, Google‘s free-speech issues in China are symbolic of how “brands have grown large in the culture, standing for increasingly meaningful issues, belief systems that stretch well beyond their core functional benefit.” In […]

A Hollywood twist on the future of marketing, The Joneses is a film about a “family”—really, employees of a stealth marketing agency in disguise—who use their lifestyle charisma to secretly sell upmarket goods to their suburban neighborhood. The Joneses is certainly based on real trends in covert branding. As a new platform for marketing, the […]

The UN’s World Water Day recently brought attention to escalating global water shortages, and cities worldwide are launching ambitious projects to solve the freshwater crisis. And increasingly, brands are starting to become more proactive in water conservation. Scientific American suggests that “water footprint” labels may help consumers conserve water by exposing how much of it […]

Is the mass market dead? The New Yorker’s James Surowiecki sees market growth for brands at the low end (e.g., the “well-priced adequacy” of Uniqlo jeans) and the high end (products that consumers consider worth the premium like the iPad), with brands in the middle languishing. Brand titans like Coca-Cola and McDonald’s will always be strong […]


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Things to Watch

  • Bio-responsive spaces
    May 19, 2015 | 4:48 pm

    DynamicSanctuary

    At last week’s Sight Unseen Offsite event in New York, Ford partnered with indie design studio The Principals to create the “Dynamic Sanctuary.” The sanctuary is a sculptural space made out of plastic, Plexiglas and LED lights that connect to a heart rate monitor and fade in and out based on the wearer’s pulse. The space was meant to be a haven from the chaos of daily life and a “poetic metaphor for the design ideas behind Ford’s 2015 Edge vehicle,” said Sight Unseen.

    Continue reading “Bio-responsive spaces” »

  • Rosé’s normcore moment
    May 14, 2015 | 12:21 pm

    Rosé

    As summer nears, once again we’re on the cusp of “rosé season.” While late spring often sees attempts to elevate the red-headed stepchild of the wine world into a product worthy of connoisseurship, this year something different is afoot: a knowing celebration of rosé’s bland charm.

    For perhaps the first time, a wine label is emerging from the self-aware world of Instagram—and, no surprise, it’s a rosé. Continue reading “Rosé’s normcore moment” »

  • Snapchat TV
    May 12, 2015 | 5:25 pm

    Snapchat

    This summer, TV’s highest-paid female actress, Sofia Vergara, will star in a reality series launching exclusively on Snapchat. The series, titled Vergaraland, is co-produced by Fusion and Vergara’s production company, Latin World Entertainment. It will tell the story of her Hollywood life through the eyes of her 24-year-old son.

    Continue reading “Snapchat TV” »

  • Virtual reality theme parks
    May 11, 2015 | 4:12 pm

    TheVoid

    Some worry that the coming age of virtual reality could lead to an epidemic of digital shut-ins—why leave the house when you can “be” anywhere with the touch of a button? The Void, however, imagines a social space where virtual reality might draw people together—a 21st century take on the classic video arcade.

    Continue reading “Virtual reality theme parks” »

  • Intangibles
    May 7, 2015 | 6:37 pm

    Intangibles

    How much would you pay for a snap? A voicemail?

    Walker Art Center in Minneapolis has launched an online shop that could be considered a conceptual art piece itself. The shop sells what Walker calls “intangibles”—ephemeral, digital commodities such as personalized ringtones or custom avatars to use on social media. Prices range from $1.99 to nearly $4,000, for a virtual ocean-view property on the platform Second Life.

    Continue reading “Intangibles” »

  • WhatsApp marketing
    May 6, 2015 | 4:32 pm

    Clarks

    Clarks shoes in the UK recently launched a WhatsApp campaign to bring the brand to life for its fans. The campaign asked users to add three characters to their contact lists—“some of culture’s greatest innovators, rebels and fashion icons”—who were all fans of the shoes. The characters then sent messages, videos and Spotify playlists through the app, telling the brand’s story while interacting with Clarks enthusiasts.

    Continue reading “WhatsApp marketing” »

  • Facebook’s Anthology
    April 30, 2015 | 4:20 pm

    FacebookVideo small

    Video is king on social media—more than 4 billion are viewed per day on Facebook alone. To capitalize on that, Facebook has just introduced Anthology, a partnership with seven media companies with the aim of creating unskippable ads.

    Continue reading “Facebook’s Anthology” »

  • MyIdol
    April 27, 2015 | 4:55 pm

    MyIdol

    Social media is abuzz with tiny pole dancers. And rock stars. And pandas. All thanks to an app that takes the humble selfie to new heights of playful absurdity—and in 3D, no less.

    Continue reading “MyIdol” »

  • Tindergram
    April 17, 2015 | 11:03 am

    Tinder Instagram

    Swiping just got more interesting—with its latest update, Tinder lets users browse the Instagram feeds of their potential matches. The pairing (which, Adweek notes, seemed inevitable) offers “a sort of social diary, co-written by your friends and family” to help people better stalk their dates.

    Continue reading “Tindergram” »

  • Everlane’s Transparent City series
    April 8, 2015 | 2:33 pm

    Everlane LA

    “We call it Radical Transparency,” says e-tail startup Everlane. The company, known for its luxe basics, was built on the principle of disclosing production costs and keeping markups as low as possible. Now, Everlane has launched the Transparent City tour, a first-of-its-kind look at the inner workings of like-minded local companies. The kickoff event in LA brought guests behind the scenes with local bloggers, designers and chefs to learn about their creative inspiration. And, perhaps the culmination of the week — Everlane invited a select few on a tour of their factory, sharing the garment construction process from start to finish. The tour had a 300-person waitlist.

    Continue reading “Everlane’s Transparent City series” »

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