In the News – December 2011

The Five Biggest Trends for Post 50s in 2012

By Erica Smith, Dec. 31, 2011

Asked to expound on the baby boomer–specific trends included in @erwwpr’s largest-ever trend tome, “The Big Little Book of Nexts,” CEO Marian Salzman talks about the demographic growing more technologically savvy, re-feathering their empty nest with jobless children, leaning on medical information found online, and falling in line with the movements toward privacy and mindfulness. She talks also of out-of-work boomers returning to school, digitally. “You can see this as a negative challenge, or a really big opportunity to rewrite the rules of who you are,” Salzman told Huff/Post50. “I actually think that residential empty nesters, the newly divorced, the newly single, are looking to do a complete life change.… We no longer write off 50, 60 or even 70. We see this as the new next stage.”

What We Wore in ’11—and Can Keep On Wearing, Stylishly

By Elizabeth Wellington, Dec. 28, 2011

Timed to answer quandaries about what to wear on New Year’s Eve, this roundup from a Philadelphia Inquirer fashion writer delineates which of 2011’s fashion fads will still make the cut in 2012. We’ll see bright-colored skinny pants persevere, along with wedges, tights, dressy print blouses, luggage-like totes, sportswear-inspired leggings and T’s, and bright lipstick. Hanging in there, too, will be looks inspired by the 1920s and 1930s—as will all things retro and vintage. Says trendspotter (and @erwwpr CEO) Marian Salzman: “We have been very influenced by all things Depression-era chic.”

The Changing Face of Change

By Marian Salzman, Dec. 27, 2011

In Marian Salzman’s most recent HuffPost column, the @erwwpr CEO talks the end of the world as we know it. “Look for [2012] to lead to a new era and change in thought,” she writes. “It has been said that the Mayans did not mean the world was going to end in 2012 à la Hollywood movies and doomsday theorists, but result in an enlightened age, a change in thought and a new way of living.… Don’t start stockpiling those canned beans just yet.” Instead of Armageddon, Salzman says we should watch for seismic shifts in world powers; expect to see America lose some ground, while Africa has a moment with women in power, a new consumer culture and more influence on the West. And China will take the United States’ place at center stage as it morphs into a new luxury market and center for sustainable building.

What Your Next 12 Months Might Look Like

By Anthony Johnston, Dec. 26, 2011

“The new year will be a portrait of contrasts—great new techno-breakthroughs and a rush toward embracing anything local, including crafts and foods,” says Marian Salzman, CEO of @erwwpr, in this 2012 trends piece. The article’s author highlights Salzman’s prediction about the crucial role that cloud computing will play in our lives, as well as her forecast that we’ll see an uptick in apps steering consumers toward ethical shopping (especially as more people worry about where their food is being sourced).

5 Trends: Can Futurists Help Investors Pick the Winners of 2012?

From Mindful Money, Dec. 23, 2011

“Futurists may not always get it right, but in tricky markets they may help investors identify the areas to target and those to avoid,” says this U.K. site, which consulted @erwwpr CEO Marian Salzman, along with other leading trendspotters, for clues about what the future holds, fiscally speaking, and how it might affect investors. Salzman shares insights about how our “life in a cloud” will become more important while also predicting that more of us will seek to “digitally detox.” Says Salzman: “A natural result of Internet dependency, more and more people will seek to cleanse themselves and get offline—at least at the dinner table. Essential digital detox reading is The Winter of Our Disconnect—one woman’s account of six months sans digital devices. Establishments will soon proclaim ‘No Wi-Fi’ as a selling point.”

Roll Call: Heineken, Viacom, and More

By Tonya Garcia, Dec. 23, 2011

In this Mediabistro piece highlighting top new communications hires and appointments, Marian Salzman gets mention for having been named to the board of the Bob Woodruff Foundation. Salzman rejoins the board of this nonprofit, which raises awareness about the needs of soldiers who have returned home from combat, after an 18-month hiatus. In addition, notes the article, @erwwpr has been named the Bob Woodruff Foundation’s pro bono PR agency.

Bridgeport Conundrum

By Alexander Soule, Dec. 23, 2011

Architecture firm Fletcher-Thompson will return its HQ to Bridgeport, Conn.—where it was founded in 1910—after a 10-year sojourn to nearby Shelton. Beginning in 2014, the firm will operate out of the former Mechanics and Farmers Bank building, known for its history and architectural beauty. This article’s author says the high-profile move is “punching a hole in the argument that downtown Bridgeport cannot attract high-end professional services companies.” @erwwpr CEO Marian Salzman is quoted in the article comparing Bridgeport with the area of New York City that’s now a wellspring of tech startups and creative endeavors: “I can’t figure out why no one is turning Bridgeport into the next Brooklyn. We know it can be done in Dumbo.”

Salzman Named to Board of Bob Woodruff Foundation

By Danielle Drolet, Dec. 21, 2011

Marian Salzman, CEO of Euro RSCG Worldwide PR, North America, has joined the Bob Woodruff Foundation’s board of directors. Appointed in December at the BWF’s board meeting, Salzman previously served on the board of the nonprofit; in addition, @erwwpr was named its pro bono PR agency in September 2011. The foundation is dedicated to supporting injured service members, veterans and their families.

2012 Trendspotting

From M&M, Dec. 20, 2011

Cherrypicking @erwwpr CEO Marian Salzman’s global trend predictions for 2012, this article focuses on the movements toward cloud computing, more sex, digital detoxes and graydar, among others. Graydar, by the way, is a metaphoric construct meant to denote the hue du jour, as our work and home lives blur to gray and a quarter of the population reaches age 65 or older. Look for that older generation to try to connect with younger generations through something Salzman has dubbed “Brand-Me Down,” whereby more brands will bridge two generations with nostalgic campaigns. They’ll be designed to work both ways: Mom will take daughter to Tiffany to shop for a string of pearls, and daughter will take Mom to Topshop to pick out on-trend clothes.

On My Radar: Marian Salzman’s Cultural Highlights

By Annalies Winny, Dec. 18, 2011

Spotify, the Super Bowl, Steve Jobs and SameSky.com. These are but a few of the trends @erwwpr CEO Marian Salzman calls out in this end-of-year piece that concentrates on the year’s biggest hits from cultural realms such as food, music, art, TV, the Internet and books. Speaking of books, Salzman said she found Walter Isaacson’s Steve Jobs bio engrossing. “I was so perplexed after reading about all [of his] paradoxes—of living like a normal person but being this millionaire, of being so brutal but being so generous,” she said. “I couldn’t make peace with what I was reading. I pulled an all-nighter to finish it.”

Retreat from Reality: Cheap Thrills to Lighten a Dismal Year?

From The Economist, Dec. 15, 2011

This entry from The Economist’s forward-looking blog, Cassandra, looked to @erwwpr CEO Marian Salzman’s economic-specific trend predictions for 2012. Featured forecasts include the havoc that financial woes will wreak on romance as men remain unemployed and disheartened, manufacturers’ increased focus on the 65-or-older market and the proclamation that Mumbai is the new Dubai in terms of opulent spending. Also highlighted here: less reality-TV watching and more carnal behavior. As the down economy leaves couples with less to do, they are turning more often to the bedroom. Salzman’s proof: Sales of lubricants, condoms and toys? All up.

What’s Coming for PR in 2012?

By Matt Wilson, Dec. 14, 2011

Bidding adieu to 2011, this article’s author turned to Marian Salzman and her comments during a recent PRWeek webcast about what 2012 holds in store. The noted trendspotter began by saying that in order to spot trends, you’ve got to keep your eye always on technology, especially hashtags, and be thinking only as far out as 12 to 18 months. In terms of consumerism, she said people will be looking to buy “essentials only”—and that as they rein in their spending, they’ll be in the mood for happy stories. And what should PR pros be particularly concerned with? In addition to getting measurable results and being jacks-of-all-trades, said Salzman, they’ll need to pursue “local interests and universal truth.”

Peruvian, Local, and Thai: Trends for 2012?

By Caroline Scott-Thomas, Dec. 8, 2011

As much as our taste buds or appetites, our beliefs and experiences will play into what we chow down on in 2012. Drawing from various end-of-year food trend lists, this article says we’ll look to our meals to quell our economic anxieties, minimize our environmental impact and represent our love of local. And we’ll see big brands unveil products with ever-healthier slants as “fat phobia” takes hold. “People are freaking out about being fat,” says @erwwpr CEO Marian Salzman in a quote extracted from a recent blog post on the Institute of Food Technologists’ site. And then there’s this creepy, crawly newsflash from the article’s author: “Several publications have claimed that insects could help feed a growing global population, as they are packed with protein and could be more environmentally sustainable than other protein sources.”

Here Come the Food Trend Lists

By Eliza Barclay, Dec. 6, 2011

In this piece on NPR’s food blog, the Salt, the writer sniffs out the newest in edible trends, turning to food consultants and end-of-year lists for clues about what 2012 might dish up. @erwwpr CEO Marian Salzman, the only trendspotter cited, foresees more pop-up restaurants and food trucks on our gastronomic horizon. But food trends might be the most difficult to predict, says this article’s writer, because of our country’s varying budgets and tastes: “If you’re one of the tens of millions of Americans on food stamps, your options are pretty limited. But if you live in a major metropolitan area and have a demanding palate and the income to support it, you have more food choice at your fingertips than any humans have ever known before.”

The New Consumers

By Alejandra Cristofani, Dec. 5, 2011

The writer of this article, a marketing professor in Argentina, identifies seven new categories of consumers, who—influenced by poverty, fear and other circumstances—approach buying with of-the-moment needs and desires. Among the new consumers described are Ninis (young people who neither work nor attend school, choosing to live instead in the here and now), Kidults (usually male adults who consume like boys) and Alpha Women (active and independent women who bring home more bacon than their partners). The piece attributes the term “alpha women” to @erwwpr CEO Marian Salzman.

Still No Jetpacks, but Telemedicine, Personalized Medicine

Are the Future, Says Study

By Matthew Arnold, Dec. 5, 2011

MM&M homed in on @erwwpr’s healthcare trends for 2012 from its “annual crystal ball–gazing white paper,” this year called “The Big Little Book of Nexts.” Summarizing predictions in that report about telemedicine, personalized medicine, medical tourism and others, the article also quotes Larry Mickelberg, chief digital officer of Havas Worldwide Health, a Euro RSCG company, who expects that “[t]he transformation of health will continue to accelerate, getting bigger as companies scale beyond traditional borders and also smaller as more targeted therapies and communications come to the fore. The result is the creation of live global ecosystems of data, help and service. We have the opportunity to marry these new streams with more traditional health communications and power better health experiences.”

The New Social Order

By Marian Salzman, Dec. 5, 2011

Are we ever really alone anymore? In our hypersocial age, alone time has become tantamount to the most exotic and coveted luxury there is; even so, our “me time” more often than not becomes “we time” as we find ourselves unable to resist the call of social media and our social networks. In this bylined piece, @erwwpr CEO Marian Salzman recalls “a time when, say, your spouse would go into the bank or the store and leave you sitting there, maybe scanning radio stations and staring at the scenery out the car window. Now, we bury ourselves in our smartphones for fear of doing nothing.” Salzman predicts that honest-to-goodness solo time will be a priority in coming years, as connection fatigue leads to full-on exhaustion.

A Little Nudge Toward the Next Big Thing

By Alexander Soule, Dec. 2, 2011

New York and California are home to 28 percent of PR and advertising jobs in the U.S., but @erwwpr

CEO Marian Salzman wants Connecticut to be the new industry hub. In a letter to Gov. Dannel Malloy, Salzman, writing as president of the Fairfield County Public Relations Association, made the case: “Connecticut’s creative corridor needs to start proudly selling itself.… It’s not without reason to imagine a time when Connecticut could be a nexus for all things PR, marketing and advertising.” Every “Big 4” ad agency claims a Connecticut outpost, and so does Euro RSCG, according to this article’s writer, but Salzman wants Fairfield County agencies to promote an industry cluster and for firms to consider moving headquarters there.

Putting PR in the Corner

By Marian Salzman, Dec. 1, 2011

CEOs, says Marian Salzman in this bylined piece, need “a C-suite executive’s must-have accessory: a PR pro as partner.” She offers two extremes of how brands can be managed by their leaders as an illustration: Evelyn and Leonard Lauder vs. Bernie Ebbers. To avoid a serious case of brand damage (as the latter showed the world), Salzman also gives four actions CEOs should take, which she expands on in the column: Have a heart. Remember that every word counts in large amounts. Be the brand. Overcommunicate with staff.

Cause Is the New Celebrity

By Marian Salzman, December 2011

In this bylined article for the International Public Relations Association’s monthly online magazine, @erwwpr CEO Marian Salzman explains why melding celebrities with good causes is a win-win for all involved—the celebrity, the cause and the PR agency that orchestrated the whole thing. “Everyone in PR knows that cause doesn’t get very far without celebrities,” says Salzman, whose agency has long been in the CSR game and has worked with lots of A-listers. “What fewer people know is that celebrities need a cause to get behind just as badly. After all, it was Angelina Jolie’s humanitarian work … that earned her such a lofty place in the public’s esteem. Likewise, Princess Diana won her twinkly sainthood because of her charity work.”

Euro RSCG CEO Predicts 2012 Trends in PR, Marketing and International Issues

By Emma Cameron, December 2011

Brand transparency is one of the five forecasts from Marian Salzman’s annual trends report that Emma Cameron, an account director in Euro RSCG PR’s Manchester office, highlights in this blog post. “The pressure is on for businesses to be better, to be transparent and to be accountable,” says Cameron. “We want answers, and businesses must keep up or risk losing face and, crucially, customers.” The other four @erwwpr trends featured here are a renewed focus on traditional pleasures such as family and food, the surge in cloud computing and collaborative software, the graying of the world and the unprecedented platform offered to us by social media sites to get our opinions heard.

Donna Karan Adds Substance and Style by Touting Urban Zen on
‘Piers Morgan Tonight’

By David Ward, December 2011

Donna Karan’s visit to “Piers Morgan Tonight” in September 2011 landed @erwwpr VP Colleen Cleary a Q&A in PRWeek’s Critical Hit column. Quizzed about how the agency got the fashion designer’s philanthropic foundation, Urban Zen, featured on the high-profile CNN program, Cleary explains that in light of Karan’s efforts with Haitian artisans, she pitched producers a roundtable with Karan, the presidents of Haiti and Rwanda, and an author who’d written a book on post-earthquake Haiti. “Heading into the campaign, Karan told us, ‘I really want to be on Piers Morgan,’ so making that happen was a big deal,” Cleary says. “The segment also helped position her as someone who does a lot more than make fabulous clothing. In addition, it raised Urban Zen’s profile, so everyone was thrilled with the segment.”


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