In the News – November 2011

Expert Predicts Top 11 Things the World Will Buy, Watch and Do in 2012

By Melanie Harvey, Nov. 30, 2011

“Fascinating reading.” That’s what this Scottish paper says about @erwwpr’s “definitive list of global behaviour and trends for 2012,” in the words of the article’s author. It lists the 11 top predictions by trendspotter Marian Salzman, from Lipstick Geeks (“women succeeding in everything from start-ups to media gigs as they embrace tech,” says the article) to Brand-Me-Downs (“more brands will attempt to bridge two generations”). “I expect next year to be a portrait of contrasts,” Salzman told the paper. “Great new techno-breakthroughs that make life easier, richer, fast and more global—and a rush towards a last embrace of anything local, from news and content to crafts and foods.”

Report Names Top Advertising Trends for 2012

From Advertising Specialty Institute, Nov. 22, 2011

Perking ears over at the Advertising Specialty Institute were @erwwpr’s five advertising trends, as included in the agency’s latest annual trends report, “The Big Little Book of Nexts.” The brief excerpts here analyze a few things to look forward to: “keeping it real” in the ad world, brands using their pop culture legacies, interactive ads getting more inventive, more gender sensitivity and big marketers thinking local. Marian Salzman, CEO of @erwwpr and chief architect of the report, is quoted as saying, “Not surprisingly, the domination of mobile will be the story in 2012-13. But stay tuned to the rise of Internet TV and social media that targets influencers.”

A Cloudy Forecast for Screenagers

By Marian Salzman, Nov. 22, 2011

We first heard the term “screenager” in the ’90s, in Douglas Rushkoff’s book Playing the Future. Back then, it referred to a teenager who spent a lot of time at a computer screen. Now, we’re all screenagers. Skype, Hulu and Spotify will continue to change how and where we live, and mobile will become the biggest player in this new “instaculture,” says Marian Salzman in this bylined piece, because of mobile’s extreme portability and storage facility with information in the cloud. “But,” says Salzman, “I can’t help but wonder if all this utility and portability comes at a price: a feeling of transience and a nomadization of our digital endeavors, with our sense of place being, well, up in the air.”

5 Big Trends for Education in 2012-13

By James Marshall Crotty, Nov. 21, 2011

Right off the bat, the author of this Forbes piece confesses his lifelong interest in—and simultaneous skepticism of—those he calls “futurists” but allows that the predictions in the newest trendspotting tome from @erwwpr CEO Marian Salzman “bear reading.” Dissecting the agency’s education predictions, he summarizes trends that run the gamut from the elementary school classroom—think tablets that teach Mandarin Chinese and yoga—to the Ivy League campus, now expanding from Cambridge to Mumbai (where Harvard Business School has broken ground on a new program) and France (where Nicolas Sarkozy is earnestly plotting a French Ivy League).

Authenticity, Heritage, and Playfulness: Euro RSCG Predicts Ad Trends for 2012

By Emily Tan, Nov. 17, 2011

The Chinese will curate booming fine art collections, Indonesians will double their middle class and Indians will be living in “The New Dubai.” These Asia-Pacific-specific trends, among others, were cherry-picked for a CampaignIndia article that mined the 150-plus trends in @erwwpr’s “The Big Little Book of Nexts.” Adding to the report’s trends, Euro RSCG’s chief digital officer for Asia, Andrew Knott, spoke to this magazine about SoMe trends in Asia, saying, for instance, “Social media is the centre of gravity for digital marketing in China.… [T]he Internet had surpassed TV, for the first time, in terms of influence and engagement in China. It’s a really, really big deal.”

Benetton Gets World Leaders Smooching in Provocative Ads

By Bruce Horovitz, Nov. 16, 2011

Now that social action is “back at the forefront of consumer thought,” thanks to the Occupy Wall Street movement, says this article’s writer, Benetton is trying to return to its attention-getting ad roots. Many people watching are questioning not only the legality of new ads showing opposing world leaders “kissing” but also the ethics behind them. As for Marian Salzman, CEO of @erwwpr, she thinks the branding was a little off: “This message would be more relevant coming from Hershey.”

Top 5 Parenting Trends for 2012

By Kristina Sauerwein, Nov. 16, 2011

“Constant parenting,” a new ceaseless, exhausting, high-anxiety type of child rearing, will manifest itself in 2012, according to @erwwpr CEO Marian Salzman, quoted in this BabyCenter story that passes on the parenting trends detailed in Salzman’s annual report on trends to expect in the coming year. “Today’s parents want to have it all for themselves and their children, with amped expectations from an unlikely group—the once-slackerish Gen Xers, now in overdrive when it comes to raising kids,” says Salzman in the article. “Everyone complains, but super-mindful, high-anxiety parenting will continue, especially in tough economic times.”

Trendspotting for 2012 and the Graying of the World

By Marian Salzman, Nov. 15, 2011

Pantone is looking to tropical hues, but Marian Salzman, CEO of @erwwpr, says gray matters for 2012. It’s the “metaphoric hue for everything from life in a cloud (think mobility, portability and transience) to the graying of our society, on a global scale.” And it’s going to be tracked on “graydar.” Gray is the color, she continues, of the middle class, of a new neutral palette in the home, of famous women’s locks, of collaboration: “Gray is where black and white meet. Yes, it’s the color of uncertainty (we’ve got that in spades), but it’s also the dulling down of polarization.… Have we gone from ‘all about me’ to ‘all about us’?”

Euro RSCG Predicts Trends for 2012

By Madeleine Ross, Nov. 14, 2011

That all-the-rage topic among techies—cloud computing—will “sky-rocket” into mainstream popularity through mobile devices. Australian marketing and PR title B&T called out that prediction from @erwwpr’s annual trends report, in addition to a new era of collaboration, services brands will need to provide to consumers, and others. The article quotes agency CEO Marian Salzman on how trendspotting helps prepare businesses for the future: “When a multinational brand gets ahead of a trend and can own it, and ride its wave, the benefits are long-lasting—recognizing, of course, that one of the trends in recent years is the speed of change, as well as the fickleness of leading-edge consumers who embrace what’s new one day and move on to another new the next.”

What Will 2012 Bring for Marketers?

From Marketing (Australia), Nov. 14, 2011

Before setting any marketing decisions in stone for 2012, businesses would be wise to take a gander at Euro RSCG Worldwide PR’s latest annual trends report, “The Big Little Book of Nexts: Trendspotting for 2012.” At least that’s the word from the staff at this Australian pub, which writes, “While your marketing budgets are being allocated, take a minute (or ten) to review Euro RSCG’s predictions for the year to come.” Of particular interest to the magazine were the agency’s thoughts on cloud computing, the keyboard as mediator and communicator, and how the era of “me” is giving way to the era of “we,” among others.

My Latest Preoccupation

By Marian Salzman, Nov. 11, 2011

While Greece and Wall Street have been keeping everyone preoccupied, Rhode Island was busy declaring bankruptcy. Some towns didn’t have a dime left in their pension funds. Bernie Madoff has been on the mind of Marian Salzman (@erwwpr’s CEO) lately, and she sees a familiar pattern in the two stories: “It’s tough to swallow that our own local governments are seemingly engaging in activities similar to those from one of the most evil criminal minds of all time: using money that folks have spent their lives putting into a system that they had faith in.” Her bottom line: “Maybe it’s now time to take another look at [laws] that would regulate what is happening to our savings, pensions and futures.”

Social Media from Schools

By Romey Louangvilay, Nov. 6, 2011

Today, colleges are teaching social media as an important way to communicate, says Romey Louangvilay, senior account executive and social media Newsengine manager at @erwwpr. They’re also going beyond just a Facebook page and Twitter account; some are developing their own social tactics to up enrollment and morale. Louangvilay calls out three schools in particular that are influencers in social media right now: Harvard, Leeds School of Business and the University of Texas at Austin. If their efforts (detailed in the full article) are a glimpse of the future, he writes, “then we are in for a good treat.”

One Young World Pittsburgh Planning Begins

By Paul J. Gough, Nov. 4, 2011

The co-founders of One Young World, Euro RSCG Worldwide Global CEO David Jones and Euro RSCG U.K. Group Chairman Kate Robertson, recently visited Pittsburgh to start the one-year countdown to the global youth leadership conference. They also went to rally support for the event—brought to Pittsburgh by the winning bid from Euro RSCG Worldwide PR’s Pittsburgh office, which “showed the city at its best,” Robertson told the Pittsburgh Business Times. Click here to see an interview with Robertson and here to hear some words about OYW from Jones.

Futures Exchange

From Thomas Cook Travel magazine, November 2011

Marian Salzman, CEO of @erwwpr, leads the pack of trend analysts chosen by this U.K. magazine to give their forecasts for 2012. She cites “ethnic tourism” and “a full-on push for TV on the Internet” and says 2012 will be “the beginning of an era where notions of time are divided differently.… the traditional ‘agrarian’ workday will be upended by the digital generation’s ability to work anywhere, anytime.”

The Future Faces of Hate

By Marian Salzman, Nov. 1, 2011

“Hate mongering,” says @erwwpr CEO Marian Salzman in this bylined piece, “is what sells news—or, rather, raises ratings.” But whom will we hate now that Osama bin Laden, Saddam Hussein and Moammar Gadhafi are now dead? Salzman gives a few ideas: Maybe other countries will be our “targets of contempt” (China, perhaps?). Or maybe reality TV stars (Kim Kardashian is proving to be a likely candidate). No matter the person or nation that steps up, our new culture of hate is fascinating Salzman, especially because it’s happening simultaneously with a time when everyone seems to “like” everything.


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