Also see Marian’s blog posts on the Huffington Post.
A year after first publicly questioning the future of football in light of increasing concussions and other physical traumas, Marian is still wondering. Times are changing, with a rise in legislation and awareness, but the number of football players injured beginning from very young age—through to the numerous recent suicides of former NFL players attributed to chronic traumatic encephalopathy—troubles Salzman. “We live in an age in which parents research the safest strollers, buy the cars with the highest safety ratings and don’t let children ride bicycles without helmets,” she says. “How much longer can they sign their kids up for this dangerous sport?”
“What’s Up for 2013,” The Sunday Times (London), Dec. 30, 2012
In this look ahead at the new year, The Sunday Times features a few of Marian’s forecasts about 2013. “Native” is now the ultimate proof point; “in an increasingly virtual world, knowing where something—or someone—is from will become an obsession,” the paper attributes to Marian. It also highlights her belief that “co” (the age of collaboration) will rise in 2013 and her prediction that we’ll see more “daddy” stereotypes as more fathers than ever are raising children. “Like the housewives of the past,” says the article, “daddy bloggers are set to become the big consumer demographic.”
“Hand-Me-Downs for the Royal Baby? Going Native? A Guru’s Guide to 2013,” The Times (London), Dec. 29, 2012
One of the world’s leading trendspotters, Marian tells readers of The Times of London that she sees hand-me-downs in the future for William and Kate’s baby. “They’ll launch the baby renewals [reusing] market—it won’t be called secondhand—because it’s the practical thing to do and it’s in tune with our mood,” says Marian. She also believes collaboration will be hot at work and at home, and that we’ll all be practicing collaborative consumption, buying smaller homes, doing more bartering, simplifying our lives, and searching for authenticity in people, places and things.
“Does 2013′s Style Trend Spell End of Trendy?” Associated Press,
Dec. 27, 2012
“The biggest trend in fashion for the new year might just be that there isn’t anything especially trendy.” So says the writer of this piece from Associated Press. Why is it that there seem to be so many styles that will be in fashion in the new year? “The problem with trends is that we are trended out. … We are so exhausted by overload that we just don’t have a way to process anything new,” says Marian in the article. “We’re going to spend more time thinking about what it means to buy something, and we’re much more engaged about what our clothing says as our signature.”
“What’s Cooking: Looking Ahead in 2013,” Minneapolis Star Tribune, Dec. 26, 2012
The Minneapolis Star Tribune takes a look at some of the food trends forecast in Havas PR’s annual trends report, What’s Next? What to Expect in 2013, headed up by world-renowned trendspotter (and agency CEO) Marian. Among them are the rise in the eating disorder orthorexia nervosa, the raising of urban chickens (and designer coops to match), craft beer brewers, easier recycling and studies about many attributes of organic food.
Dec. 11, 2012
“Building Social and Responsive Brands in the Age of Always-On,” From The Guardian Media Network, Nov. 30, 2012
As part of a panel discussion at the Changing Advertising Summit in London, Marian talks about how brands, both companies and individuals, build meaningful relationships with consumers. “We’ve moved to an environment where the people brand is at the core of the corporate brand, and the people brand is being revised and rewritten in 140 characters in real time,” says Marian. “I think we’ve come to a place where we’re prepared to accept mistakes and apologies, but we’re not prepared to accept corporate speak. So all those companies out there that have these odious social media guidelines are really the death of those companies.”
“Women in Senior Roles Would Bring New Energy to Agencies,” PRWeek, Nov. 30, 2012
In the past few years, the people working for the top 12 agencies profiled in PRWeek’s Agency Business Report haven’t changed much. But the writer of this opinion piece says next year’s report will be different. Not only have people in general been moving around, but also senior female agency executives will begin to enter the top jobs. Many “dynamic” women lead midsize agencies, says the article, but the list is small at larger agencies; “Renee Wilson is a great start at MSLGroup and joins other women leaders such as Margery Kraus, Melissa Waggener Zorkin, Donna Imperato, and Marian Salzman.”
“‘Conscientious Consumption’ Survives Recession,” USA Today,
Nov. 29, 2012
In the past few years, after the worst of the recession was over, corporate philanthropic giving has increased. One reason, says a source in this article, is that young consumers, who “grew up in a world of ubiquitous causes” and “almost universally had a service requirement to graduate high school,” are demanding that brands give back. Marian adds that people want to spend their time and money wisely today and want to do good for others. Companies that give back, she says, might not have the profits they had in the past, but they “will do well by doing good.”
“Council of PR Firms Elects 2013 Board Members,” PRWeek,
Oct. 25, 2012
Marian is among the Council of Public Relations Firms’ newly elected board members. Says Kathy Cripps, president of the council, in the article: “We’re very enthusiastic about our new board members. Our board is very important to the operation and forward progress of the Council of PR Firms. We very much appreciate those who are leaving and pleased by those who are coming on.”
“25 Years of 40 Under 40 Class of 1995,” Crain’s New York Business, Oct. 15, 2012
Twenty-five years ago, Marian was among the group of under-40s that Crain’s chose as most promising in business. This list takes a look at where the 40 people were then and what they’re doing now. Then, Marian was president of emerging media at Chiat\Day; now, she’s CEO of Havas PR North America.
“Mobile Reshapes the Future,” Media Magazine, Sept. 28, 2012
According to the writer of this piece, “[W]hen we talk about the future of media, it’s no wonder the conversation centers largely on mobile devices.” And those devices are increasingly integrated with SoMe, he notes. Marian focuses her comments here on age-related trends in social media. Responding to a report that Facebook was working on parental controls for kids under 13 to join, she says it “begs the question: How young is too young?” She also speaks about Facebook’s Timeline beginning at birth and, noting that 19,000 Facebookers die each day, says, “[t]here’s really only one logical way for it to end, isn’t there?”
“Rebranding Sees Euro RSCG Worldwide PR Become Havas PR,” The Holmes Report, Sept. 24, 2012
As part of a rebranding initiative by Havas Worldwide, Euro RSCG Worldwide PR is being renamed Havas PR. Now, Havas consists of two main brands: Havas Media and Havas Creative, where Havas PR will live. The rebranding, relates this article, won’t create any leadership changes. For the public relations agencies worldwide, notes Marian, Havas PR North America CEO, this initiative would strengthen a focus on centers of excellence and sharing of best practices among “a true collective of great and good agencies.”
“‘Wal-Mart Is Trying to Bury Dominick’s and Jewel’,” Crain’s Chicago Business, Sept. 17, 2012
Wal-Mart recently began testing a receipt-comparison tool in Atlanta, Chicago and Albuquerque, N.M. The jury is still out on whether the retailer will gain shoppers with the tool, but the writer of this article and an independent grocery consultant she interviewed both think the scale will tip in Wal-Mart’s favor, even if a comparison shows a customer paid more (or would have) for the same items at Wal-Mart. “Perception is reality,” says Marian. “I believe that Walmart will not rip me off, so even if I find out it was a dollar or two more expensive sometimes, I’m not going to stop shopping there.”
“Seeking a Simple Respite,” China Daily, Sept. 2, 2012
From the iPhone’s Siri to Coca-Cola’s Simply line of beverages, products conveying simplicity are proliferating, and consumers are welcoming them into their complicated lives. What is Marian’s take on this trend? “We all have this desire to simplify our lives, but we don’t know how to do it. We envy the time we had just three TV channels to choose from. And we envy the man in the gray flannel suit who knew when work started and ended.” Adds Kristin van Ogtrop, managing editor of Real Simple: “Simplicity is the new luxury. In a world where everyone’s busy and there’s a lot of uncertainty, you can’t put a price on that.”
“Livestrong, Nike Stand by Armstrong Despite Lifetime Ban, Loss of Tour Titles,” PRWeek, Aug. 24, 2012
After the United States Anti-Doping Agency banned Lance Armstrong from cycling and stripped him of his Tour de France titles, the organization he founded to fight cancer and support survivors issued a statement of support for Armstrong. So did Nike, one of his main sponsors. Half a dozen PR agency executives gave PRWeek their recommendations for Armstrong, Livestrong and Nike, including Marian: “Brand Lance is damaged but can be repaired. If he is smart, he will be reassembled as a wounded warrior, apologetic but facing forward, damaged and repaired. Nike can shrug this off as ancient history, and it will ride this out.”
“For Better or for Worse,” Stamford, Aug. 9, 2012
No matter our marital status outside the office, most of us have had a work spouse, says Marian in her latest column for Stamford. She notes that advertising and marketing are fields especially ripe for such a scenario: “I wonder if it’s because so many of us in the ad world are so gregarious, or because the nature of our work is so collaborative.” In fact, half of all respondents (across industries) to a recent survey said they have a significant other at work, and the numbers appear to be up. And why not? The recession has meant we’re working harder, and social media means we have more outlets for venting. Says Marian: “It’s only natural that we’d form close bonds with people we spend most of our waking lives with, often in stressful situations.”
“The Cannes Conundrum,” PRWeek, Aug. 1, 2012
Even though entries to the PR category at the Cannes Lions International Festival of Creativity were up 38 percent from last year, ad agencies again claimed the top prizes. “The work is uniformly amazing. It pushed the boundaries of the way we have defined PR in the past, and it was exceedingly international. The ideas that win are exciting, compelling, throat-grabbing and simple,” says Gail Heimann, who chaired the PR jury, on which Marian served. “From a PR network point of view, the results this year were disappointing but highly fixable. Seduction is really powerful, and the ad industry uses those elements of seduction at Cannes. If PR wants to win, we need to learn how to seduce.”
“Paring Down Marketing Messages to a Few Simple Basics,” The New York Times, July 26, 2012
Advertising columnist Stuart Elliott notes that “simply,” “simple” and “simplicity” are buzzwords in marketing today as a result of three trends, in his words: “how busy life today seems, the growing complexity of technology and the increasingly complicated economic picture.” He turns to Marian to fill in some sociological details based on what she has seen. “We all have this desire to simplify our lives, but we don’t know how to do it,” she says. Envy also plays a part, she adds: “We have envy of other people who seem to have it together. We envy the time we had just three TV channels to choose from. And we envy the man in the gray flannel suit who knew when work started and ended.”
“Q&A with Keynote Speaker Marian Salzman,” International Retail Design Conference, July 12, 2012
In September, Marian will keynote at the IRDC’s major gathering, talking about what’s important to different generations of shoppers. In this Q&A, she discusses everything from appealing to millennials (“[They] will feel most comfortable in a space with personal touches,” she says) to how brick-and-mortars can stay relevant (“A friendly face is in fact a retail designer’s best relationship-building tool this year”). Marian also reveals the publications she reads daily to keep up on consumer behavior (they include national, British and local newspapers; blogs; fashion trades; and the paper of her alma mater—click on the link to the article for specifics).
“Woodruff Foundation Exec Awarded Nonprofit Marketer of the Year,” The NonProfit Times, July 6, 2012
Anne Marie Dougherty, executive director of the Bob Woodruff Foundation, was named 2012 Nonprofit Marketer of the Year by the American Marketing Association, American Marketing Association Foundation and The NonProfit Times. She joined the foundation in 2008 and later became its deputy director of marketing and communications. Marian, a Woodruff board member, nominated Dougherty for the award. “[Marian] really helped us craft a fundraiser, before fundraising was the norm on Twitter,” says Dougherty, who adds that Marian is a “guiding force on the board.” The foundation, which invests in community-based programs that help injured service members, veterans and their families, has raised about $15 million since its inception.
“Hold the Phone,” Stamford, July 3, 2012
Marian admits in this bylined piece that she’s terrible at returning phone calls. But it’s not that she is too busy, she says: “[I]t’s just that I’ve moved on from more traditional communiqué and would probably be able to return an email or a text from almost anywhere, doing almost anything.” There are many challenges to communicating today because of our new life-work paradigm, our mobility and our 140-characters-or-less expectations, among other things. In the midst of all that, Marian says, “I realized that the sound of my own ‘voice’ is more valuable today communicated in type.” And she thinks we all might be seeking the same thing in our new voiceless ways of communicating: “a few moments of solitude within the craziness.”
“Thanks for Stopping by the Industry. Hope You Learned Something,” PRWeek, June 22, 2012
Two recent high-level departures from PR firms of people who had earlier made the jump from advertising is proving that “not all advertising people are a good hire,” says this article’s writer. “Hiring outside of communications is essential for the vitality of the profession, and clients and companies are the beneficiaries. But it’s not always a straightforward cultural fit.” Media relations is foreign to ad men and women, PR budgets are much smaller and the power propositions are very different, she adds, among other things. Read more by clicking on the link above to the full article, which includes ideas about how PR can benefit from advertising and vice versa, plus thoughts from Marian, who was an ad executive for many years before joining the PR world.
“Euro RSCG’s TrendsU Takes E-Learning Global,” Marketing Daily,
June 22, 2012
In June, Euro RSCG Worldwide (ERWW) debuted a Web-driven e-learning program for its 11,000 global employees. Called TrendsU, the four-part course studies the future of trends. The first module was “TU101: Introduction to the Art and Science of Identifying What’s Next”; the next three advanced-level courses will discuss the impact of trends in the media and trendspotting for strategic leaders. Marian is leading the courses. Says Naomi Troni, global chief marketing officer of ERWW: “We talk about ‘future first,’ and we want to get our clients thinking that way, so we decided to look at trendspotting, which every local office can contribute to. That gives us global feedback from our agencies around the world that can be used in trends reports.”
“Inside the Cannes PR Lions Jury,” the Holmes Report, June 20, 2012
Here, Marian gives an overview of what bubbled up over six intense days as a PR category juror at the 2012 Cannes Lions International Festival of Creativity. From a supposed surprise visit by a naked man at a La Redoute photo shoot to a detergent company that went to Japan to wash clothes after the earthquake, Marian wonders: “Could the nearly two dozen professionals at the top of their game really be reviewing work that was meant to be game-changing but actually ended up sparking debates over appropriateness, sexuality and the like?” She also gives half a dozen ideas for reinventing the PR business, including this: “We must develop insights tools to ensure that our ideas go beyond the tactic to be the big, bold ideas that change the landscape and move the needle.”
“Cannes Lions Judges Criticise PR Industry for Lacking ‘Big Ideas’,” PRWeek, June 20, 2012
At this year’s Cannes Lions International Festival of Creativity, an advertising agency received the top award in the three-year-old PR category—for the third year in a row. The U.K. version of PRWeek interviewed a few of the judges for this category, who made comments such as this one about the PR entrants (and the PR industry at large): Agencies are “stuck in historic structures of having one person who is the client contact, the idea generator and also the budget keeper.” Says Marian, one of the judges: Many PR submissions were too tactical and lacked “the big idea.” But two managing directors of large PR agencies (who were not on the jury) mentioned that Cannes is so focused on creativity that its PR awards can’t take into account everything that public relations encompasses.
“Banco Popular Takes Top Honours as PR Firms Miss Out at Cannes,”
the Holmes Report, June 19, 2012
This paragraph in the Holmes Report article about the PR category at the 2012 Cannes Lions, in which JWT’s “Most Popular Song” initiative for Banco Popular won the Grand Prix, pretty much tells it all: “Once again, the winners list was dominated by entries from ad agencies. Of the 134 shortlisted entries (out of more than 1,100 in total) not a single PR firm won one of the 20 Gold Lions handed out this year, representing the PR industry’s worst return at the competition.” Adds Marian, one of the jurors: “‘All of the companies that have won gold had a deep insights process.… That’s the big transition PR needs to make.’”
“JWT Snares PR Grand Prix for Banco Popular, Puerto Rico,” Advertising Age, June 18, 2012
The top prize in the PR category at this year’s Cannes Lions festival was given to the San Juan office of JWT for work for its client Banco Popular. The jury, which included Marian, was fairly unanimous on honoring the merits of this campaign, which was designed to combat the heavy reliance on public assistance in Puerto Rico. They were also fairly unanimous about ad agencies performing better than PR firms in our multimedia-centered age. Says Marian: “There’s an opportunity for the PR industry to develop an insights process that yields more than tactics.” Submissions were up 30 percent from last year, with a total of 1,130.
“Roundtable: When Marketing and Public Relations Collide,” the Holmes Report, June 18, 2012
In continuing its examination of the convergence of marketing and public relations, the Holmes Report helped organize a roundtable of four senior PR executives with previous experience in marketing or advertising. Marian was part of the group, which gave insight into the changes, including an increase in senior in-house marketers and communicators being called upon to oversee both marketing and PR. Says the article: “If there is a shift in the ‘balance of power,’ as Salzman termed it, then it can partly be attributed to the always-on engagement required in today’s real-time marketing world. ‘I don’t think PR people have changed as much as the need for great PR people has changed,’ noted the former JWT executive.” The group also discusses training PR practitioners in a marketing mindset, budgets and the briefing process.
“Q&A with IRDC Roadshow Keynote Speaker Marian Salzman,” IRDC Roadshow, June 7, 2012
In conjunction with her keynote at the International Retail Design Conference’s recent gathering in Cincinnati, Marian was asked, “Can you think of examples of retailers who are ahead of the curve, successfully meeting the needs of socially conscious, social media–obsessed, mobile-in-hand millennials?” As part of her answer, she said this: “The retailers having the best luck moving mountains of stuff are quenching one or both of the millennials’ cravings—either their love of all things digital or their desire to live well by doing good. Today virtually all millennials shop under the tech influence, and the best retailers engage consumers in their extended networks and penetrate the space where we all live—online. I think French Connection, Zara, Mulberry, and Marks & Spencer have done well by allowing their Facebook fans to browse products on their Facebook and mobile phone, with many retailers sure to follow suit this year and next.” Click on the link for more.
“Our American War Hero,” Danbury News-Times, May 26, 2012
When Army veteran Rob Lytle died in 2010, his wife, Lori-Ann, included the cause of death in the first sentence of his obituary: suicide. “She did so with intent,” says Marian with co-author Jim Diamond, who knew Lytle, “not to tarnish her husband’s memory but to give his death meaning. He died after a long battle with PTS, post-traumatic stress, a sad fact that Lori-Ann included as well.” Lori-Ann asked Jim and Marian to help spread Rob’s story because of their work honoring veterans by revealing the hidden injuries of war, such as PTS and brain trauma, and so that people can work to get those veterans assistance.
“A Special Father to Remember This Memorial Day,” Stamford,
May 25, 2012
Marian writes a message to the young son of a veteran who committed suicide after suffering with the hidden injuries of war—including post-traumatic stress—for many years. She writes that his dad, Rob Lytle, was not alone, that many soldiers and vets suffer similarly. “Some are lucky enough to get help,” Marian writes to Alex. “Your father tried, but the Veterans Administration denied his claims. We need their system to change now so that other people don’t hurt themselves because they aren’t getting the help they need.” She is helping to tell Lytle’s story so that people, especially Alex, know he was a hero. And so that people take care of their brains and help other people get care.
“Region’s Female Consumers Expect More from Advertisers,” Zawya, May 23, 2012
Have advertisers kept up with the changes of the past decade in educational, workplace, political and financial opportunities for women in the Middle East? The sixth annual Gulf Marketing Review Marketing to Women Conference in Dubai, on May 28, is set to examine how these changing roles are “changing the way in which [women in the region] relate to brands, advertising, retail and media.” Among the speakers is Marian, who will kick off the conference with the keynote address, which will focus on “emerging global trends among women’s brand attitudes and behavior,” according to this article.
“Insights to Women’s Needs in the Middle East,” From Business Intelligence Middle East, May 22, 2012
The Gulf Marketing Review Marketing to Women Conference on May 28 in Dubai will have speakers sharing studies, research and ideas in terms of marketing to women in the region, and each session will include audience interaction. Says Alexandre Hawari, co-CEO of Mediaquest Corp., which publishes GMR, “The intensive day will delve deeper into the changes in socioeconomics, the impact of digital media in reshaping women’s personal agendas and brand relationships.” Marian will give the keynote address.
“Five Things to Think About as Facebook Goes Public,” CNBC.com,
May 16, 2012
A few days before Facebook had its IPO, Marian wondered in this bylined piece if the social network could live up to the hype. Some big advertisers aren’t convinced that it’s a good platform for brands in the future, half of Americans think it’s a fad and half consider its opening stock price too high. No matter what, says Marian, we can take away five vital lessons from “all the hoopla.” Among them: The online measurement conversation will proliferate, Facebook will need to pull out all the stops with new features, and (thanks to Mark Zuckerberg’s hoodies) people will begin to rethink what clothing is appropriate for the workplace.
“Branding Is Over. Move On,” The Customer Collective, May 7, 2012
“Not long ago,” says the author of this post, “I realized once and for all that branding, as a profession and as a goal, was completely finished.” She links her theory to social media and says that “real social media,” meaning the conversations people have “without corporate interference,” she says, “is so much more powerful than ads that ads now turn people off.” Instead, she says, the “‘prosumer,’ or ‘proactive consumer,’”—a term whose popularization she partly links to Marian—“is here to stay and they are not content with the stuff Madison Avenue churns out for them.” Click to link to the article, which also gives Marian’s three functions of the Prosumer.
“Pepsi Brings Back Michael Jackson for Marketing Campaign,” USA Today, May 3, 2012
An image of Michael Jackson will soon appear on a billion Pepsi cans worldwide. Some marketers consider it a bad move, calling it “very macabre” and “totally over-the-top” and even “a stroke of utter and complete stupidity.” Others think it’s brilliant, and Marian leans more toward the latter. “The risk is the subplot that Michael Jackson’s demise began when he got hurt on the Pepsi shoot,” she says in this article. “So they need to have the thick skin to weather this.” Even then, Marian says, “He could be a great bridge between Pepsi Past and Pepsi Future.”
“We Hear …,” New York Post, April 29, 2012
The New York Post heard “that Marian Salzman and James Diamond hosted the ‘Celebrate Spring in Connecticut’ fete for the Bob Woodruff Foundation, with guests Scott Pelley, Sen. Richard Blumenthal, JWT Worldwide’s Bob Jeffrey, Karen Ali and Jesse Kornbluth.”
“WBC Names Fran Pastore 2012 Extraordinary Woman,” Norwalk Plus Online, April 25, 2012
Marian was one of four women asked to sit on the second annual “Conversation with Extraordinary WBDC Women” panel in Danbury, Conn. “All four women,” says this article, “have achieved high levels of success in their respected fields and will share their professional stories that led them to being the leaders they are today.”
“Twin Towers Replica for 9/11 Anniversary Nabs Global Coverage for The French Will Never Forget-Euro RSCG Worldwide PR Campaign,” Bulldog Reporter, April 24, 2012
Among the many awards that @erwwpr is receiving for its pro bono media relations work on The French Will Never Forget’s 9/11 tribute is a Bronze Digital/Social PR Bulldog Award for Best Use of Digital/Social in a Public Affairs/Awareness Campaign. This article tells the story of the agency’s strategy, challenge and results, which include more than 231 million media impressions in the first three days alone. It also gives tips from Marian that the team used, such as “Be willing to change your strategy at a moment’s notice” and “Do not let budget determine your campaign’s outcome.”
“To Become Chief Executive, You Need to Have a Subordinate Partner,” Business Insider, April 24, 2012
This article focuses on one aspect of Marian’s recent Mediabistro Q&A: the question “What can women in any industry do to get to the CEO level?” It offers part of her answer, including this: “[S]omeone’s career is going to come first, and someone’s career is going to have to come second, so you have to be in a subordinated relationship, which means that guys have to be prepared to be with a partner who is going to be subordinated, and women have to be prepared to be with a partner who is going to be subordinated.” The article also says that a recent study backs up her idea: “A scarcity of men leads women to invest in their careers because they realize it will be difficult to settle down and start a family,” the study’s co-author Vlad Griskevicius is quoted as saying.
“Salzman Translates Trends into Opportunities,” Bicycle Retailer and Industry News, April 19, 2012
At the IBD Summit for bicycle retailers, Marian, a world-renowned trendspotter, told the audience in her keynote speech that they must become trendspotters themselves in order to plan for long-term success. She especially focused on digital trends and technology. “There is no escape. Even my dry cleaner is a social media–driven business,” she said. (Her cleaner sends a text when clothes are ready, and she can pay by PayPal.) These are among the 10 trends that Marian highlighted as especially important for this audience to be watching closely—and acting on—now and in the future: obesity, anxious parenting, eco awareness, love of local, baby boomers’ new values and digital detox. (The article goes into detail about all 10 trends.)
“Marian Salzman: Men Are ‘More Prepared’ to Be CEOs,” Media Jobs Daily, April 18, 2012
In MediaBistro’s lengthy Q&A with Marian Salzman, @erwwpr CEO, one question the interviewer asked was “What can women in any industry do to get to the CEO level?” Here, Media Jobs Daily excerpts from her answer: “I actually think it’s a lot easier to do than people realize, but it’s about making choices. And I think men tend to be more prepared to make the choices. You have to choose to delay your family plans well into your 30’s. You have to be prepared to live on at least three continents early in your career. And that means that someone’s career is going to come first, and someone’s career is going to have to come second… And I think if you’re going to be comfortable with that, that’s fine.”
“Euro RSCG PR Chief Marian Salzman Offers Her Thoughts for a
Few,” Agency Spy, April 18, 2012
Agency Spy spotlights the question from MediaBistro’s interview with Marian Salzman about her transition from advertising to PR. Here is part of that answer: “PR people tend to be afraid, and advertising people tend to be provocateurs. And so I had a very hard time … because I’ve grown up in a world of ‘There’s no such thing as a mistake; there’s just a bigger challenge to repair.’ Because that’s the nature of the advertising industry: You’re only as big as your last failure.”
“10 Lessons for Business and Life,” CNBC.com, April 9, 2012
In advance of her presentation at the American Association of Advertising Agencies’ Public Relations Conference, Marian reflects on her role as a mentor. In this bylined piece, she shares 10 lessons she has learned over her years in the advertising and PR industries, including “Subordinate your brand to the brands you steward.” Says Marian: “In all my thousands of media appearances, it’s not about personal promotion; I’m thinking in terms of furthering my employers’—and especially my clients’—visibility and interests.” She also touches on renovating yourself, choosing your boss wisely and committing to extracurricular activities, among others.
“What’s Not Hot: Some Trends of 2012 That Ought to Be Over,” Zócalo Public Square, March 20, 2012
Looking toward its “Who Says L.A. Has No Culture?” event with Slate, Zócalo Public Square asked some contemporary culture observers to discuss a recent trend they’re already over. Answers ranged from outdoor music festivals and Occupy Wall Street rebel art to “men telling women what to do” and “Twitter and Pinterest [and] whatever the hell else is next after that.” What is Marian, a leading global trendspotter, over? “I think my pick for top whinge-worthy trend,” she says, “has got to be one prediction I could now shoot someone—namely myself—for. And that is that people want to disconnect and have downtime.” Her bottom line: It’s such a part of our everyday lives now that she doesn’t think we can (or should) return to a place of disconnect.
“4As Holds PR Conference to Address Changing Demands,” MediaDailyNews, March 14, 2012
If enough new PR activity is evident in the zeitgeist, the American Association of Advertising Agencies plans a public relations conference. For the first time in five years, it has done so and Marian will be one of the speakers. “This year it felt like it was really time because PR seems to be leading the conversation,” says Janet Northen, conference co-chair. “The job has been changing so much with digital media and many new ways to engage consumers. We’re just being called on to be different.” Marian will discuss how to leverage social media and “trendology” to build brands and affect business.
“Salzman: A New Lease on the American Dream,” CNBC.com,
March 7, 2012
In mid-2008, Marian correctly forecast a “prime crisis.” Now she again turns her trendspotting eye to the perils of homeownership and says that in 2012 the American dream of owning a home will “drop dead and finally get eulogized.” With much data to back up her prediction from last year that “renters envy” is a very real phenomenon, she describes how our country has not only watched the property bubble burst but also shifted our ideals for how we work, live and define home. “Americans have enough to worry about,” she concludes in this bylined piece, “that the liquidity and value of a home and even qualifying for a loan will move to the bottom of their list of concerns.”
“Salzman: What Facebook Timeline Means for Brands,” CNBC.com,
Feb. 29, 2012
Facebook’s new Timeline offering, launched on Leap Day, is a “giant leap forward for how brands can embody their Facebook profiles and interact with their fans on this hugely important social media platform,” says Marian. Looking at it through the lens of a marketer, she says this new format will make for “far better brand pages,” giving the opportunity for brands to create a historical scrapbook of sorts with text, photos and even an app interface. Those that can show their personality through Timeline (instead of acting too corporate), Marian adds, will be able to connect with their consumers like never before.
“Advertising’s Shock Troops,” Adweek, Feb. 20, 2012
Reacting to a judge’s blocking of the FDA from forcing cigarette brands to put grisly photos of bodies wracked by smoking-related cancer on its packs, Adweek takes a look at the past few decades of “shockvertising.” Calling in experts to ruminate on campaigns by Calvin Klein, Benetton, Equinox and Burger King, the magazine wonders: Does shocking customers through ads lead effectively to generating sales? To help discuss Klein’s “basement porn” campaign from 1995, Adweek uses a quote from Marian at that time, when she said it pushed the brand’s “coolness factor from a 10 to a 60.”
“APCO And StrawberryFrog: Can Unlikely Bedfellows Strike A Winning Combination?” the Holmes Report, Feb. 17, 2012
When Washington, D.C., PR firm APCO acquired New York City–based ad agency StrawberryFrog, the Holmes Report called it “[a]t first glance … an unlikely union.” But the publication—and the two agencies involved in the deal—points out that their strengths are complementary. And then this bottom line from StrawberryFrog’s ECD, Kevin McKeon: “We thought this could be the start of shaping a new model. I think we are both speaking from the same playbook.” Marian, a former advertising executive, adds her take on the subject. Says Holmes: She “calls the move a ‘game-changer,’ noting that the combination of senior focus and creative talent represents a ‘paradigm shift’ that her own firm would do well to emulate.”
“Women in Technology Jobs Voice Their Opinion of 2012 Trends,” Women in Technology, Feb. 10, 2012
This roundup of forecasts for the world of tech include that women will “break the glass ceiling of the technology industry this year,” according to this website. The president of OCAD University in Canada says a major mobile tech company will name its first female CEO, and Marian notes that Virginia Rometty has already become IBM’s first chief executive. Other trends: The rise of social media will tempt more women to work in IT jobs, and women will embrace digital more fully.
“Connecticut: Creative or Complacent?” Westfair Online, Feb. 3, 2012
Marian wants to “plant Fairfield County on the marketing industry map,” says this article’s writer. The effort, called the Fairfield County Creative Corridor, now has a 140-page book supporting its case. The book’s slogan is “You can’t spell ‘creative’ without CT”; at a meeting of the Fairfield County Public Relations Association discussing the idea, Marian, president of the FCPRA, which is co-sponsoring the Corridor effort, noted that the letters “CT” are in “complacent,” too. Some discussion at the meeting revolved around this issue, that Connecticut is at a disadvantage in the industry because marketing professionals often want to work in nearby New York City instead.
“Market Driven,” Westfair Online, Feb. 3, 2012
As Marian works toward establishing Connecticut’s Fairfield County as a creative corridor and haven for marketing, advertising and PR professionals, experts say the time is right—in Connecticut and for marketers countrywide. According to this piece, companies will devote more dollars to marketing work in 2012. And the largest market research companies, according to the American Marketing Association, expect to best their 5 percent revenue gain of 2010. Plus, national and local offices of companies in the industry, such as Marketing Management Analytics, are hiring.
“Jason Wu, Target Partner,” The Morning Call, Feb. 1, 2012
The writer of this article wonders whether Marian’s prediction that 2012 would usher in “discount fatigue” (which Marian said after shoppers were frustrated with the Missoni/Target frenzy) would ring true even with two new highly anticipated collaborations. Jason Wu is due at Target on Feb. 5, and Marni at H&M on March 8. Says the article: “If Missoni for Target is any model, the most eager shoppers should be ready online or at stores’ doors the moment the collection drops.”
“Get the Hot Consumer Trends for 2012,” Financial Review, January/February 2012
“In 2012,” says this article’s writer, “the one sure thing is that consumer trends will come and go fast.” She surveys three leading global trendspotters, including Marian, to see what the year holds in store. Among Marian’s seven trends cited here: “The Mighty and the Tiny” (“With the era of entitlement nearing its end and social media continuing to connect us, more movements will be hatched.”), “Age of Collaboration” (“The era of ‘me’ is giving way to the era of ‘we.’”) and “Good Consumption in a Slow Economy” (“It’s no longer enough for brands to just provide. We want to know how they provide, why they provide and what they stand for when doing so. Welcome to the new ‘value.’”).
“CT’s Pitch as a Haven for Ad Pros,” 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 Marian, CEO of @erwwpr and 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,” Greenwich Time, 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, says Marian—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 Marian. “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,” Bicycle Retailer and Industry News, Jan. 26, 2012
Beginning on April 17, Interbike’s IBD Summit will host several speakers, including Marian, 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 Marian 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,” The Hour, Jan. 25, 2012
If Marian 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, Marian 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.
“Is Life the New Start-up?” BizCommunity.com, 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, noted global trendspotter. “The new digital generation works anywhere, anytime,” Marian 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.”
PR Trendspotter Extraordinaire Salzman Offers Predictions for Industry’s ‘Quirky’ 2012,” Bulldog Reporter, Jan. 17, 2012
“In no time at all, 2012 has become 2011’s plucky and extremely polarizing successor,” says Marian 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. Marian 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,” Portfolio.com, 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,” Marian 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.” She 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.”
“Top Trendspotter’s 2012 Predictions,” The Sun, Jan. 11, 2012
“Marian Salzman works out what we want before we even know it,” says this article of @erwwpr’s prescient CEO. Marian 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 Marian, 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.
“2012: The Big Trends,” 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 Marian and two other trendspotters for insights about our new year. Marian 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 Marian. Another bonus: the prevalence of English.
“Trend Alert: 10 New Products to Watch for in 2012,” USA Today,
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 Marian 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?” USA Today,
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 Marian: “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,” Retail’s BIG Blog, Jan. 6, 2012
In anticipation of Marian’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.” Marian 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 Marian. “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?” Pittsburgh Post-Gazette, 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 Marian’s prediction that “fat phobia” will take hold this year: “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?” TechCrunch TV, Dec. 30, 2011, and
Jan. 3, 2012
In this two-part interview with TechCrunch TV, Marian 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.” Marian 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.” She 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 Marian. “You’ve got to give people an activation step.”
“Five Food Trends for 2012: Top Foodie Practices for the New Year,” Daily Rx, 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 Marian 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, Marian 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,” Houston Chronicle, 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 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,” Federal Computer Week,
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 Marian’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,” NJ.com,
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 Marian for guidance about the coming year. According to Marian, 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,” she says. “It’s made us much more willing to embrace [the] homeopathic.”
“Doomsday Forecasts Aside, Changes Coming in 2012,” Richmond Times-Dispatch, 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.” Marian 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 her predictions that the organic versus non-organic debate will reach a fever pitch and that people will look to digitally detox.