Professional Documents
Culture Documents
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How the year behind will shape the year ahead.
nine
on
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Nine of Edelman’s consumer experts
weigh in across the globe.
09
2009 Trend-Letters,
Willkommen
Cornelia Kunze, CEO, Edelman Deutschland
Liebe Trend-Interessierte, Sternengucker, „Co-Creators“ oder einfach nur Leser dieses weiteren
mit welcher Beschreibung das Jahr 2009 in die Annalen eingehen wird, wissen weder die zahlreichen Trend-
forscher, deren Berichte Ihnen und uns jetzt nach und nach in die inbox oder auf den Schreibtisch flattern. Noch
wissen wir es. Wir haben uns jedoch eine ganz subjektive Meinung gebildet, mit welchen Entwicklungen wir in den
kommenden 12 Monaten rechnen können, was uns im Marketing, in den Medien und in der Gesellschaft erwartet.
„9 on 9“ heißt unser Ausblick auf das just begonnene Jahr – auf den folgenden Seiten teilen 9 Edelman Consumer
Experten aus aller Welt ihre Meinung zum Jahr 09.
Mobile ist der Zugang zur Welt – stationäres und mobiles Internet wachsen zusammen. Mit Internetflatrates auf
Mobile Devices ist man 2009 nun endlich 24/7 „on“, vernetzt und verfügbar. Das mobile Internet ist immer dabei.
Von einigen Ausnahmen wie Flugreisen mal abgesehen. Mobile Marketing wird und muss ein Wachstumsfeld sein,
denn mobile Applikationen spielen eine täglich stärkere Rolle. Die große Aufgabe: Nutzen und Inhalte schaffen
sowie involvieren – statt einfach nur senden.
Ende 2009: Noch nicht Mitglied bei Xing, LinkedIn, Facebook oder StudiVZ? Sie sind in der Minderzahl der
Erwachsenen. Twitter ist der große Erfolg von 2008… (http://www.twittermoms.com/, 6000 + Mitglieder ist mein
persönliches Highlight). Bei all diesen Social Communities ist nun „Ausmisten“ der große Trend. Wirklich
relevante, echte Verbindungen statt „Boosting my friends-list“ stehen auf der Prioritätenliste. Ein Beispiel auch die
Whopper-Kampagne von Burgerking, bei der das „Unfrienden“ von Leuten mit Whoppergutscheinen belohnt
wird. Megatrend: Back to real friends…
New TV findet im Internet statt – die große Chance für mehr Bewegtbild in der Kommunikation. Und dieses wird
eben nicht mehr nur über werbe- oder gebührenfinanzierte Fernsehkanäle gezeigt. Das Zugangsmonopol zur
visuellen öffentlichen Meinungsbildung ist gefallen – wenn auch die großen Reichweiten eben doch noch bei den
traditionellen Medien stattfinden. 2009 wird es darum gehen, Reichweiten für New TV zu schaffen, Inhalte
relevant und Ergebnisse messbar zu machen. Denn die nächste Generation verbringt bereits heute mehr Zeit im
Internet als vor dem linearen TV. Der Schlüssel zum Erfolg: Wahlfreiheit. Ich will, was ich will und wann ich es
will.
Während für viele Unternehmen und Marken das Kaninchen und die Schlange bis 2008 die Symboltiere des
Umgangs mit Social Media waren, wird es in 2009 auch in unserem Markt der Stier sein, der an den Hörnern
gepackt wird. Kontinuerliche Programme zum Management der Risiken, Ausloten der Möglichkeiten und deutlich
mehr Vorreiter-Kampagnen als dieses Jahr werden uns beschäftigen.
Glaubwürdigkeit kann man nicht kaufen – soeben am lebenden Beispiel 2008 gelernt – ebenso wenig wie
Freunde, Beziehungen, Markentreue und Nachhaltigkeit. Man muss sie verdienen und hart dafür arbeiten. Die
Zeiten, wo Mediabudgets Mangel an Inhalt wettmachen konnten, sind definitiv vorbei. Corporate Advertising
leidet an Glaubwürdigkeitsmangel. Der Prozess, der kommt, ist mühsam, da nicht gelernt. Natürliche, scheinbar
gen-verhaftete Kontrollbedürfnisse in den großen Institutionen und Unternehmen machen eine schnelle Anpas-
sung schwer. Doch auch das geht vorbei.
Auch Kampagnen, die schnell Aufmerksamkeit generieren wollen, werden mehr und mehr an ihrer Nachhaltigkeit
gemessen. Wenige werden weiter versuchen kommerziellen Erfolg zu initiieren, indem sie bedingungslos laut sind:
Nicht untergehen in der großen Marketing-Kakophonie ist deren (einziges?) Motto. Dazu werden sie zum Tabu-
Brecher – siehe das Shock-Vertising von Diesel zum 30jährigen Geburtstag, welches von mehr als 6 Millionen
Menschen gesehen wurde – erfolgreich?
09
Willkommen
Cornelia Kunze, CEO, Edelman Deutschland
Medien ohne Rückkanal werden im Aus stehen: Banner sterben eines langsamen Todes, Webseiten ohne Dialog-
funktion, ohne User Generated Content werden ein Mauerblümchendasein fristen. Das Management von Kritik,
Anregung und individuellen Ansprüchen wird Marken zu Siegern machen, die vorbereitet sind in den Dialog zu
treten, die Infrastruktur und das kulturelle Bewusstsein dafür aufgebaut haben. Die keine Angst vor Kontrollverlust
haben – sondern schnell antworten können, ohne 15 Unterschriften und rechtsanwaltliche Prüfung. Die Informa-
tionen bewußt mit Konsumenten teilen wollen, statt sie einseitig zu verbreiten.
Marken, Ideen, Personen können so schnell berühmt werden, wie Phoenix aus der Asche aufstieg – und genauso
schnell im Licht der Suchmaschinen verglühen. So groß ist die Kraft der Masse – der „Crowd-Factor“. Nicht
gemeint ist mit „rapid response“ die opportunistische Vermarktung jedes gesellschaftlichen Trends – z.B. der
angebliche Trend der Credit Crunch Fashion…
Seit sich die Obama-Kampagne mit ihrem Slogan „Yes, we can“ als die erste bahnbrechende politische Mitmach-
Kampagne und als ebenso großer Marketingerfolg für den Einzug in die Geschichtsbücher qualifiziert hat, ist es
fraglich, ob ein Konsument in Zukunft einfach ein Konsument bleiben will – oder ob – und alles spricht bereits
jetzt dafür – das persönliche Engagement, die Beeinflussung der Marken- und Produkt-Strategien, die Einsicht in
Marketing-Pläne und Marken-Kampagnen zum guten Ton und mehr und mehr zur Realität gehören.
Die Aufgabe von Unternehmen und Marken ist Public & Personal Engagement: Konsumenten wollen keine
Botschaften – sondern Gespräche. Wollen nicht nur zuhören, sondern gehört und ernst genommen werden.
Marken, die nerven, werden weggedrückt, vergessen, wandern in „Junk mail“ – oder gehen ganz einfach im großen
Grundrauschen unter.
Klimawandel und Nachhaltiges Handeln bleiben Thema Nr. 1 – trotz oder gerade wegen der Finanzkrise. Sonst
wäre das Thema ja auch nur Schön-Wetter-Gewäsch gewesen. Der gesellschaftliche oder soziale Nutzen eines
Produktes und wie man diesen kaufverhaltensrelevant einsetzen kann wird im Zentrum vieler Marketingüberle-
gungen der nächsten Jahre liegen. Der Ansatz jedoch evolviert: Vom Bewusstsein – zum Handeln. Das Soziale
Engagement – durchaus über den Schutz des Klimas und der Umwelt hinaus – steht nicht nur bei NGOs und
wenigen großen Wohltätern auf der Agenda. Längst hat der Bürger und Konsument angefangen, Einfluss zu
nehmen, durch Kaufverhalten und durch eigene Beiträge. Marktplätze der guten Taten wie betterplace.org,
Mikrokreditplattformen wie kiva.org sowie zahlreiche „How-to“- Specials in traditionellen Medien stehen dafür.
Nicht zu vergessen der Megatrend Cleantech - mit Hightech Verfahren Schadstoffe zu reduzieren und Ressourcen
zu schonen. Nach Meinung von Experten die zweifelsfrei bedeutendste Wachstumsbranche der Zukunft mit
Auswirkungen auf alle Bereiche des täglichen Lebens.
09
Willkommen
Cornelia Kunze, CEO, Deutschland
Die Rezession verlangt nun noch schneller nach meßbaren Kriterien für die neuen Wege der Kommunikation.
Wenn Erfolgsmessung nicht länger über clicks, media impressions, advertising equivalent value, brand recall laufen
soll, dann braucht es Ersatz. Wie erfolgt die Messung von retention, satisfaction, engagement, involvement - und
wie etabliert die Branche Benchmarks, galten doch in der Historie andere messbare Kriterien? Return on Invest-
ment kann nicht das alleinige Kriterium für Erfolg sein. Return on Involvement ist zumindestens ein wichtiger
Baustein für den Erfolg.
Wie messen? Nun, das wird eine der großen Aufgaben für 2009 ff. sein.
Wir wünschen unterhaltsame und inspirierende Lektüre bei „9 on 9“. Und freuen uns auf spannende Diskus-
sionen mit Ihnen.
nine
on
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Time for Some Action (01-03)
Mitch Markson, President Global Consumer Brands, Global Creative Director
IIt’s about the daily moments of living, working and playing (14-15)
Howard Pulchin, Managing Director, New York Consumer, United States
Now as one who is part of the Communications industry, “action” has not always been at the forefront of discus-
sion, nor on top of the priority list. Often (perhaps too often) we talk about messaging and more recently,
conversation. “How can we position this?” “What are our message points?” “How can we get people talking
about us, our brands and products?” I am all for conversation, less excited about static messaging, but most
optimistic that the signs of real action are upon us and ready to break through.
At Edelman, there has been a lot of good discussion about the shift from public relations to public engagement
and it is my contention that true public engagement must be purposeful and action-oriented. Another term we
discuss is something called “mutual social responsibility” where companies or brands act together with their
publics to effect positive social change for mutual benefit. Here, the responsibility is mutual and the actions must
be cooperative. For example if a greener light bulb is not used by the consumer to reduce energy consumption
and energy bills, then the company won’t make the light bulb and we won’t make any environmental
progress…but if both the consumer and the company take action, it’s a win-win for all. Mutual social responsibil-
ity in its most simplistic form hinges on action and the shift from me to “we.”
So, what are the signs that this new age of action may be upon us? The most significant one was perhaps seen in
the action oriented and community organizing success of the Obama for President Campaign. Using a combina-
tion of social networking, clever, relevant and entertaining content (remember the Will.I.am music video that
spread like wildfire on the net?), amongst many other factors including Bush’s low approval rating and our growing
economic crisis, the public (especially the younger public not known for voting in significant numbers) was
motivated to act – turning up at rallies, canvassing neighborhoods and voting. And one of the more significant
rallying cries from Obama was the notion of action not just from government or companies, but from real people
in the form of public service. A harkening back to John F. Kennedy’s “Ask not what your country can do for you,
but what you can do for your country.”
01
09 Time for some action
Or What I learned from Jerry, Wall-e, Harvey, Sandra and Obama
Mitch Markson, President Consumer Brands, Global Creative Director
So will the seeds of a more action oriented business, personal and civic life take root in 2009 and beyond? The
signs are all there, but as the captain in Wall-e taught us, it takes work, risk, grit and a bit of imagination to make a
move. And as many of our grandparents taught, and now many of our children teach us, actions really do speak
louder than words.
02
09 Time for some action
Or What I learned from Jerry, Wall-e, Harvey, Sandra and Obama
Mitch Markson, President Consumer Brands, Global Creative Director
What’s Next?
Finally, what can we do to move this movement along? In the world of communications and marketing, before we
say or message anything, can we first re-evaluate what we really want to “be” as companies and brands? Can we
ask ourselves if what we are “doing” is relevant, making an impact, involving our customers and spurring them to
meaningful action? Brands have the opportunity in 2009 to take a calculated risk, step out of their comfort zone
and instead of boasting about benefits and attributes alone, see how they can rationally and emotionally make
their consumer the real action hero.
It doesn’t have to be a major action, sometimes small actions are the best place to start. Considering a remix of
your marketing mix may be another place to start. What things could you actually “do” to help consumers,
differentiate yourself and make money to boot? Today, telling your story or communicating your functional
benefits may just have to take a back seat to involving your consumer in a common pursuit and building a real
relationship along the way.
It may take another Jerry Maguire wake-up call manifesto (“what am I doing here and does what I do really
matter?”), but there may be no other way in 2009 amidst the economic downturn and the great expectations of
a new generation for change and engagement. So if you’re a Jerry Maguire -- challenge your agencies, clients,
colleagues and friends to “Help Me Help You.” If you’re a Barack Obama, “Yes, You Can.” And if you’re a Wall-e
fighting against the system, keep moving and recharge your batteries. The age of action is upon us and it is not for
the faint of heart.
03
09 WITHOUT CONTENT
THERE IS NO CONVERSATION
Jackie Cooper, Creative Director and Vice Chair, United Kingdom
As we enter 2009 and look to continue to empower our clients’ profiles and their brand campaigns, we are all
fully aware that shouting no longer works, and that brands are no longer in control. Against this backdrop, we turn
our attention to the Content Revolution. In the Conversation Age, an inverted marketing model has led to a new
set of imperatives: engage and entertain audiences, don’t interrupt them; facilitate dialogue not monologue; ‘tell’
don’t ‘sell.’ In light of such fundamental shifts, those marketing brands and services, faced with addressing a newly
empowered and participative Consumer, might be justified in thinking “...so what on earth am I
going to talk about?”
Creative content is the ‘stuff ’ that starts conversation and collaboration. This branded output may be commercial
and informative or edgy and provocative, but above all, it has to be resonant and credible to its target, compelling
in its execution and carry an intrinsic capacity for interaction (comment, rating, sharing, and adaptation).
Producing collateral for social currency that is distributed beyond the commercial space and exploited across
multiple channels is the key to success – creating an award winning ad campaign or generating media coverage is
no longer enough to be heard or cut through, or crucially, to build powerful relationships and involvement.
The need for Brands/Services to become producers and media channels in their own right is a significant yet
unalterable paradigm shift - and of course an incredible opportunity, facilitated by the options new technologies
and distribution platforms have provided for Communication and immediate interaction.
In the digitally democratized world of direct-to-consumer engagement, there has been a land grab from agencies
across the marketing disciplines seeking to establish primacy of this relationship. ‘Content’ or ‘Branded Entertain-
ment’ has become the new Communication buzzword but is misunderstood by marketers on many levels
and often misappropriated by agencies eager to rescue plummeting spends. This is not about turning an ad into a
viral video, a brochure into a podcast, or news releases into a company blog in order to ‘digitise’ and make more
immediate corporate information - but rather a re-evaluation of agency thinking, propriety and silos to unlock a
new creativity for audience engagement.The ‘flow’ from strategy and planning, through creative development and
production, to distribution and amplification has been the domain of ad agencies and media buyers at particular
and defined stages - protecting sizeable budgets in the process. Yet when a user generated film on YouTube can
consistently reach more engaged (and self-selecting) Consumers than a bought 30-second spot, you know that
the model and process needs to be reappraised.
Simultaneously, the Entertainment industry has been undergoing its own radical change. Channel proliferation and
the Digital Entertainment revolution have seen huge cannibalisation of audiences and loss of revenue from
advertising and retail sources. Across all formats, from film and music to on-line, producers have begun looking to
the commercial sector for collaborative opportunities – driven by a series of mutually beneficial needs and
haves. The Entertainment industry has the collateral, creativity and desirability that brands increasingly need to
appropriate, whilst Brands possess those two most vital ingredients needed by the Entertainment industry:
funding and eyeballs (usually from existing communities or databases).
04
09 WITHOUT CONTENT
THERE IS NO CONVERSATION
Jackie Cooper, Creative Director and Vice Chair, United Kingdom
Therefore, the real opportunity for credible and genuinely engaging content production lies in the
potential for co-creation:
- unthinkable even five years previously
- backed-up by the recent relaxation of key legislation
This marks a sea change in how Brands communicate and how production partners work. Brands are now able
to co-operate at the development stage with film and TV companies, finding and coproducing scripts or new
show formats. This is not product placement or sponsorship reinvented, rather a shared ethos and relevance.
Everything can be Brand-owned. Everything can exist to hero the Brand, engage audiences, and deliver new ones
for both parties. As PRs, we have always understood the need to cooperate, co-create and layer over our client’s
news about a product launch or new flavour variant to give interest, relevance and credibility to a marketing story
(we called them the golden rules of Sex, Fame, Humour and Controversy). The understanding of the flow,
coupled with real collaborative partnership with production and entertainment properties for ultimate Brand
benefit means that PR is best placed to deliver outstanding content in the new age. In an economic downturn –
where advertising and media buying budgets are conventionally reduced – the need to engage audiences
becomes vital as does the desire to have control and guarantee of outcome against spend. Content could finally
prove itself a marketing force to be reckoned with. It is more cost effective and more immediately measurable
than advertising, with the added endorsement and potency of real entertainment credentials. The real measure of
success will be who brokers the relationships and how well they are exploited and amplified to ensure richer
customer experiences and consumer relationships as a result.
05
09 HOW Obama’s campaign
broke through
Why it highlights all that Edelman and public engagement
have to offer our clients in 2009
Caroline Dettman, Managing Director, Consumer, United States
“It was a total transformation. The rules have been rewritten, and we’re never going back to the old politics.”
- Peter Hart, commenting on Obama’s campaign. Hart conducts nonpartisan polls for NBC News and The Wall Street
Journal and has conducted nonpartisan polls for 40 U.S. senators.
There is no doubt that the historic ‘08 election will be studied for many, many years to come – both for what
went right, what went wrong and ultimately, how it changed politics as usual forever. Fact is, much of the success
of Obama’s campaign serves as proof points to Edelman’s POV on how to break through to consumers in a
world that is changing every day. And while Edelman can’t take credit for Obama’s victorious campaign, we can
leverage this unique moment in time in the coming year to show why Edelman is best served to help our clients
during what is sure to be unchartered waters in 2009.
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HOW Obama’s campaign
0
broke through
Why it highlights all that Edelman and public engagement have to offer our clients in 2009
Caroline Dettman, Managing Director, Consumer, United States
Pioneered the use of Social Technology Married with
Traditional Communication to Create a Movement.
Obama used social media and the Internet as his “front line” for getting his message out, raising money and
mobilizing voters. At the same time, he encouraged house parties to organize support and advocated going door
to door (and phone to phone) for fundraising. And, he leveraged his massive fundraising with a 30 minute prime-
time television advertisement leading up to the election.
Key Takeaway: Brands must leverage all marketing communications available – both traditional and non-
traditional – to speak to their audiences in the ways that consumers are most comfortable.
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HOW Obama’s campaign
0
broke through
Why it highlights all that Edelman and public engagment have to offer our clients in 2009
Caroline Dettman, Managing Director, Consumer, United States
And now, as President-Elect Obama transitions to the White House in January, he is showing his commitment to
continuing the successful components of his campaign as previously discussed. He has been in touch with
supporters of all age groups and ethnicities advocating for ideas surrounding the economy, leveraging the power
of technology and calling for a service nation.
“Obama is clearly planning to bring his millions of supporters with him and make them part of governing. That could
be a very big part of his new politics. Those people are going to be an enormous force for change, the likes of which
we’ve never seen.” - David Gergen, director of the Center for Public Leadership at the Kennedy School at Harvard
and senior advisor to presidents Nixon, Ford, Reagan and Clinton.
Perhaps then the last takeaway for this piece is that brands that want to break through in today’s marketplace
need to shift their target audience into advocates for their brand. Edelman and public engagement is the way
forward to achieving that important shift for our clients.
08
09 mexican consumers gear
into crisis mode
Zerene Kahan, Executive Vice President and Group Director,
Consumer Brands, Mexico
Regardless where you go in Mexico you will most likely bump into someone who will bring up recession and
mention “here we go into crisis mode all over again.”
In Mexico, consumers – especially for those of us above 30 economic crisis has largely become a way of life, and
is something we are used to undergoing from time to time.
However, unlike previous downturns, information has played a key role in this recession, impacting consumers in a
way that has no precedent therefore for the first time everyone is clueless as what to expect and uncertain of
what the future holds.
In more “informed” societies, news run faster and in humongous quantities; we are simply not prepared to digest
such large amounts of data, comments, perceptions and opinions. Impact is clear in Mexico: consumers are scared
of being unable to determine what information is wrong, overstated or simply implausible.
Unlike any other event or crisis in this market, all news outlets have been reporting this recession very closely. All
focused on the negative impact in Mexico: exchange rate (peso devaluated 50% in the first days of recession),
lay-offs everywhere, company closures, personnel reductions, increase in gas prices but not salaries, etc.
For the first time, we have really scared consumers who are concerned not only with the economic issues that
affect the globe, but who are largely concerned with how external factors will affect their families and personal
security, as well as environmental damage and political complications and absence of trustworthy leaders.
Panic shopping took place at the end of 2008, some car dealers report higher sales in December 2008 than any
other month that year. However, this will last for only so long. We are expecting unbranded products sales go up
as well as fast food, as higher-end restaurants and luxury shopping are affected in 2009.
Regardless of age, education or socio economic level, for once, even seasoned “crisis consumer experts” are
affected and distressed by this situation.
09
09 mexican consumers gear into
crisis mode
Zerene Kahan, Senior Vice President, Consumer Brands, Mexico
Men may feel their “manhood” is threatened by the fragility of the environment, affecting the way they relate to
their family and society.
Women, the great winners during the ’94 – ’96 crises, now face a more aggressive business mode and will
struggle to keep balanced lives in a very fast paced world.
Youngsters, between 15 to 25 years old, will most likely be pessimistic and will isolate further into their digital
world as means to escape reality.
The gap between the rich and the poor will continue to broaden further but regardless of socio economic level,
everyone will be affected and reactions may vary.
But while it may seem a gloomy forecast, in needn’t to be so. Companies, brands and social influencers should
move into more creative ways to reach out to consumers and provide the elements that enhance their position
and perceptions to build a more optimistic outlook.
Companies and brands have the unique opportunity to create a better society that protects market sustainability
and benefitssociety at large but that also secures future permanence of their companies/brands.
Now it is the time to generate trust, permanence and solidarity through every entrepreneurial action.
Companies and brands will have to create strong emotional bonds with consumers by:
Current times offer a great chance for recognized brands that can use and live values in a consistent manner
without magnifying pessimistic perceptions or exaggerating optimistic positions. These are times for telling the
truth, but above all, to show that we can go about business with a more social concern.
Once again, we will need to work harder to respond to this new crisis, but with a significant difference: “The
problem was not caused in our territory,“ and probably we will now have better tools to overcome it, but that
does not mean that the road to take will be an easy one to follow.
10
09 The merging of the ox and the
consumer in 2009
Lisa Kimmel, Senior Vice President, Consumer, Canada
According to the Chinese zodiac, 2009 is the Year of the Ox. I’m not a follower of any type of astrology, but I was
struck when I came upon some information about what the upcoming year will represent according to Chinese
astrology, and the parallels I see with what will matter most to consumers in 2009.
Interestingly, the Ox signifies new beginnings, and is associated with building to last and slow-but-sure action.
Although it is predicted to be a much less tumultuous year, it will no doubt be one dominated by cautious prag-
matism, rather than idealism. It is now time to reflect upon all that transpired in 2008, come to terms with it and
slowly take action.
From my vantage point, here are nine things that will be significant to consumers in 2009 (in no particular order):
2. Downshifting on the rise. Life is busy, but it doesn’t need to be crazy. Consumers will
make different choices in 2009, seeking to find time for the things they value most. Wellness – the notion of
“taking care of me” – will be important, along with the realization that perfection isn’t the be all and end all.
3. Saving is back in vogue. Consumers are reigning in their spending, resulting in the sharp-
est decline in 30 years. They are choosing cash over credit cards. Saving is cool again. As a result, consumers are
finding creative ways to make do with less…staying home, clipping coupons and making meals from scratch.
4. From gimmick to real change. Green consumerism is on the rise, and will
continue to gain traction in the year ahead. We’ve shifted from conceptual ideas on how to save the planet to
what we can actually do to make it so. Look at the success of Brita’s FilterForGood campaign, which challenges
consumers to make a pledge to stop drinking bottled water, or consider companies that are donating a portion of
their sales to 1% for the Planet.
11
09 The merging of the ox and the
consumer in 2009
Lisa Kimmel, Senior Vice President, Consumer, Canada
5.Green can be green. From purchasing energy efficient appliances to consuming locally grown
foods, there is now recognition amongst consumers that green products are not only better quality, but better on
their pocketbooks. Look at the growing popularity of public transit, or the fact that travel by rail continues to rise
as airlines cancel flights and raise ticket prices.
6.Needing nostalgia. Given the chaotic year that we are leaving behind, consumers are
looking to the past as a safe haven and bastion of familiarity. That said, brands need to make things relevant for
today, but remix with things from years past. Consumers are particularly longing for things from the 1980s –
remakes are planned for “The Breakfast Club” and the “Muppets.” It’s not just the ‘80s though. Speakeasies are
popping up, Lego is seeing a comeback, and Sherlock Holmes and Hitchcock tributes are planned in 2009.
7.Historical bonds. Even though it may not be familiar, consumers are going back in time to
make connections. As we look into the future, we also look for clues from the past to help us grow. As
examples, several ancient traditions are re-emerging, from kimono cloths on baseball caps to geisha techniques for
applying modern makeup to the revival of chariot racing in Rome.
8.Option overload. Consumers are tired of having to make choices, often making them feel
overwhelmed and less satisfied. Younger ones are experiencing “news fatigue,” bombarded by so many different
RSS feeds. Brands that listen will seek to simplify for consumers. Think the White Shirt Company that only offers
white shirts, or the bike that has just one gear.
9.Brand ownership. Consumers will continue on the path of trying to seek ownership of a
brand. They may voluntarily promote it and make it cooler, or try to destroy it. Smart brands will cease upon
this opportunity. Check out the Garfield Minus Garfield site (http://garfieldminusgarfield.net), which makes Jon
look crazy. Jim Davis’ publishing house thought it was so funny, that it’s actually made a book out of them.
There’s no question that 2008 represented a year of transformation on so many levels. Based on Chinese
predictions for the year ahead – where there will be a focus on simplicity and starting anew – I believe that 2009
promises to be a year where how a brand behaves, as opposed to how it speaks, will increasingly become
important given where consumers are at this point in time. Actions most definitely speak louder than words.
12
09
1. Brands and businesses that embrace
their flaws and work with the community
to solve them will outperform their competitors.
Plain and simple: actions speak louder than words.
they graduate have the knowledge and skills they need to perform at a competitive level when they
enter the workforce. Our goal at Edelman is this: every person in the firm needs to be able to walk the new talk.
We can all make a big dent in our cultural transformation by ensuring that the hundreds of entry level hires we
make every year are smart and passionate about PR 2.0 from their very first day.
4. Madison Avenue will bail out the news industry. Maybe I’m dreaming here, but advertisers have been
underpaying for online audience and overpaying (based on a decades-old metric) for offline audience.
Online news sites typically deliver up to 3X the eyeballs of their offline “parents,” yet can currently only
command 25% of the rate. That gap will close dramatically in 2009.
5. The brands that stand for something will outperform the brands that either stand for nothing,
or worse, try to fake it by aligning themselves with an otherwise noble cause. Good Purpose is good
business. If I had anything to say about it, Good Purpose would become an anchor – if not THE anchor –
of every client’s plan.
8. Mobile carriers will get out of their own way and find a way to work together to enable marketers to
execute national mobile programs. This is just as inevitable as is the fact that mobile devices will become
our first choice device for all computing and communication. Hard to say if it will happen in 2009 or not, but
we are an information on-demand culture, and mobility is a driving force in meeting that need.
9. An increasing number of companies will create a C-suite level role for a lead Digital officer –
someone who reports to the CEO or CXO who helps transform the entire business (and culture) from
closed and controlling to open and collaborative. Social media is about social, not media; it’s about people
newly empowered and excited by technology; not the technology itself. And it starts from the inside out,
so Edelman Change is as important to Consumer programming as is the brand work itself. 13
09 It’s about the daily moments of living,
working and playing
Howard Pulchin, Managing Director, New York Consumer, United States
The dawn of a new year always brings about perceptual differences. As a collective sigh of relief and optimistic
hopes seem to be in the air as the calendar turns to 2009, I can't help consider how many real differences a mere
couple of years make. It was only a few years back that we were preaching "we have to reach consumers where
they live, work and play"; today, we talk about "sharing information and content [primarily online]". It certainly is
quite true that we are sharing more information online with each other than ever before, but it's also fair to say
that we are still doing a lot living, working and playing.
Take the 2008 Presidential Elections. While the Obama campaign used the web masterfully, people -- on both
sides -- were galvanized, energized and passionate about the election in their daily lives. For instance, more than
70 million people tuned into their televisions for the Vice Presidential debate. Strangers came together in record
numbers to meet other strangers on the live campaign trail. Conversations about the candidates, conventions
and the issues ensued at gyms, workplaces and even on vacations (I received many positive comments just by
wearing my candidate's campaign button while in Germany weeks before the election.) I could go on, but we all
have a lot of living, working and playing to do...
So in the great new year's spirit, I propose a couple of simple (right for the times as many of us are looking for
more "simplicity" in our lives) 2009 resolutions to help us better engage and resonate with consumers where and
they live, work and play:
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09 Chinese Consumers in 2009
Andrew Silver, Executive Director, Pegasus Communications, China
As we look at the state of Chinese consumers as we head into 2009 it is important to look back on three key
events that defined 2008 and had a major impact on the values and behavior of Chinese consumers. The
Chengdu earthquake, the Beijing Olympics and the melamine milk scandal, each in their own way, put a spotlight
on the challenges and opportunities of doing business in this very large and diverse nation.
While the earthquake proved to be a terrible natural disaster it also had an amazing effect of galvanizing the
Chinese people to come together to help and support those affected. Government, corporations, NGO’s and
private citizens responded in an unprecedented fashion that brought out the best in the country in a time of
national crisis. The spirit of “doing good” pervaded as people traveled to the stricken area to volunteer and
corporations were outbidding one another to see who could donate the most in relief aid.
Predictably, the Olympics also had a similar effect, filling the citizens with pride as they showcased their ability to
produce an awe inspiring opening ceremony not to mention the Chinese teams’ accomplishments
on the medal stand.
While these were both steps forward in giving China and it’s people new found confidence, the lingering product
safety issues underscored by the recent melamine milk crisis, continue to undermine the trust that consumers
place in industry and regulatory authorities.
Each of these events has impacted the mindset and behavior of Chinese people. Here are three trends brands
should be aware of as we begin 2009:
1. Do The Right Thing. There is a tremendous ability in China for business to not only tap the
market for increased growth and profits, but to also invest in the country’s development through by supporting
social causes and projects. As evidenced by Edelman’s recent Good Purpose consumer research, 77% of Chinese
consumers would remain loyal to socially responsible brands even in a recession. The study showed that commit-
ment to helping others—and to brands and companies that share that commitment— is by far the strongest in
China compared to nine other countries. Despite the economic downturn, China currently leads the way globally
in giving more financial or voluntary support to good causes. 85% of consumers in China say they are involved in
social causes, the highest number in the world.
2. Empowerment. The rise of online media, particularly blogs and BBS forums, have given consum-
ers unprecedented access to information and opinions. This channel holds tremendous power as consumers
place their trust in “people like me” more so than traditional forms of advertising and marketing. As a number of
cases have shown, online communities or “smart mobs” are poised to attack or defend brands depending on how
honest and forthright they act. Here, as in other places around the world, brands that demonstrate their ability to
listen, be transparent, and participate in the conversation with consumers will be lauded and rewarded with
enhanced reputation and loyalty.
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09 Chinese Consumers in 2009
Andrew Silver, Executive Director, Pegasus Communications, China
3. Self-Improvement. Be it their homes, health and beauty, education or artistic and cultural
endeavors, Chinese people are on a rapid quest to be improve their quality of life. There is tremendous opportu-
nity for brands to partner with consumers to create experiences and learning that will motivate and inspire them
to achieve. This is particularly important in the second and third tier cities beyond Beijing, Shanghai and Guang-
zhou. While consumers in the major cities have achieved a middle-class lifestyle with homes, cars and other
modern amenities, the more rural markets lag behind in consumers’ use of new products and services. In these
cities it will be critical for foreign brands to show they can connect with local attitudes and behaviors to build
trust while bringing unique value at an affordable price.
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09 An Intimate Globe,
what will this mean in 2009
Christina Smedley, Global Managing Director, Edelman Consumer
The end of 2008 saw the world’s most successful nations gripped by a ‘once in a century’ financial crisis. Every
step of America’s remorseless and unedifying economic capitulation was mapped whilst simultaneously the other
powerful developed nations in its orbit surrendered to the ‘r’ word – their decline charted like a storybook.
We all knew about it within minutes through Google alerts, rss feeds or perhaps a news piece on global television
networks. There were consistent similarities in reporting and the word ‘crunch’ appeared in print in at least ten
languages that I have been able to find online. Often in times of economic uncertainty, countries, and individuals,
become more insular. After all, and perhaps understandably, it’s hard to think about genocide in Africa when
worrying about how to pay the electricity bill. But it strikes me the world is a whole lot smaller than the last time
there were economic shifts of this nature and that consumers worldwide are much more intimately aware now
of what’s happening to other people like them in different towns, cities and countries.
The 2008 US election focused many within the 50 states on the way in which Obama ran his open source
campaign and also drove home the fact that the rest of the world (ROW) cared deeply about the change he
might bring to the country. As someone who spends time in both the US and in the ROW, it was fascinating to
see Americans realize quite how profoundly many people of different nationalities shared the view that change
was necessary. And of course 2008 had other moments of global sharing. Some of glory like the
Beijing Olympics when we cheered swim machine Michael Phelps and enjoyed Jamaican Usain Bolt’s winning
antics. Others were more tragic including the Chinese earthquake in Sichuan province, bringing a wave of global
support, and the recent terrorist attacks in Mumbai, with the news driven by text messages and bloggers.
At Edelman we have long believed that an insight can be global, and shared by consumers in different coun-
tries, if it intimately captures the essence of a core need or belief of the consumer. See the Dove Campaign
for Real Beauty, or Omo detergent Every Child has the Right to Play [both Edelman clients]. With this in
mind I decided to undertake a small, and not particularly scientific, study to see what issues were going to be
important to consumers in different countries in 2009 and what companies and brands could do about them.
[Note: Strategy One, a DJ Edelman company, is better able to do this using highly strategic and effective
research]
My study, although it feels misleading to call it such, was of 30 people, twelve different nationalities, (some culled
from my facebook profile) and included individuals located in Brazil, China, India, Singapore, seven European
markets, the US and Canada. They work for companies in sectors as diverse as manufacturing, technology, music,
media, retail, and medicine; were of both sexes and included stay-at-home parents (but no hockey moms). I asked
them what was going to be of most importance to them in 2009 and what they thought companies or brands
needed to do for them, and here in no particular order are the top six shared themes.
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09 An Intimate Globe,
what will this mean in 2009
Christina Smedley, Global Managing Director, Edelman Consumer
I am sure there are many other shared global wants, desires and needs amongst consumers in 2009, and some of
them will be revealed along the way, but those highlighted above give us some guiding principles as we programme.
We need to be mindful as we further identify them, ideally with much better research at the core than mine, to look
across axis of industry and consumer wants to provide opportunities to engage for our audiences. Most critically we
need to remain nimble, the global tempo of shared news will only quicken. As communication professionals working in
a more intimate world, we need to be ready to anticipate, react and adapt our programming.
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