In the News – January 2012

CT’s Pitch as a Haven for Ad Pros

From Hartford Business Journal, Jan. 30, 2012

A group of Connecticut-based marketing and communications professionals have made the pitch of a lifetime, suggesting that southern Connecticut be used as a “creative corridor” designed to rival New York City’s Madison Avenue. “Connecticut is home to a wealth of talent, but all too often, these creative workers are commuting out in the morning and home late in the day,” says @erwwpr CEO Marian Salzman, who also serves as president of the Fairfield County Public Relations Association (FCPRA). “We think it’s vital to the future of the state to engage our communities and optimize the talent here to create a creative and stimulating culture.” @erwwpr has released a white paper detailing the plan to construct this corridor and help it thrive.

Effort Starts to Develop ‘Creative Corridor’ in Region

By Richard Lee, Jan. 26, 2012

Fairfield County, Conn., lays claim to almost 600 PR, marketing, graphic arts and advertising agencies; industry professionals in the area want to attract more and establish a “creative corridor.” Were there a large agency headquartered in Connecticut, others might be encouraged to set up shop, too, said @erwwpr CEO Marian Salzman—also president of the Fairfield County Public Relations Association, leading the effort—at a recent meeting in Stamford. The best way to turn this corridor into a reality? Connecticut companies should hire locally based agencies and services, says Salzman. “We have to come together to tackle the image of Connecticut being staid,” she said at the meeting. “Outside the state, we have the reputation as a place for financial services and hedge funds. Perception is reality in our business. This is about creating employment.”

Registration Opens for IBD Summit

From Bicycle Retailer and Industry News, Jan. 26, 2012

Beginning on April 17, Interbike’s IBD Summit will host several speakers, including @erwwpr CEO Marian Salzman, to discuss topics such as consumer behavioral trends and insights on how progressive retailers can maintain their current customer base while also going after new customers. “Our goal is to deliver something to the audience that is innovative, engaging and, most importantly, tangible,” says Interbike Managing Director Pat Hus. The group has engaged Salzman to do all of that—she’ll kick off the summit with a talk about how important consumer trends will factor into bike retailers’ near future.

‘Creative Corridor’ Mulled for Area

By Chris Bosak, Jan. 25, 2012

If Marian Salzman has anything to do with it, Connecticut might soon be home to a “creative corridor” studded with high-powered public relations and communications companies. The CEO of @erwwpr and president of the Fairfield County Public Relations Association, Salzman joined 100 other local industry professionals in Stamford to discuss the best way to, she said at the meeting, “change how we think about ourselves” and not be “content to be a suburb of New York City.” Supporters of the corridor have already kicked open the doors on a “hybrid” marketing communications agency in Stamford that’s intended to pave the way for the initiative.

Am I Antisocial?

By Marian Salzman, Jan. 24, 2012

In her latest thought piece for the Huffington Post, @erwwpr CEO Marian Salzman questions whether her heavy dependence on technology (especially an enduring fondness for her two BlackBerrys) and her increasing aversion to phone calls and small talk indicate that she might be antisocial. Though she enjoys staying connected to a large number of old friends and colleagues, she prefers doing so through type technology rather than that of the voice variety. Salzman concludes that if she’s antisocial, at least she’s not alone: “It seems that all the hyperconnectedness in today’s society is siphoning away our energy for real-life interaction. Some people might call my lifestyle antisocial; I’d prefer to say I’m living the ‘new normal.’”

Is Life the New Start-up?

By Gisele Wertheim Aymes, Jan. 19, 2012

The world is ever more connected and changing quickly, says this writer, and “we will all need to learn how to live!” To that end, she offers 12 global trends (with an eye toward how they affect South Africa, where this website originates). Trend No. 6, “The Always-Ticking Millennial,” features the thoughts of Marian Salzman, @erwwpr CEO and noted global trendspotter. “The new digital generation works anywhere, anytime,” Salzman says. “2012 [will] be the beginning of an era in which notions of time are divided differently; especially when we all know work nowadays is a 24/7/365 proposition. All hands on deck, but at different times.”

People on the Move

By Anna Baskin, Jan. 18, 2012

Dalton Dorné is @erwwpr’s new chief marketing officer. She is already familiar with the agency’s global network; Dorné most recently worked as the regional marketing director for Euro RSCG Asia Pacific, based in Singapore. She spent more than a decade in China before that, for Ogilvy and China Central Television, and she is fluent in Mandarin. Dorné’s hiring is part of @erwwpr’s strategic global growth plans.

PR Trendspotter Extraordinaire Salzman Offers Predictions for

Industry’s “Quirky” 2012

By Marian Salzman, Jan. 17, 2012

“In no time at all, 2012 has become 2011’s plucky and extremely polarizing successor,” says @erwwpr CEO Marian Salzman in her lede to this bylined Daily ’Dog post. What she calls a “defining moment in history,” 2012 will include angry Americans relinquishing their dreams of owning a home and graduating from a four-year college, young people moving in with their parents, everyone attempting “digital detox” and many people asking more of the companies we buy from. Salzman also offers up some of the best trends from her annual forecast, “The Big Little Book of Nexts,” in the categories of people, places and messaging.

Trends for Your Retail Radar

By Teresa Novellino, Jan. 17, 2012

The National Retail Federation’s annual convention this week yielded plenty of insights about this year’s retail trends, and they’re nearly all technology-related. Among them: what time of day customers are shopping and where they’re located geographically. In a convention session called “What Not to Miss: Trends to Capitalize On for 2012,” @erwwpr CEO Marian Salzman explained to the audience, “If you can’t sell [your message] in 140 characters or less, it’s off the market, and that includes the branded hashtag embedded in the text.” Salzman spoke, too, of e-commerce’s unremitting rise: “We’ll do lots of shopping, and we’ll do it when we can be in our living rooms and find the best price. We’ll use stores as a way to curate ideas.”

2012: The Big Trends

From The Economic Times, Jan. 11, 2012

“If 2012 promises one thing, it is more chaos,” begins this article from an India-based financial publication. Its writer taps @erwwpr CEO Marian Salzman and two other trendspotters for insights about our new year. Salzman predicts that Indians will turn inward to marvel at the power of local and that Mumbai will become the new Dubai in terms of luxury and prosperity. She speaks, too, of India’s millennials—dubbed “Generation Go”—now benefiting from unprecedented opportunities thanks to technology and self-confidence. Also mentioned is the new trend that has American college students opting to spend their junior year studying in India. “There’s a recognition that India may have more in common with the West than China and may be easier to master at least on the surface,” says Salzman. Another bonus: the prevalence of English.

Top Trendspotter’s 2012 Predictions

By Jane Hamilton, Jan. 11, 2012

“Marian Salzman works out what we want before we even know it,” says this article of @erwwpr’s prescient CEO. Salzman flags 12 trends for 2012, largely centered around marketing, media and technology. She predicts, for instance, that more people than ever will attempt a “digital detox.” Look also for people to rebel against reality television, turning instead to Internet TV and scripted shows such as “Modern Family,” “The Middle” and “New Girl.” As people look to reclaim their lives by reducing the glut of Internet and social media use, says Salzman, they will work instead to use the Internet to their advantage, connecting with like-minded world citizens to speak out against concerns such as bullying and to gain an audience with governments and big businesses.

Trend Alert: 10 New Products to Watch for in 2012

By Bruce Horovitz, Jan. 9, 2012

Though Americans can expect fewer new products to hit the market in 2012, the new products they will be introduced to will aim to make them feel smart—so smart that they’ll want to share their favorite new product on their favorite social media site. At least that’s the big idea, says this writer in a piece that spotlights 10 forthcoming products, among them Kleenex boxes personalized with family photos and a V8 juice–energy drink hybrid. Says @erwwpr CEO Marian Salzman in the article: “Smart is the ultimate weapon in social volleyball. It’s the new game people play, lobbing 140 characters here, there and everywhere.”

Forget Inflation: Is Deflation the Real Threat?

By John Waggoner, Jan. 8, 2012

In spite of a 3.5 percent gain in the government’s Consumer Price Index over the previous 12 months, most other prices are plummeting and more people adopting an “inflationary attitude,” says this writer, essentially turning bargain hunting into the great American hobby. People today are actually spending less money because they feel they should be, not because they’ve lost income, says this article, which quotes @erwwpr CEO Marian Salzman: “We have become obsessive to chase the lowest low prices.” One bottom line: That’s a “deflationary attitude,” says the writer, and to combat deflation, the Federal Reserve can be expected to target a specific level of inflation to reflate the economy.

Trendspotter Shares What to Watch in Retail in 2012

By Jennifer Overstreet, Jan. 6, 2012

In anticipation of @erwwpr CEO Marian Salzman’s appearance at Retail’s BIG Show in New York City this month, she was asked to elaborate on her retail-specific predictions for 2012, as included in the agency’s newest trendspotting report, “The Big Little Book of Nexts.” Salzman talks in this Q&A on the National Retail Federation’s BIG Blog about seeing more people “shopping under the tech influence” as they engage in virtual shopping. She is asked, too, about her coining of the term “hoteltail,” whereby more hotels are inviting boutiques to open in their lobbies. “I think the trend really started way back when chains like the W and the Westin were selling their bedding to guests,” explains Salzman. “The opportunity extended itself to retail outlets that reflect the values and aesthetic of the hotel to include lifestyle items that inhabit a cooler-than-cool mystique.”

Food Trends: Is 2012 the Year of the Potato?

By Bob Batz Jr., Jan. 5, 2012

This comprehensive look at what 2012’s menus will hold decrees the potato the special du jour. One restaurant consulting firm exec says we can expect restaurants that will let us customize the cut and crispness of our french fries, while one trendspotter explains that the public’s return to the potato comes after a lengthy sojourn with Atkins-type, carb-banishing diets. Other noteworthy food trends: fresh sardines, coconut oil, seaweed in non-Asian dishes, popcorn, turmeric, artisan spirits and the pluerry—a hybrid of a plum and a cherry created for people who like plums but not its juice dribbling down their chin. Also included is @erwwpr CEO Marian Salzman’s prediction that “fat phobia” will take hold this year. Says Salzman, “As hate for overweight grips the globe—even the stylish French are seeing a disturbing rise in obesity—look for big names such as Pepsi to get in on healthy choices.”

Keen On … Marian Salzman: What Were the Top Trends in 2011? What Will Be the Top Trends in 2012?

By Andrew Keen, Dec. 30, 2011, and Jan. 3, 2012

In this two-part interview with TechCrunch TV, @erwwpr CEO Marian Salzman first reflects on 2011, which host Andrew Keen calls “a momentous year in world history” and looks toward 2012, which she foresees as being “very polarizing.” Salzman explains: “2012 could be enormously polarizing, depending on who the [U.S. presidential] candidates become, how dirty it gets, how egregious we allow the privacy debate to become.… 2011 has just been background noise.… 2012 is actually a defining moment in history.” Salzman points also to themes we’ll see in political ads and all marketing efforts this year—real people with real storylines and real transparency—though these ads might end up stoking anger rather than inspiring real action. “You’ve got to move people with true desire to actually get up and do something,” says Salzman. “You’ve got to give people an activation step.”

Five Food Trends for 2012: Top Foodie Practices for the New Year

By Shelley Seale, Jan. 3, 2012

In 2012, more people than ever will worry about getting fat; this will be true in the U.S., where the obesity epidemic is at an all-time high, but also in France and Denmark, which has introduced a “fat tax” on foods high in saturated fat. For this reason, “healthy snacking” made it onto this food trends list, which quotes @erwwpr CEO Marian Salzman, a leading trendspotter, saying, “Look for packaged baby carrots, low-fat chips and salsa, or hummus to be huge for those looking to slim down.” On the flip side of that nutritional coin, Salzman says we can expect a surge in high-fat Southern cuisine. “You just wait and see,” she says. “Down-home cooking will trend high.” One cookbook author agrees, saying she believes Southerners have been ahead of the gastronomic curve all along, as they’ve been eating “seasonally and locally for generations.”

Make Way for the Culinary Cutting-Edge of 2012

By Greg Morago, Jan. 3, 2012

This article highlights 10 new culinary trends for 2012—from the bizarre (sauces thickened with blood) to the down-home (sauces thickened with flour). This latter gravy-soaked trend will put cornbread, biscuits and fried chicken on more plates above the Mason-Dixon Line. Marian Salzman, CEO of @erwwpr, speaks to the Southern-inspired comfort food trend, saying, “Chef Marcus Samuelsson’s Harlem eatery Red Rooster, for example, is wooing celebrities with okra, smothered pork chops and fried green tomatoes. Not exactly lean cuisine.” Other eats on this list: all things “heirloom,” Peruvian foods, fish skin crisps, honey, cheese and arancini (Italian rice balls).

Millennials Say ‘No Thanks’ to 9-5

By Camille Tuutti, Jan. 3, 2012

The traditional 40-hour workweek might soon grow more flexible, with more people setting up a home office and working at different times of the day and night, says this piece. Among other sources, the writer quotes @erwwpr’s “Big Little Book of Nexts,” which alluded to this shift, saying, “Generation Y … will upend the traditional workday, as the digital generation works anywhere, anytime. Look for 2012 to be the beginning of an era in which notions of time are divided differently, especially when we all know work nowadays is a 24/7/365 proposition.” These changes are attributed primarily to millennials’ tastes, which sway toward jobs that are more flexible and permissive of social media use than those that pay better.

Big in 2012: Trend-Watchers Tells Us What to Expect

By Amy Kuperinsky, Jan. 3, 2012

Human interaction, high-fructose corn syrup and spending to excess on fashion. These things are all out, says this article’s writer, who looked to @erwwpr CEO Marian Salzman for guidance about the coming year. According to Salzman, our appetite for reality TV will wane, and the student loan crisis will become an even bigger monster than the housing crisis. Also expect more people to look into natural alternatives to medicine and experiment with self-diagnosis through their computer. “If you suffer from epilepsy, if you suffer from a sprained wrist, you can do all of the medical research,” Salzman says. “It’s made us much more willing to embrace [the] homeopathic.”

Doomsday Forecasts Aside, Changes Coming in 2012

By Jim Nolan, Jan. 1, 2012

This New Year’s Day piece takes a look at what 2012 what might hold in terms of politics, arts and culture, sports and the environment—that is, if we make it through 2012 alive. “Haven’t you heard?” asks this reporter. “The world is supposed to end this year—at least if you’re prone to a misinterpretation of the Mayan calendar, Nostradamus, or remain a never-say-we-won’t die-hard follower of debunked doomsday cleric Harold Camping.… For the remaining 99.9999 percent of us, 2012 will likely last until, well, 2013.” @erwwpr CEO Marian Salzman is given the floor in the feature’s arts and culture section, which pulls from the agency’s “The Big Little Book of Nexts.” Featured here are Salzman’s predictions that the organic versus non-organic debate will reach a fever pitch and that people will look to digitally detox.

Plugged In

By Nancy A. Ruhling, January/February 2012

A journalist pays a visit to @erwwpr CEO Marian Salzman at her Stamford, Conn., home early one Sunday morning to discuss her work as a PR pro, devourer of world news and leading trendspotter (and co-CEO of a blended household). “I don’t have a crystal ball, but if I’m lucky, I have a measuring cup,” says Salzman. “I’m more of a trend spreader with a sophisticated sense of what I’m interpreting from data, or hearing in focus groups, or learning from pattern-recognition work.” Salzman talks about some of her latest projects and ideas, including trying to spread her “local is the new global” meme to her own backyard, specifically to promote Connecticut and bring more marketing and media companies there.


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