In Marian’s Words Archives
Also see Marian’s blog posts on the Huffington Post.
“The Five Biggest Trends for Post 50s in 2012,” The Huffington Post Huff/Post50, Dec. 31, 2011
Asked to expound on the baby boomer–specific trends included in @erwwpr’s largest-ever trend tome, “The Big Little Book of Nexts,” Marian talks about the demographic growing more technologically savvy, re-feathering their empty nest with jobless children, leaning on medical information found online, and falling in line with the movements toward privacy and mindfulness. She talks also of out-of-work boomers returning to school, digitally. “You can see this as a negative challenge, or a really big opportunity to rewrite the rules of who you are,” Marian told Huff/Post50. “I actually think that residential empty nesters, the newly divorced, the newly single, are looking to do a complete life change.… We no longer write off 50, 60 or even 70. We see this as the new next stage.”
“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.”
“What We Wore in ’11—and Can Keep On Wearing, Stylishly,” The Philadelphia Inquirer, Dec. 28, 2011
Timed to answer quandaries about what to wear on New Year’s Eve, this roundup delineates which of 2011’s fashion fads will still make the cut in 2012. We’ll see bright-colored skinny pants persevere, along with wedges, tights, dressy print blouses, luggage-like totes, sportswear-inspired leggings and T’s, and bright lipstick. Hanging in there, too, will be looks inspired by the 1920s and 1930s—as will all things retro and vintage. Says Marian: “We have been very influenced by all things Depression-era chic.”
“What Your Next 12 Months Might Look Like,” Metro News (London), Dec. 26, 2011
“The new year will be a portrait of contrasts—great new techno-breakthroughs and a rush toward embracing anything local, including crafts and foods,” says Marian in this 2012 trends piece. The article’s author highlights her prediction about the crucial role that cloud computing will play in our lives, as well as her forecast that we’ll see an uptick in apps steering consumers toward ethical shopping (especially as more people worry about where their food is being sourced).
“5 Trends: Can Futurists Help Investors Pick the Winners of 2012?” Mindful Money, Dec. 23, 2011
“Futurists may not always get it right, but in tricky markets they may help investors identify the areas to target and those to avoid,” says this U.K. site, which consulted Marian, along with other leading trendspotters, for clues about what the future holds, fiscally speaking, and how it might affect investors. She shares insights about how our “life in a cloud” will become more important while also predicting that more of us will seek to “digitally detox.” Says Marian: “A natural result of Internet dependency, more and more people will seek to cleanse themselves and get offline—at least at the dinner table. Essential digital detox reading is The Winter of Our Disconnect—one woman’s account of six months sans digital devices. Establishments will soon proclaim ‘No Wi-Fi’ as a selling point.”
“Roll Call: Heineken, Viacom and More,” PRNewser, Dec. 23, 2011
In this Mediabistro piece highlighting top new communications hires and appointments, Marian gets mention for having been named to the board of the Bob Woodruff Foundation. She rejoins the board of this nonprofit, which raises awareness about the needs of soldiers who have returned home from combat, after an 18-month hiatus. In addition, notes the article, the agency that she heads, @erwwpr, has been named the Bob Woodruff Foundation’s pro bono PR agency.
“Bridgeport Conundrum,” Westfair Online, Dec. 23, 2011
Architecture firm Fletcher-Thompson will return its HQ to Bridgeport, Conn.—where it was founded in 1910—after a 10-year sojourn to nearby Shelton. Beginning in 2014, the firm will operate out of the former Mechanics and Farmers Bank building, known for its history and architectural beauty. This article’s author says the high-profile move is “punching a hole in the argument that downtown Bridgeport cannot attract high-end professional services companies.” Marian is quoted in the article comparing Bridgeport with the area of New York City that’s now a wellspring of tech startups and creative endeavors: “I can’t figure out why no one is turning Bridgeport into the next Brooklyn. We know it can be done in Dumbo.”
“Salzman Named to Board of Bob Woodruff Foundation,” PRWeek,
Dec. 21, 2011
Marian, CEO of Euro RSCG Worldwide PR, North America, has joined the Bob Woodruff Foundation’s board of directors. Appointed in December at the BWF’s board meeting, Marian previously served on the board of the nonprofit; in addition, @erwwpr was named its pro bono PR agency in September 2011. The foundation is dedicated to supporting injured service members, veterans and their families.
“2012 Trendspotting,” M&M, Dec. 20, 2011
Cherrypicking Marian’s global trend predictions for 2012, this article focuses on the movements toward cloud computing, more sex, digital detoxes and graydar, among others. Graydar, by the way, is a metaphoric construct meant to denote the hue du jour, as our work and home lives blur to gray and a quarter of the population reaches age 65 or older. Look for that older generation to try to connect with younger generations through something Marian has dubbed “Brand-Me Down,” whereby more brands will bridge two generations with nostalgic campaigns. They’ll be designed to work both ways: Mom will take daughter to Tiffany to shop for a string of pearls, and daughter will take Mom to Topshop to pick out on-trend clothes.
“On My Radar: Marian Salzman’s Cultural Highlights,” The Observer, Dec. 18, 2011
Spotify, the Super Bowl, Steve Jobs and SameSky.com. These are but a few of the trends Marian calls out in this end-of-year piece that concentrates on the year’s biggest hits from cultural realms such as food, music, art, TV, the Internet and books. Speaking of books, Marian said she found Walter Isaacson’s Steve Jobs bio engrossing. “I was so perplexed after reading about all [of his] paradoxes—of living like a normal person but being this millionaire, of being so brutal but being so generous,” she said. “I couldn’t make peace with what I was reading. I pulled an all-nighter to finish it.”
“Retreat from Reality: Cheap Thrills to Lighten a Dismal Year?” The Economist, Dec. 15, 2011
This entry from The Economist’s forward-looking blog, Cassandra, looked to Marian’s economic-specific trend predictions for 2012. Featured forecasts from her annual trends report include the havoc that financial woes will wreak on romance as men remain unemployed and disheartened, manufacturers’ increased focus on the 65-or-older market and the proclamation that Mumbai is the new Dubai in terms of opulent spending. Also highlighted here: less reality-TV watching and more carnal behavior. As the down economy leaves couples with less to do, they are turning more often to the bedroom. The proof: Sales of lubricants, condoms and toys? All up.
“What’s Coming for PR in 2012?” Ragan.com, Dec. 14, 2011
Bidding adieu to 2011, this article’s author turned to Marian Salzman and her comments during a recent PRWeek webcast about what 2012 holds in store. The noted trendspotter began by saying that in order to spot trends, you’ve got to keep your eye always on technology, especially hashtags, and be thinking only as far out as 12 to 18 months. In terms of consumerism, she said people will be looking to buy “essentials only”—and that as they rein in their spending, they’ll be in the mood for happy stories. And what should PR pros be particularly concerned with? In addition to getting measurable results and being jacks-of-all-trades, said Salzman, they’ll need to pursue “local interests and universal truth.”
“Peruvian, Local, and Thai: Trends for 2012?” Food Navigator-USA,
Dec. 8, 2011
As much as our taste buds or appetites, our beliefs and experiences will play into what we chow down on in 2012. Drawing from various end-of-year food trend lists, this article says we’ll look to our meals to quell our economic anxieties, minimize our environmental impact and represent our love of local. And we’ll see big brands unveil products with ever-healthier slants as “fat phobia” takes hold. “People are freaking out about being fat,” says Marian in a quote extracted from a recent blog post on the Institute of Food Technologists’ site. And then there’s this creepy, crawly newsflash from the article’s author: “Several publications have claimed that insects could help feed a growing global population, as they are packed with protein and could be more environmentally sustainable than other protein sources.”
“Here Come the Food Trend Lists,” NPR, Dec. 6, 2011
In this piece on NPR’s food blog, the Salt, the writer sniffs out the newest in edible trends, turning to food consultants and end-of-year lists for clues about what 2012 might dish up. Marian, the only trendspotter cited, foresees more pop-up restaurants and food trucks on our gastronomic horizon. But food trends might be the most difficult to predict, says this article’s writer, because of our country’s varying budgets and tastes: “If you’re one of the tens of millions of Americans on food stamps, your options are pretty limited. But if you live in a major metropolitan area and have a demanding palate and the income to support it, you have more food choice at your fingertips than any humans have ever known before.”
“The New Consumers,” Infobae, Dec. 5, 2011
The writer of this article, a marketing professor in Argentina, identifies seven new categories of consumers, who—influenced by poverty, fear and other circumstances—approach buying with of-the-moment needs and desires. Among the new consumers described are Ninis (young people who neither work nor attend school, choosing to live instead in the here and now), Kidults (usually male adults who consume like boys) and Alpha Women (active, independent women who bring home more bacon than their partners). The piece attributes the term “alpha women” to Marian.
“A Little Nudge Toward the Next Big Thing,” Westfair Online,
Dec. 2, 2011
New York and California are home to 28 percent of PR and advertising jobs in the U.S., but Marian wants Connecticut to be the new industry hub. In a letter to Gov. Dannel Malloy, Marian, writing as president of the Fairfield County Public Relations Association, made the case: “Connecticut’s creative corridor needs to start proudly selling itself.… It’s not without reason to imagine a time when Connecticut could be a nexus for all things PR, marketing and advertising.” Every “Big 4” ad agency claims a Connecticut outpost, and so does Euro RSCG, according to this article’s writer, but Marian wants Fairfield County agencies to promote an industry cluster and for firms to consider moving headquarters there.
“Cause Is the New Celebrity,” Frontline Online, December 2011
In this bylined article for the International Public Relations Association’s monthly online magazine, Marian explains why melding celebrities with good causes is a win-win for all involved—the celebrity, the cause and the PR agency that orchestrated the whole thing. “Everyone in PR knows that cause doesn’t get very far without celebrities,” says Marian, whose agency has long been in the CSR game and has worked with lots of A-listers. “What fewer people know is that celebrities need a cause to get behind just as badly. After all, it was Angelina Jolie’s humanitarian work … that earned her such a lofty place in the public’s esteem. Likewise, Princess Diana won her twinkly sainthood because of her charity work.”
“Euro RSCG CEO Predicts 2012 Trends in PR, Marketing and International Issues,” Euro RSCG PR UK, December 2011
Brand transparency is one of the five forecasts from Marian’s annual trends report that Emma Cameron, an account director in Euro RSCG PR’s Manchester office, highlights in this blog post. “The pressure is on for businesses to be better, to be transparent and to be accountable,” says the writer. “We want answers, and businesses must keep up or risk losing face and, crucially, customers.” The other four trends featured here are a renewed focus on traditional pleasures such as family and food, the surge in cloud computing and collaborative software, the graying of the world and the unprecedented platform offered to us by social media sites to get our opinions heard.
“Benetton Gets World Leaders Smooching in Provocative Ads,” USA Today, Nov. 16, 2011
Now that social action is “back at the forefront of consumer thought,” thanks to the Occupy Wall Street movement, says this article’s writer, Benetton is trying to return to its attention-getting ad roots. Many people watching are questioning not only the legality of new ads showing opposing world leaders “kissing” but also the ethics behind them. As for Marian, she thinks the branding was a little off: “This message would be more relevant coming from Hershey.”
“Top 5 Parenting Trends for 2012,” BabyCenter, Nov. 16, 2011
“Constant parenting,” a new ceaseless, exhausting, high-anxiety type of child rearing, will manifest itself in 2012, according to Marian, quoted in this BabyCenter story that passes on the parenting trends detailed in her annual report on trends to expect in the coming year. “Today’s parents want to have it all for themselves and their children, with amped expectations from an unlikely group—the once-slackerish Gen Xers, now in overdrive when it comes to raising kids,” says Marian in the article. “Everyone complains, but super-mindful, high-anxiety parenting will continue, especially in tough economic times.”
“Trendspotting for 2012 and the Graying of the World,” CNBC.com, Nov. 15, 2011
Pantone is looking to tropical hues, but Marian says gray matters for 2012. It’s the “metaphoric hue for everything from life in a cloud (think mobility, portability and transience) to the graying of our society, on a global scale.” And it’s going to be tracked on “graydar.” Gray is the color, she continues, of the middle class, of a new neutral palette in the home, of famous women’s locks, of collaboration: “Gray is where black and white meet. Yes, it’s the color of uncertainty (we’ve got that in spades), but it’s also the dulling down of polarization.… Have we gone from ‘all about me’ to ‘all about us’?”
“Euro RSCG Predicts Trends for 2012,” B&T (Australia), Nov. 14, 2011
That all-the-rage topic among techies—cloud computing—will “sky-rocket” into mainstream popularity through mobile devices. Australian marketing and PR title B&T called out that prediction from @erwwpr’s annual trends report, in addition to a new era of collaboration, services brands will need to provide to consumers, and others. The article quotes Marian on how trendspotting helps prepare businesses for the future: “When a multinational brand gets ahead of a trend and can own it, and ride its wave, the benefits are long-lasting—recognizing, of course, that one of the trends in recent years is the speed of change, as well as the fickleness of leading-edge consumers who embrace what’s new one day and move on to another new the next.”
“What Will 2012 Bring for Marketers?,” Marketing (Australia),
Nov. 14, 2011
Before setting any marketing decisions in stone for 2012, businesses would be wise to take a gander at Euro RSCG Worldwide PR’s latest annual trends report, “The Big Little Book of Nexts: Trendspotting for 2012.” At least that’s the word from the staff at this Australian pub, which writes, “While your marketing budgets are being allocated, take a minute (or ten) to review Euro RSCG’s predictions for the year to come.” Of particular interest to the magazine were the agency’s thoughts on cloud computing, the keyboard as mediator and communicator, and how the era of “me” is giving way to the era of “we,” among others.
“Futures Exchange,” Thomas Cook Travel magazine, November 2011
Marian leads the pack of trend analysts chosen by this U.K. magazine to give their forecasts for 2012. She cites “ethnic tourism” and “a full-on push for TV on the Internet” and says 2012 will be “the beginning of an era where notions of time are divided differently.… “the traditional ‘agrarian’ workday will be upended by the digital generation’s ability to work anywhere, anytime.” [Click here to download a PDF of the article.]
“What’s in a Name?” The Holmes Report, Oct. 23, 2011
Almost three years ago, the world found out about Bernie Madoff’s ruthless Ponzi scheme. Now we’re hearing about it again because of books by people related to Madoff. Marian sees the Madoff name, through her marketing and PR lens, as a brand and wonders how that brand can win back respect from the public. Bottom line, in Marian’s words: “There is simply no way to spin what happened in the house of Madoff. It needs a rebrand, reboot or rename.”
“Stand Up for Heroes Selects Euro as AOR,” PRWeek, Oct. 11, 2011
Stand Up for Heroes, an annual celebrity event that supports injured veterans, military members and their families, has named Euro RSCG Worldwide PR its agency of record. The event is in its fifth year and is run by the Bob Woodruff Foundation, where Marian served on the board for two years.
“Bye-Bye, 9 to 5: The ‘Renaissance Career’ Is Here!” Boston.com, Sept. 20, 2011
The term “9 to 5” now no longer applies to today’s workplaces, says this writer. And millennials especially, who are savvy about tech and social media, are figuring out how to use this “new normal” to their advantage. Mostly it happens by being jacks-of-many trades, including everything in their lives from freelancing and volunteering to building a business based on a passion and raising families. The article quotes Greg Housser, a Euro RSCG Worldwide employee who was featured on CNN in a story about ERWW PR CEO Marian Salzman and how she manages millennials. Says Greg: “I have a girlfriend, I have a family, I have friends, and these are all things that are very important because we work to live, not the other way around.”
“PR’s New Best Friend: Social-Media-Savvy Journos,” Ad Age Digital, Sept. 19, 2011
“Today, PR pros are drooling over the journalist or news organization with the most followers on Twitter,” says this article. At the same time, says the writer, “PR execs also struggle with trying to understand the value in 4,000 retweets vs. an article that only a few people read.” Marian, CEO of @erwwpr, gave the example of an agency project for client The French Will Never Forget, which got placements in USA Today and The New York Times but was most excited about the fact that CNN retweeted it. But, Marian adds, underscoring the unknowns: “Are [retweets] just amplifying it, or are people actually engaging? We need a tool to measure this impact. Nobody knows, but we better figure it out fast.”
“Lights Out, Game On,” The New York Times, Sept. 14, 2011
Sleep is big business, as this writer notes: “In 2010, Americans spent more than $5.8 billion on their mattresses and box springs, up 4 percent from the year before.” A variety of new products are covering this industry, from sheets made out of athletic high-tech performance fabrics to mattresses that look like sneakers—even sleep power bars. “We are hyper-competitive, even when it comes to stress and relaxation,” says @erwwpr CEO Marian Salzman, among her insights in this piece. “And we want to amp up our lives, to ensure we have and enjoy the very best, better than others.”
“Once in a Tech Time,” The Holmes Report, Sept. 8, 2011
Marian’s bottom line in her latest ThinkTank column for the Holmes Report: “Is the ad biz having the equivalent of a midlife crisis as it searches for ways to reach, retool and redefine a jaded consumer base that eats the latest technology for breakfast, lunch and dinner?” We’ve entered an era of more tactical marketing, she says: “It’s not that all this digital marketing is not strategic; it’s just that much messaging has become more multilayered, more tech-focused than ever.” But she likes thinking about the opportunities and sees steps toward a future where tech in ads is as important as the ad’s concept.
“Blog from Switzerland,” The Moscow News, Sept. 1, 2011
Russia was one of the 170-plus countries that sent delegates to the One Young World summit for young global leaders, held this year in Zurich. The full group of delegates discussed business, health, media, the environment and other important global issues, with an eye toward change. “Young is wonderful. Young has the future, young has hopes and young has time,” says Marian, CEO of Euro RSCG Worldwide PR, part of the company that organized the summit. One of the founders, Euro RSCG U.K. Group Chairman Kate Robertson, said she “believes some of the delegates will in time emerge as leaders of their countries and global businesses.”
“Agencies Tap CMOs to Extend Growth,” Direct Marketing News, Sept. 1, 2011
The position of chief marketing officer is becoming more prominent as agencies look toward putting themselves in the best possible light—and compete for new business. Marian, CEO of @erwwpr, who was CMO at JWT, added her take on why more agencies are filling such positions: “We’re all hanging onto growth by our dear fingers.” The CMO role, she adds, means someone is “out there always driving growth more objectively” on the agency’s behalf.
“Honoring Sept. 11, With Care,” The New York Times, August 31, 2011
Marketers used to steer clear of Sept. 11 anniversary events, but how should they change course—if at all—on the 10th anniversary of the disasters? Marian, CEO of Euro RSCG Worldwide PR, is one source in the story who, although admitting she’s conflicted on the subject, in the end suggests brand should not involve themselves. (Although, of course, many are—from 9/11 commemorative merlot to e-books.) “‘On one level, you want to convey a sense of empathy and sympathy and patriotism,’ Ms. Salzman said. ‘On another level, there’s a belief that every milestone in American history has been turned into a marketing opportunity.’”
“Watching the Weather Channel Crush It,” The Holmes Report, Aug. 30, 2011
Hurricane Irene, with its projected path and time to evacuate, was an ideal press event. “The media had a full week to put up intense Doppler charts with enough lines and cones and computer models to make your head spin,” says Marian in this column. Big weather events are also being tracked not only on the Weather Channel, but also over social media with our extended networks—after all, Marian points out, weather is the great common denominator. And of course, she adds, it’s a “tremendous PR opportunity,” too, for people who take it, as New York City Mayor Michael Bloomberg did, and President Obama.
“12 Rules for Back-to-School Shopping,” USA Today, Aug. 28, 2011
There are new rules for back-to-school shopping, says this article: “Shop late, and strategically—while embracing technology as your retail lie-detector.” Marian, CEO of @erwwpr, was one of “10 of the savviest retail gurus, consumer watchdogs and trendmeisters” to lay out some of the rules. Among the back-to-school trends she has spotted: Students selling old items to fund this year’s purchases and helping people who have less than they do. “Families are filling up on budget items, then packing up a bag for needy children,” Marian says in the article. “Watch for more giving back at the center of the conversation.”
“Creating the Future,” Adweek, Aug. 19, 2011
“We ask our clients, what headlines do you want to read or how do you want the world to see you?” says Marian, Euro RSCG Worldwide PR CEO, about the agency. Adds President Lisa Rosenberg: “We have an unwavering focus on earned media, and we deliver amazing coverage for our clients, along with marketing innovations that drive the news.” This article outlines the agency’s strengths—from social media and cause marketing to media relations and a new community model—all with an eye on taking clients to the future. “[The community model is] a very interactive approach,” says Marian, “where we use the community as a research instrument for developing and refining the story. Then we can better activate those conversations for our clients.”
“The Western Adventure Goes Soft and Rugged,” New West Blog, Aug. 15, 2011
“Marian Salzman gave quite the lecture on the state of Americans and how the outdoor industry can get their attention,” says this blog writer about Marian’s presentation at the opening of the Outdoor Retailer Summer Market. One key point was that consumers today “don’t want to be hardcore extremists,” the writer added. “They want soft, rugged adventures, where they can play safely outside.… Another cool thing she said is that ‘outdoors’ does not mean ‘cut off.’… [Y]ou’ll see a whole lot more products in the marketplace next year and beyond, addressing connectivity.”
“Is Beauty in the Eye of the Voter?” The Holmes Report, Aug. 22, 2011
Michele Bachmann’s beauty got Marian, CEO of ERWW PR, thinking about whether an attractive female politician’s looks help or hurt her. “I give you Golda Meir, an amazing politician and defender of country and man and woman alike,” Marian said. “Would she have had the same credibility if she had looked like, say, Natalie Portman?” But in the end, she says, discussing politicians’ looks is superficial; successful brands—and politicians today are indeed brands—have style and substance. “I don’t much care if our first female president looks like she just stepped off Planet of the Apes or like Gisele Bündchen; I do care about whether she can get the job done and whether as a woman I’m proud to support her and can relate to her POV, attractive or not.”
“Outdoor Retail Trending on Pop Culture,” Boulder County Business Report,
Aug. 4, 2011
Kicking off the Outdoor Retailer Summer Market, Marian presented 11.5 top trends for the outdoor industry with an eye toward 2020—from “soft rugged” experiences (Pilates, yoga) to the rise in traditions (the number of people participating in annual marathons and triathlons is a good example) both continuing to grow. Marian “likes to use iconic images to make her points,” said this writer, referring to the picture of an overweight, pale man stuck in a beach chair that Marian used to illustrate her “beached white males” (desolate men who have been laid off) trend. “Give them a destination on the weekends and a dialogue and a peer group,” Marian suggested to her audience, some of the 24,000 marketers, buyers and retailers who attended this year’s show.
“Putting Your Money (What Money?) Where Your Tweets Are,” The Holmes Report, Aug. 3, 2011
In the midst of the debt ceiling crisis, President Barack Obama and his social media team took to Twitter in an attempt to rally his followers (more than 9 million of them) to encourage Republican congresspeople to take a bipartisan stance in solving the problem. Instead, @BarackObama tweeted too much and lost 40,000 followers in one day. As of the end of that weekend, he had regained two-thirds of that number, but, asks Marian, CEO of @erwwpr, “when a tweet or post or comment can affect an election, give power to a brand or boost one’s status as a thought leader, shouldn’t putting your money where your tweets are still top the list in terms of one’s approval rating?”
“‘The Creative Business Idea Book’—Viral Marketing Do’s and Don’ts,” CNBC.com, July 27, 2011
“‘Viral marketing’ sounds sinister, doesn’t it?” asks Marian. But “marketers like nothing more than to see [marketing viruses] erupt into full-scale pandemics,” adds the CEO of ERWW PR. The agency’s parent company, Euro RSCG Worldwide, just published a book featuring its top Creative Business Ideas from the past decade, and in that time, Marian and her colleagues have created some of the most viral ads ever. Here are some key lessons they learned along the way (see the article for more detail): Provide an emotional payoff; don’t overproduce; protect your flanks; be transparent and true; say your mea culpas; and make it last.
“Murdoch’s Right-Hand Woman,” The Holmes Report, July 25, 2011
As Marian watched the News Corp. media circus, she couldn’t help but focus on Wendi Deng “aka Mrs. Rupert Murdoch, aka protector of a pie to the puss.” It’s not the “stand-by-your-man pathos” we’ve become used to seeing on the news, she says, especially after Deng’s Parliament pie swat. Says Marian: “Murdoch’s Achilles’ heel in parliament, Tom Watson, was said to have told him after the episode: ‘Mr. Murdoch, your wife has a very good left hook.’ (It was actually her right, which could make for a great political analogy, but I won’t go there…) If those are fighting words, perhaps we should take a closer look at Wendi when it comes to who is really in control.… As lines are drawn and consequences are suffered, I suspect many of us Murdoch watchers will align with Team Wendi.”
“How One CEO Bends the Rules to Get the Most Out of Millennials,”
CNN, July 21, 2011
Millennials—the generation of people born after 1980—are becoming more important in the workforce, requiring executives like Marian, CEO of Euro RSCG Worldwide PR, to change policies and management style. CNN took a look inside the offices of ERWW PR and discovered casual dress, happy hours on the rooftop—and young workers who like their job and are loyal to their company. “They’re the new marketplace. They’re the new brains. They come with all the social media tools and tricks embedded in them as natives,” says Marian. Adds CNN Senior Correspondent Allan Chernoff about the CEO: “[S]he’s put aside inclinations to exert her power in favor of recognizing the potential of her young employees, who she argues are anything but slackers.” Her style is paying off, he adds, because of the agency’s strong growth under Marian’s two-year tenure.
“Play Ball?” The Holmes Report, July 11, 2011
Two sports lockouts in the U.S. are making for interesting news. “Fighting it out for biggest bad guy—players versus owners—is going to be a battle larger than the Super Bowl or the NBA Finals,” says Marian in her latest weekly Holmes Report blog post. Disheartened by Nike’s re-signing of Michael Vick and curious about what will happen if there’s no football or basketball at the start of their respective seasons, Marian is betting on tennis for the next big endorsement deals. In any case, she wonders if the wrong war is being fought: “[B]oth sides should be duking it out for the loyalty and passion of sports fans.”
“Time to Get Real (Time),” The Holmes Report, July 4, 2011
Way back in 2000, the U.S. Federal Trade Commission issued online advertising guidelines. They haven’t been updated since. Says Marian: “The world of digi has changed beyond anything we recognize from more than a decade ago, and marketers have a million ways to reach consumers online, applying the FTC’s guidelines as best they can to today’s technologies. So why is the government so snail-like in its reaction time?” She adds: “Let’s hope the FTC doesn’t wait another 10 years to reform this ever-evolving medium for marketers, because Madison Avenue and today’s consumers can’t afford to wait.”
“In PR Category, PR Shops Come Up Short While Ad Agencies Stand Tall,” Advertising Age, June 27, 2011
Public relations has been at the Cannes Lions Festival for three years, and the category’s entries were up 40 percent this year, to 819 entries. But as Ad Age reports, there were 105 campaigns on the short list—but only about 20 were entered by PR agencies, compared with 45-plus for ad agencies. Two problems, according to sources, might be “cobbler’s children syndrome—PR shops failing to self-promote” and PR agencies’ “need to report stronger results and achieve more tangible objectives than publicity, identifying ROI such as behavioral change.” Marian, CEO of ERWW PR, felt, said the writer, that “part of the reason PR agencies are relatively scarce at Cannes is that they lack access to the resource of creative shops.”
“Selling a Presidency,” The Holmes Report, June 26, 2011
Marian, CEO of Euro RSCG Worldwide PR, looks at the current 2012 U.S. presidential candidates as brands in her latest weekly column for the Holmes Report’s ThinkTank. Barack Obama “pretty much set the bar for how to market a winning campaign and position oneself as a brand,” she says. And the next election will be “all about resonating with voters and their values,” but “under the lens of brands.” The candidates—like successful brands today—will need to serve their consumers; showcase values and beliefs aligned with them, their communities and the world; be fully transparent; stand for something; and incorporate a 360-degree approach to their marketing efforts.
“Euro RSCG: Brutal Honesty, Beached White Males,” Marketing Daily,
June 16, 2011
Marian decided to present a midyear trends forecast—stepped up from the usual schedule of her annual report—because of all the cultural chaos in recent months. Among her trends, all of which are discussed in this article, are these: The explosion in neurological research will replace “e” words (email, e-commerce) with those starting with “n” (nHancers, nGames, etc.); cell phones are the new trans fats (expect the debate to soon turn to cell-phone use by people under age 14); we will see a return to brutal honesty; and Americans are looking for new rituals.
“Is Connectivity the New Killer?” The Holmes Report, June 16, 2011
Marian, trendspotter and CEO of Euro RSCG Worldwide PR, has long been forecasting the day we’d worry as much about talking on the phone as we did about smoking cigarettes. In light of the new report from the World Health Organization warning of dangers such as brain cancer (and, she wonders, loss of fertility in men who stash their phone in their front pants pocket), she says, “Suddenly, ‘dead zone’ has a new meaning.” Marian also wonders how big telecom brands and marketers will deal with the news and says maybe we should look to millennials, who don’t use phones for voice calls but just texting, checking in and tweeting.
“How Social Media and Sexting Can Kill Your Brand,” The Holmes Report,
June 10, 2011
Marian, a go-to trendspotter and CEO of ERWW PR, has been talking for a while about the trend she calls Brand Me. But in this piece she says “Weinergate” highlights the fact that “we as PR people are often (and nail-bitingly) placing damage control for brands (and celebs and politicos) at the cornerstone of a strategy.” That strategy, and a stealth PR team, are much more important today than ever, she adds, “in light of today’s new normal of full disclosure and nothing to hide.”
“Street Fight Daily: 06.07.11,” Street Fight, June 7, 2011
In this “roundup of today’s big stories in hyperlocal media, technology, advertising and startups,” the writer chose Marian’s thoughts on the Huffington Post in a piece called “Corporations: Pillars of the Community?” He focused on this idea of hers: “So it stands to reason that big business needs to be looking—wide-eyed—at how it, too, can integrate into their geographic area, by investing in local businesses (by giving them business or by sponsoring fundraisers or backing entrepreneurs) and ultimately supporting the community.”
“If Brands Gave Commencement Speeches,” The Holmes Report, June 2, 2011
Graduation speakers nationwide are giving the usual inspirational pep talks to follow dreams, work hard and seize the day. But with unemployment still up and student loan debt at the highest point ever, maybe the speeches need to talk about today’s 24/7/365 work/life blur, less talking and more listening, and making compromises, says Marian. She then asks, “If your brand were giving a commencement speech, what values would you want it to share with the world?” Read the article for some important answers to consider when you’re facing a potential new audience.
“Retiring Ronald McDonald,” The Holmes Report, May 24, 2011
In an age of sensitivity toward marketing to children and of childhood obesity, the longtime McDonald’s mascot has grown out of fashion and even been the target of groups calling for his retirement. But Marian thinks that punishment seems harsh—and misdirected, when the Skechers brand, for instance, is now marketing its Shape-ups sneakers (which promise to shape “buns and thighs,” as she says) to young girls). “Which brings me to the real issue,” she says in this bylined piece. “Yes, marketers have a responsibility to be mindful when marketing to children, but it’s the parents who need to make real decisions for their kids: Cook at home more often and take your kids on long walks in the park.”
“Chiquita Taps Euro RSCG for New Product Launch,” The Holmes Report,
May 24, 2011
“Food major Chiquita has enlisted Euro RSCG PR to help it develop an influencer programme to launch a new crushed-fruit snack,” says this international PR industry pub. Holmes notes that ERWW PR has begun rolling out the first part of the program. “The activities we choreographed in Chicago were fun and inspiring,” says Marian of that first stage in the article, “and the level of interest we received in the local market proved that our hyperlocal approach is the right way to go.”
“Millennials Optimistic About Jobs,” CNN via Chicago Tribune, May 23, 2011
Tech-savvy, tireless—and with a sense of entitlement. It’s how the head of a marketing firm describes the four dozen millennials (the generation born in the 1980s and early ’90s) who work in her office. “There’s this constant sense of No. 1,” says the firm’s owner. And they don’t seem bothered by the bad economic times in the U.S. “They don’t understand why the recession should impact them,” says Marian, CEO of ERWW PR, who has been studying and watching millennials for years. “These kids feel they’ve mastered step one and are ready to come in as a junior executive.”
“The Millennials—Ever Optimistic About Jobs,” CNN Money, May 18, 2011
Millennials—young adults born in the ’80s and early ’90s—have a sense of entitlement in the workplace and “seem not terribly bothered,” says this article’s writer, by the pervasive job insecurity in the U.S. “[M]illennials have a different style than the older generation,” he says, and quotes a Euro RSCG survey in which 73 percent of millennials believe hard work is key to achievement. Says Marian: “These kids feel they’ve mastered step one and are ready to come in as a junior executive.”
“Beware Brand Obama,” The Holmes Report, May 13, 2011
As a marketer who sees herself as a campaign manager for the brands she works with, Marian thinks of Obama and Osama as brands. She believes the Obama brand got lost when he was elected because of all the polarization in D.C. Then there was the killing of Osama—“the most ‘presidential’ thing he has done since taking office,” she says. The photo of him in the situation room that evening made her remember why we elected him, saying it brought back “Yes, we can,” but “with much more of a badass twist. And just like that, the dialogue began to shift.… Because suddenly, we believe in Obama all over again.”
“PR Could Use and Is Prepared to Welcome a Few Good Men,”
PRWeek, May 1, 2011
After almost 25 years in the agency world, Marian began wondering whether public relations needed a gender reboot. “[I] have happily watched my own agency emerge in an increasingly female industry—then maddeningly forgotten that best-in-class performance means two must tango,” said the CEO of PR Operations, North America at ERWW PR in this bylined piece, which notes that more men have been joining PR agencies recently, often in the digital space, and that men still occupy many of the top spot. Gender parity, Marian adds, is needed to “[elevate] ourselves and our trade to its most influential place in the new world order.”
“Resources: New Biz Tactic: Hire Women,” Portfolio, April 20, 2011
Hiring more women might give companies a sustainable competitive edge, says new research from Deloitte. The article also cites a Euro RSCG Worldwide survey of millennials that says today’s young-adult generation expects that women will be important to shaping the future. “Millennial women have always considered themselves equal (at the very least!) to men and now are questioning whether balancing career and family are necessarily worth it,” says Marian. “They want it all, but they want to be the ones to say what ‘all’ entails.”
“Daily Brief: The Change Agents,” Portfolio, April 14, 2011
Millennials have high expectations for themselves and companies, and they prefer brands that connect for life with consumers. Marian expounds on these ideas and others (women’s ideas about careers, lack of geographic barriers) that come out of a Euro RSCG Worldwide survey about today’s rising generation. Says Marian: “Millennials don’t see huge barriers between themselves and the companies with which they do business. They’re perfectly comfortable interacting with businesses and pressing them for information and change.”
“Euro RSCG Life Growth to be Overseen by New Group Leader,” Zenopa News, April 14, 2011
Marian, notes Zenopa News, has been named chief executive officer of public relations operations in North America for Euro RSCG Worldwide PR, responsibilities of which include helping to build the Euro RSCG Life PR brand in the U.K. Zenopa, a U.K. health-care recruitment agency, adds that “Euro RSCG Life is among the leading healthcare marketing firms in the world” and quotes Marian as saying, “We are an agency on the move, growing fast, adding business and people and now reorganising to be even more effective providers of client solutions.”
“Teen Girls: Always on a Social Shopping Mission,” eMarketer, March 2011
This month, eMarketer sets its sights on teen girls and their shopping and social media habits. “Given their sheer number, potential spending power, internet and social media usage, teen girls represent an enormous opportunity,” the report says. “Retailers that tap this vein will attract new customers turned on by the viral buzz that girls themselves create.” Marian, president of ERWW PR and creator of its Sisterhood initiative, which was based on research that drew very similar conclusions, was interviewed for the extensive report. Among her insights: “Facebook almost becomes part of the shopping pursuit—girls might collect 15 points of view about a look or an outfit from a Facebook post. This makes shopping even more social and represents a new kind of stickiness.”
“Salzman: Where They’re Finding Love Online,” CNBC.com, Feb. 14, 2011
Meeting people online has changed significantly since the days of Meg Ryan waiting for the robo-like AOL voice to tell her she had mail and finding Tom Hanks at the other end. How much has it changed? Euro RSCG Worldwide’s January 2010 survey of 1,000 Americans about e-dating patterns and their use of technology, especially social media, gives some clues. “Among social media sites, all respondents ranked Facebook first as most likely to lead them into romantic or erotic relationships online. Matchmaking sites came in a close second, e-mail third, dating sites fourth,” says Marian.
“Ad Agency X-Factor,” Financial Review BOSS, February 2011
The 2011 Trends Special of Australian Financial Review BOSS gets to the heart of Marian’s staying power on lists of the world’s top trendspotters. (Among other milestones, this profile notes that The Wall Street Journal “cited her as the first advertising professional to use online focus groups.”) “I crave cross-tabulations and get pleasure from writing algorithms to isolate interesting segmentations,” Marian says, explaining how she makes sense of data. “I’m also a news
junkie and comb the Internet for relevant facts and figures that put meat onto
the bones of any trend stories… My goal is to stay on top of what may be next and why.”
“‘Idol’ Hopes New Judges, Younger Contestants Give It a Boost,” Detroit Free Press, Jan. 19, 2011
“American Idol” is trying to reinvent itself yet again with two new judges, singers Jennifer Lopez and Steven Tyler. The novelty might bring in more viewers initially, and it will always have an audience, says Marian, cultural trendspotter and president of Euro RSCG Worldwide PR, in this article. It just might not motivate watercooler conversations, she adds, like the groundbreaking show once did.
“Can ‘American Idol’ Get the Buzz Back?” The Arizona Republic, Jan. 10, 2011
Will people care about the 10th season of “American Idol” when it airs next week, asks the writer of this article? He went first to Marian, president of Euro RSCG Worldwide PR, to find out why the show’s buzz seemed to be missing last year. “There are so many things out there,” she says. “It’s going to be hard for anything to be the new ‘new.’ It’s like, you can’t stay young forever. You aren’t always going to be the show with the buzz.”
“Starbucks Logo Change Draws Consumer Anger,” The (Montreal) Gazette, Jan. 6, 2011
Much like the infuriated fans of the Gap, which also recently changed its logo, Starbucks’s decision to switch it up in the hopes of extending the brand beyond coffee drinks has consumers vexed. Marian says that “the often angry nature of social media has done nothing but hurt the brand, as people take to their various networks and express their anger, in real time.” When asked if the brand could survive this logo change, she replied, “Ask me on Monday.”
“Starbucks Cuts Name, ‘Coffee’ from Logo; Draws Ire,” Reuters, Jan. 5, 2011
In a case of “if it ain’t broke, don’t fix it,” Starbucks has officially dropped the “coffee” from its name and retooled its logo, a move that has made latte enthusiasts less than pleased. Legions of fans took to blogs and social media outlets to voice their dismay almost instantly after the announcement was made. Says Marian, brand watcher and president of Euro RSCG Worldwide PR: “Nothing is worse than an armchair quarterback. Nothing ever ends well that starts this way.”
“Looking into the Future with Marian Salzman,” Metro, Jan. 4, 2011
This Q&A with the president of Euro RSCG Worldwide PR touches on fashion and beauty, tech, food, the future of newspapers and the next subculture. On that last point, Marian names two. The first: “I think there is going to be one—the so-called ‘anti-social social butterfly’ [the antithesis of the social butterfly]—a person who is not very social in real life in a face-to-face situation, but who has collected immense numbers of followers in the online world. Through this space, it’s a chance for that type of person to be overly aggressive.”
“If Forecaster/Trendspotter Marian Salzman Is Right, Britain’s Prince William/Kate Middleton Wedding Will Be 2011’s Best-Seller,” min (Media Industry Newsletter), Jan. 3, 2011*
Marian tells min this: “[T]he momentum will build as the [April 29, 2011] wedding date nears. Look at all the attention being given to Kate’s hair styles. If 2011 is a ‘status quo’ year with no surprise crises or deaths, the royal wedding will sell best.” The media/marketing newsletter also features two of Marian’s forecasts from her 2011 report and a fashion-media-related prediction she made to min in 2009 that she says was proved correct.
“Healthy Living” Top Resolution—to Break,” Cody Enterprise, Jan. 3, 2011
In this roundup of predictions for 2011, Marian, noted futurist and president of Euro RSCG Worldwide PR, predicts it will be a year of increased anger as, the article notes, “technology makes it easier for people to rely on their ‘networks’ for information, having lost faith in their leaders, institutions and media.” Also notable in her eyes for the new year? A “booting up” of employees and students to be more “emotionally resilient” in these troubled times, plus career reinvention, redefined gender roles and entrepreneurial innovation on the rise.
“The Trend Watchers,” Chicago Tribune, Jan. 2, 2011
The Chicago Tribune checked in with four trendspotters, including Marian, to see what they think will be on our plates in 2011. Among their thoughts: more muscle drinks, more nutritious choices for school lunches, nutrient-rich cocktails, communal tables in restaurants, meatless Mondays, a rise in artisanal or heirloom foods, and a decrease in portion size.
“Digital Age Takes Star Splits to New Level,” The New Zealand Herald, Jan. 1, 2011
Celebrity splits were all over the news in 2010. Though there’s nothing new about splitting up, the way gossip hounds had access to every detail through blogs, social networking sites and all things social was the big story. Marian, trendspotter and ERWW PR president, had this to offer on the matter: “I, for one, am more bothered and intrigued by the good news announcements via Twitter and Facebook than the quiet exits this way. After waiting a third of a lifetime, the Royals deserved a national five minutes of silence for their engagement. The group posting seems so, well, humble.”
*You must register with the online publication to read the linked story.
Also see Marian’s blog posts on the Huffington Post.
“Getting Madder, Emotional Worth and Toughening Up at Bootcamp: The Top Ten Trends We’ll Be Talking (and Tweeting) About in 2011,” The Daily Mail, Dec. 31, 2010
On the final day of 2010, this British newspaper looks ahead to the new year with commentary on and excerpts from 10 trends in Marian Salzman’s main trends report. It also runs her “Hot/Not” list and five of the food trends she’s forecasting for 2011. Of her “Booting Up” trend, the newspaper says this: “Bootcamps are a favourite with celebrities for getting fit quickly, but now they are set to become a more widely-used tool for both parents and corporate organisations to toughen up children and employees for the rigours of the 21st century.”
“Pie’s Ascendancy Among Food Trends,” The Philadelphia Inquirer, Dec. 30, 2010
Marian is one of the people named in this article as predicting that pies will be next year’s hot dessert—perhaps even surpassing cupcakes. She also predicts her rise of the sweet potato and relates her macro trend of people wanting more control in 2011 to food: “People feel a lack of control in their lives, and the extreme manifestation of that desire for control is growing your own food—being an urban farmer.”
“The Dish: Plenty of Visionaries in Our Local Food Scene,” Wilmington StarNews, Dec. 30, 2010
Sustainable seafood, locally crafted beer and mom-and-pop establishments are just some of the food trends on the horizon for 2011. Good Vibes Brewing in Wilmington, N.C., says the writer, is right on trend with next year’s rise of the mom-and-pop business, as extrapolated from Marian’s annual trends report, which says small business will be on the rise for a newly unemployed class and reinvention will become the new normal.
“Fashion Leading the Way Back to the Future,” MSNBC.com, Dec. 29, 2010
The Associated Press asks the opinion of Marian, president of Euro RSCG Worldwide PR and trendspotter, in this story about how “[t]rend watchers find many sociological parallels between the ’70s and the current climate.” Marian says people want more of a “quiet rebellion” in fashion and style than a revolt, which the writer says could appear in the form of half-groomed beards or “mashups of seemingly clashing colours.”
“The Year of the Split: How Heartbreak Went Viral in 2010,” The Independent, Dec. 29, 2010
Why were celebrity divorces and separations different in 2010 than previous years? The rise of social media—over which some celebrities themselves even made the announcement that they were splitsville—made nothing private. “The velvet rope has been replaced by a faux intimacy that allows us all to climb in for a quiet natter,” says Marian in the article. She also discusses the “car crash split of the year for me”—Al and Tipper Gore—plus Courteney Cox, and the effect of good news announced on SoMe too, such as the engagement of Prince William and Kate Middleton.
“Fashion Leading the Way Back to the Future,” Newsday, Dec. 29, 2010
In another high-profile pickup of this article from the Associated Press, Marian also talked young people and money. Today’s college graduates mirror those in the 1970s, who, she says, expressed frustration that “despite fulfilling their part of the bargain to go to college, became educated and fairly responsible, riches weren’t theirs for the taking.” Another cultural similarity she points out is that people are staying close to home and spending more time with family.
“Fashion Leading the Way Back to the Future,” ABC News/Health, Dec. 29, 2010
This clip is a third major pickup of the AP article about fashion and lifestyle trends in 2011, specifically those with echoes of the 1970s. Marian is one person who discusses the sociological explanations for the reasons our culture is looking back to the Me Decade and how those are manifested in everything from beards and lip stain to wide-leg trousers and peasant tops—and even avocado green in the kitchen.
“The Hottest Fashion Trends of 2011 from a Top Trendspotter,” FitandFabLiving, December 2010
This fashion and lifestyle blog features five of Marian’s fashion trends for 2011—designer comebacks, the continuing rise of eco fashion, the return of 1970s style and military fashion, and the latest rage: combining high-low design in one outfit. Of the first, she says, “Will [Tom] Ford’s triumphant return pave the runway for other comebacks of those who might have stepped away from the design table?”
“Trendspotter Marian Salzman’s Fashion and Beauty Predictions for 2011,” FitandFabLiving, December 2010
“Marian Salzman, president of Euro RSCG Worldwide PR, North America, has predicted some of the top fashion and beauty trends she believes will be big in 2011. We hope she’s right because the majority of them not only work for teen girls, but for all women!” says this fashion and lifestyle blog. Among Marian’s picks for fashion are oversize sweaters and leg warmings; for beauty, she forecasts fishtail braids and navy nail polish, plus many others.
“Why We’ll Be Paying Lip Service to Pies and Celebrating the Fact That 60 Is Sexy,” Yorkshire Post, Dec. 28, 2010
In this bylined piece, Marian covers trends she’s predicting for 2011 in the following categories: fashion, beauty, food, restaurants, technology, work, religion, the gender divide, exercise and relationships. For the latter category, she says, “The baby boomers may be entering their twilight years, but they are increasingly behaving like lovestruck teenagers.” What that means: more boomers leaving long marriages and many people over 60 reconnecting with old flames.
“Top Trends for the Cash-Rich, Time Poor in 2011,” The Docklands 24,
Dec. 28, 2010
This newspaper for people in the Docklands in London (which includes the major business district of Canary Wharf) wonders what awaits the area’s “cash-rich, time poor” residents in 2011. It lists five of Marian’s business and consumer trends for next year as examples: fewer people flying, a rise in risk-calculation programs, reunion dating, luxury brands going culturally relevant and more people defriending their SoMe networks.
“In 2011 Emotions Run High, and Anti Is the New Social,” Media Daily, Dec. 27, 2010
As a counterpoint to information overload, bad news and fears about what the future holds, people will be engaging in behaviors that soothe anxiety—“think vacations that have a wellness or spiritual element to them, a deeper need to spend time with family and a craving for balance,” says Marian in this bylined commentary. She discusses other safety- and anxiety-related trends for the coming year, too, including cyberbullying and the “antisocial social class.”
“‘Anger’ Listed Among Trends,” Stamford Advocate, Dec. 27, 2010
Marian gives her hometown paper, the Stamford Advocate, a few reasons why anger will increase next year—the trend that leads her forecast for 2011. Among them: men angry that they’re out of work, women angry that they’re the primary breadwinner and everyone angry about partisan politics. “We haven’t been more polarized as a country since the Civil War,” she says. The article also touches on many of the other 11 trends in Marian’s annual report.
“11 Trends for 2011,” CNN.com, Dec. 26, 2010
In this bylined piece, Marian describes her annual holiday tradition: Creating her trends forecast for the following year. “While other people browse through malls, I sift through movements, mindsets and moods to come up with a rundown of what will be trending in the next 12 months,” she says. Her 11 trends for 2011 run the gamut from anger to emotional-resilience boot camps to gender roles in U.S. society.
“Euro RSCG’s Salzman Makes Her 2011 Predictions,” PRNewser, Dec. 22, 2010
What’s hot and what’s not for 2011? PRNewser runs Marian’s “Hot 100” list and calls out some of its favorites: On the hot list: Sunday news programs, kitten heels, niche gyms, Mariah Carey’s unborn children and Fort Greene, Brooklyn. And from her “Nots” list? Russian spies, harem pants, sending e-cards, LeBron James and Las Vegas.
“Veteran Visionary’s Annual Forecast: Trendspotter Extraordinaire Salzman Discusses Her Outlook for 2011,” Bulldog Reporter’s Daily ’Dog, Dec. 17, 2010
In this bylined piece, Marian first looks back at some forecasts from among her almost two decades of noting what’s ahead for the coming year. Then she goes in-depth when discussing her 11 trends for 2011, and she gives quick looks at what’s next in two dozen additional areas—everything from the legal pot trade to wind power to “reunion dating.”
“Gingerbread Lessons and Desserts at Brown’s,” Lexington Herald-Leader, Dec. 16, 2010
What’s on our plate for 2011? The Herald-Leader highlights five of Marian’s food trends for next year, including: pies (goodbye, cupcakes!), restaurants whose menus revolve around one food, “meatless Mondays,” growing vegetarianism across the United States and a movement toward smaller portions.
“New Fitness Trends: Time to Put Your Bare Foot Forward in 2011,” Metro, Dec. 12, 2010
What will be new in fitness next year? This daily U.K. paper checks in with a few fitness experts, plus Marian, president of Euro RSCG Worldwide PR, North America. According to the others, we’ll see more barefoot running, iPhone training apps, TRX workouts and short, intensive workouts. The crux of Marian’s forecast? “There’ll be a rise in blended exercise, mixing up two things such as piloxing (pilates meets boxing).”
“Les 11 Tendances 2011 de Marian Salzman,” INfluencia, Dec. 12, 2010
The woman who popularized metrosexuals and übersexuals debuts her top trends for 2011. This French article lists Marian’s 11 trends forecasts for next year, from “Mad as Hell—and Only Getting Madder” to “Tapping Minitrends” and everything in between.
“What’s Your Brand’s Story?” PRWeek, Dec. 10, 2010*
Consumers are distrustful and disenfranchised, so brands need to “tell their stories collaboratively—with their audience actively engaged in the unfolding narrative,” says Marian in this op-ed. Companies doing this well include Threadless, Mountain Dew and Chiquita, which have included customers in design competitions. They’re also supporting causes, such as Kenneth Cole and Gap. And they’re weaving in a great story to their marketing efforts, as Jay-Z has. “As we look for ways to trust brands again in the wake of BP and Merrill Lynch,” says Salzman, “perhaps it’s time for brands to have a chat with their innermost voices—or their closest consumers—and proudly exclaim who they are, and more importantly, what they stand for.”
“Charting the Industry: Female Millennials: $$ Not the Big Prize,” PR News, Dec. 6, 2010*
In a new report based on a survey of 3,000 young adults in five countries, “Gender Shift: Are Women the New Men?” Euro RSCG Worldwide found that for a majority of women and a plurality of men in each of the markets (China, France, India, the United Kingdom and the U.S.), happiness means love. “This is an important shift from a time when money and power were the coveted prizes at the end of the rat race,” says Marian Salzman, president of Euro RSCG Worldwide PR, in this article. “It’s clear that the gender wars of the past are no more and that millennials view gender in a totally different way than their parents’ generation did. This has a massive effect on global business and, especially, on communicators.”
“Salzman: How Will You React to the Changes?” CNBC.com, Dec. 6, 2010
“When Barack Obama ushered in an era of folks thinking about change, the sentiment was one of hope, of expectation that somehow, because of change, the future would be aglow with hundreds of watts of positive light,” starts this op-ed by Marian. “But maybe we didn’t read the fine print: With all change comes a great deal of growing pains.” Today, to survive and thrive, reinventing yourself and doing something that pleases you are key to adapting to an uncertain world. That might mean leaving it all behind, or it might mean using some latent skills. Personal change is a universal awakening that we’ll see grow around the globe.
“Looking Ahead: The Big Trends of 2011,” Media Life, Dec. 3, 2010
In a Q&A on the Media Life website, Marian, trendspotter and president of Euro RSCG Worldwide PR, North America, talks about how she identifies trends, which ones from 2010 panned out and why trendspotting is important. No doubt it’s always changing. To the question “What are the challenges in forecasting trends in a new year?” she answers: “The geopolitical situation is wildly turbulent. Think about WikiLeaks and the pressures between the Koreas. They are breaking news that may reshape some minds and mood. WikiLeaks has me obsessing on infoglut [information overload]. We are drowning in the findings. Enough is too much.”
“Marian Salzman of Euro RSCG Worldwide PR Releases List of Top Trends for 2011,” Trends Updates, Dec. 3, 2010
This trend-focused website outlines some highlights of Marian Salzman’s latest annual trends report, from “a gradual shift to a simpler life” to change, which the site says will “not be a slogan but become a way of life.” Also: “Broadcast news will continue losing its importance to interactive content. Boot camps will make a comeback to toughen up kids for the 21st century. Men will no more be the masters of all they survey.”
“Predictions: America’s Frustrated Middle Class,” The Economist, Dec. 2, 2010
The blog that accompanies The Economist’s The World in 2011 predictions calls out one of Marian’s forecasts for next year, Mad as Hell—and Only Getting Madder. (In a nutshell, that trend says that 2010 upped the ante for making Americans angry and that today’s 24/7 news and blogosphere amplify the hottest people and topics, which continues to add fuel to the fire.) In introducing the full text of that trend, the blog writer says, “Interestingly what she foresees coincides with the opinions of Arianna Huffington, who reckons the United States risks becoming ‘a third-world nation.’ ”
“Euro RSCG Worldwide PR Issues Trends Forecast for 2011,” Bulldog Reporter’s Daily ‘Dog, Dec. 1, 2010
“Companies making money on the Internet, the graying of issues important to baby boomers, and the ideas that we now know as corporate social responsibility, the iPad and Facebook, among many others”—they’re all trends that Marian has forecast in her annual list for the upcoming year. For 2011, she predicts hyperpolarization and anger will continue to grow, plus 10 other trends and two dozen “Future Bytes”—quick hits about what to expect in everything from luxury brands and parenting to travel, science and alternative energy.
“Salzman: Mining Social Trends (or Previewing 2011),” CNBC.com, Nov. 30, 2010
“It’s a fact: Human behavior models cultural trends.” That’s how Marian starts this wrap-up of her trends forecast for 2011. With insight into society’s zeitgeist, she says, brands will be able to best position themselves for the future. Among the trends she predicts for the coming year are a continued rise in anger, meaningful hands-on work, individuals as newsmakers, new ways to measure success, and lots of change and reinvention.
“Euro RSCG’s Marian Salzman: 11 Trends for 2011,” Radio and Television Business Report, Nov. 30, 2010
Things move quickly in the mobile, social media and online spaces. Marian’s annual trends list lets people in the broadcasting and advertising industries plan ahead. Her list includes the following trend, which might be of interest to people in those sectors (social media is a key driver in much of what is happening today and in the future, so this is a tweet-version summary): Public Mycasting System. Broadcast news: dead. Mycasting emerges. People curate interactive content, expressing their worldview in images, shared links, tweets.
“Top Social Media Strategists to Watch in 2011,” 451 Marketing Heat,
Nov. 19, 2010
Marian makes 451 Marketing’s list of top social media strategists to watch. Says this new-media communications firm: “[O]ur industry is still attracting and cultivating some of the smartest, most talented, and ambitious individuals around. This list consists of the people who the 451 team feel are setting the bar high.”
“GroupTour Magazine Covers VolunTourism: ‘101 Style,’” VolunTourism,
Oct. 30, 2010
The VolunTourism blog cites a post written by Marian and Ann O’Reilly that gives insights into research from Euro RSCG Worldwide’s “The New Consumer” report. Among their thoughts: “Categories reflecting a move away from the superficial include food (as seen in the evolution of ‘conscious nourishment,’ such as organics, artisanry, buying local, and ‘slow food’) and travel (a category marked by increases in eco-consciousness, cultural immersion and voluntourism).” Remarks the blogger: “Truth be told, I think we really wanted products and services like voluntourism all along, but brave indeed is the company that creates a product or service and takes it to market without fully knowing how it will be received, if at all.”
“Opportunity Calls,” The University Daily Kansan, Oct. 7, 2010
There are many keys to getting the most out of an internship, from asking people for more work to making a good impression, including appearance, professionalism and doing homework. And don’t bring a negative attitude. Marian has worked with many interns—and done much research about people in the 18-to-25 age group—and says young people today have a variety of working and personal styles. “My own impression,” she says in the article, “is there is a huge range from massively productive co-creators to insanely hard-to-manage narcissists.” Adds the writer: “A bad attitude will land you in the latter category and make you stand out in a negative way.”
“Consumer Finance: Top 10 Places to (Fill in the Blank),” The Wall Street Journal, Oct. 5, 2010
Why are best-and-worst city lists so intriguing? And why are they seemingly everywhere today, covering any type of ranking imaginable (“most haunted” and “most bedbug-infested,” for instance)? Marian gives a Dow Jones writer a few reasons. Among them: “People crave to know who is the top and who is the bottom. We don’t care about what is happening in the middle…we’re interested in the fringe.” Plus, she said, “There’s a proliferation of new media outlets, so there is a crying need for more content.”
“Wyclef Jean Hospitalized, Suffering from ‘Stress and Fatigue’ After Failed Run for Haiti Presidency,” Associated Press, Sept. 27, 2010
After Haitian native Wyclef Jean’s whirlwind campaign for president of Haiti ended in mid-September, he checked into a hospital at an undisclosed location. Explained Marian, Jean’s media relations representative: He is “suffering from stress and fatigue based on the grueling eight weeks he’s had.”
“The Tweet Life of CMOs,” Adweek, Sept. 13, 2010
Chief marketing officers are increasingly entering the world of social media, especially Twitter. How they relate to their followers can affect their business and their brand significantly. Marian offers some insight: “We’ve all had to learn to be copywriters.… it can’t be self-promotional [and has to have] just enough creativity that it doesn’t look like a commercial sponsorship. It’s a very interesting juggling act.”
“The Disney Star Machine,” Forbes.com, Sept. 8, 2010
The recent opening of Camp Rock Two left writer Meghan Casserly pondering why the house of Disney—which launched the careers of Britney Spears, Christina Aguilera, Miley Cyrus and Demi Lovato, among many others—is such a “girls’ club.” Cyrus, for instance, earned a reported $48 million last year, while all three Jonas brothers together earned $35.5 million. Casserly looked to Marian for answers. Among Marian’s lengthy insights, including those into the high reputational standards the company’s stars are expected to keep, she said this: “The Disney marketing machine seems to work to mobilize young girls towards consumerism—which is a much tougher sell to boys who aren’t as in touch with their ‘shopping selves’ in the tween age group.”
“Reading Between the Sofas: Marian Salzman on the Oval Office’s New Additions,” PRNewser, Sept. 3, 2010
The PRNewser blog featured Marian’s observations from The New York Times about the Oval Office’s recent makeover. One of her interpretations of the new décor: “It’s a quick, design-y way to say, ‘I’m always thinking about the planet and our future generations, even when I am meeting and greeting heads of state, contemplating legislation, or doing whatever presidents do in their private office spaces.’ ”
“The Audacity of Taupe,” The New York Times, Sept. 1, 2010
After the Oval Office was redecorated, the “Design Notebook” feature of the Home Section in The New York Times talked to people in the fields of design, politics, psychology, journalism and others to get their reactions. Marian, president of Euro RSCG Worldwide PR, was one of those who added her take. Among her observations: “Not only is his office warmer—think caramel—but it also gives a nod to the environment with the vibrant shades of blue he uses as accent hues.”
“Hurricane Wyclef: PR Lessons from a Presidential Campaign,” Bulldog Reporter, Aug. 31, 2010
In one brief month, Wyclef Jean exploded onto the global political scene. From the time that news of his intended announcement to run for president of his home country, Haiti, was leaked on the Internet, to the time he was disqualified from running (and then began to pursue an appeal), Euro RSCG Worldwide PR was with him, leading his media and communications strategy. Marian, the agency’s president, says in this opinion piece that she “experienced a phenomenon” that month. “Almost 10.8 billion total media impressions later, spanning six continents, we saw a celebrity transform into a serious contender virtually overnight,” she added. Marian shares four of the lessons she learned while working on this campaign.
“Teen Girls Seek Balance But Still Spend Strong,” PRWeek Online, Aug. 20, 2010
In this opinion piece in PRWeek’s online edition, Marian, president of Euro RSCG Worldwide PR, offers some details about the agency’s recent survey of hundreds of teen girls nationwide on various trends. Euro RSCG PR also talked to members of its teen initiative called The Sisterhood and to Blair Fowler (aka Juicystar07, the 17-year-old online fashion guru with hundreds of thousands of followers on her YouTube channel) to round out its research. Among the findings: Girls have more money to spend than last year at this time, are eager to return to classes and will buy fewer brand-name back-to-school goods. Plus, what they’re looking for in life now includes their personal-best style and the ever elusive balance.
“Cursing at Work Comes Under Fire,” MSN, Aug. 2, 2010
Goldman Sachs has banned cursing in e-mails sent by its employees. “But,” as writer Eve Tahmincioglu notes, “completely eliminating cursing on the job may be even harder than eradicating fraud on Wall Street.” She asked Marian for her take. “ ‘I think truck-driving speak has invaded modern language and won’t go away,’ said trend-spotting guru Marian Salzman, who’s been credited with coining the word ‘metrosexual.’ The cyber age, she added, has accelerated this foul-language phenomenon. ‘WTF will be the single most common response.’ ”
“PR Pros Advise BP’s Dudley,” Advertising Age, July 26, 2010
Robert Dudley is preparing to replace Tony Hayward as CEO of BP, and some public relations executives think that’s a good move. Advertising Age interviewed two, and Marian was one. “Mr. Hayward is symbolic of what is wrong,” said Marian, who also gave some thoughts on BP’s branding on the Huffington Post, “so he needs to be forgotten so that the global community can contemplate forgiving.”
“Retailers Luring Teens with Social Tools,” eMarketer, July 16, 2010
Marian talked to eMarketer about kids’ shopping habits, behaviors and expectations. She had this advice when asked for the Q&A how retailers should use social media to reach teen consumers: “Talk their talk and walk in their shoes, but don’t overmarket, overpromise or be too in their faces electronically or anywhere else. Realize that reduce and reuse is a green message but also part of teens’ commitment to values. It’s social. It’s not marketing; it’s a conversation, not a lecture.”
“PR Firm Creates Teen Sisterhood,” Stamford Advocate, June 18, 2010
Two teenage girls from the Stamford, Conn., area are surprised to find themselves intimately connected in their tastes, their perspectives and the ways they approach the world around them. But it’s not Facebook or MySpace that has revealed all this. Rather, Euro RSCG Worldwide PR’s Sisterhood initiative, which was developed to gain an understanding of teen girls as a market demographic, is showing the teens (and the rest of the world) just how closely connected they are. “To put it simply, teenagers are at a new frontier of social culture,” says Marian, the agency’s president. “They’re changing the field of marketing, altering communications, inventing new lexicons and adopting still-embryonic innovations.”
“Tweens Reclaim Their Popular Status in Consumer Outreach,” PRWeek, June 1, 2010
It’s no secret that young teens represent a powerful market force. The question is how to reach them. Euro RSCG Worldwide PR has taken a brand-new approach, attracting teens to the agency with its Sisterhood initiative, which focuses on connecting with teens on their own terms, in their own environment. “As a marketer, I’m looking to talk to [teens] on rational and emotional levels,” says Marian, president of Euro RSCG Worldwide PR, North America. “We won’t go out and recruit them. They must come in via the kind of reviews and blogs we’re creating.”
“Are You Ruled by Superstition?” Daily Mail Online, May 24, 2010
We might be living in an übermodern world of advanced ideas and digital connectedness, but the truth is that people are as superstitious as ever. From dodging black cats to chucking salt over their shoulder, people are still practicing irrational superstitious rituals. Expert trendwatcher Marian explains what’s up: “The world is so topsy-turvy, with terrorists trying to strike us down while we head out to dinner, we think we can protect ourselves and our loved ones with new practices that become ‘must-dos’ to keep the truly evil things at bay.”
“Panera’s New ‘Pay-What-You-Want’ Café: Can It Scale?” Justmeans, May 19, 2010
National bakery chain Panera Bread recently opened a nonprofit shop in St. Louis, where there are no set prices and customers are allowed to pay what they can or volunteer to help at-risk youth if they can’t afford to pay. At first blush, the enterprise seems to show that good intentions can equal good business. This is the first time such a venture has been attempted by a for-profit corporation (the nonprofit shops are managed by the philanthropic arm of the company), so the idea of scaling to a national scope is being considered. Trendspotter Marian Salzman told USA Today that she doesn’t have high hopes for sustained success, but the jury is still out on the potential upsides to this charitable business model.
“Panera Launches First Nonprofit Cafe,” The Daily Beast, May 18, 2010
Consumers today are demanding not just product value but also social awareness from the businesses they support. One company, Panera Bread, has gone out on a limb to embrace this very notion, offering customers at one branch of the restaurant chain the option to pay what they can for their meal. Marian gives her read on the chances of Panera’s honor system succeeding in the long run.
“Non-Profit Panera Cafe: Take What You Need, Pay What You Can,” USA Today, May 18, 2010
Panera Bread decided it wanted to test a theory in socially aware business by converting one branch of its restaurant chain into a nonprofit organization where customers can pay whatever amount they can afford. It’s a noble effort, but is it good business? USA Today turned to expert trendwatcher Marian to get a realistic read on the idea. “I don’t think the honor bar system will work nationally,” she says. “While young people are very much attuned to helping out and making a difference, if they find themselves sitting next to other customers with whom they don’t feel comfortable, they’re not coming back.”
“Q&A: Redefining Teens, $216 Billion Buyer Power,” Marketing Daily, May 11, 2010
Teens wield far more influence than they are given credit for, Marian tells Marketing Daily. She calls them master communicators and says they’ve “stripped out the verbosity” in their language. Marian also says the recession has made them worried about earning a living and paying back college loans when the time comes. But once they’re ready to be on their own? “Both for quality of life and the high-tech factor, these kids are more drawn to places like Austin, Texas, and San Francisco—they want to be part of that high-tech Google world,” Marian says. “They are very aware that Mark Zuckerberg was still a teenager when he started Facebook and invented a business that changed the world.”
“Local Fabulous: How Our Focus Has Narrowed and Local Has Become the New Global,” Contagious, First Quarter 2010
It wasn’t so long ago that globalization was the big new thing. Everyone wanted to know what it meant, how it’s manifesting and how to keep up with it. But today, writes Marian in this bylined piece, after 10 years of chewing on the sour grapes of globalization, and after tiring of the amorphous, anonymous and ambiguous information of the Internet, people are turning inward. “Now what’s going on in our immediate communities—whether they’re geographic or virtual—is what’s important,” she writes. “It’s a radical reshaping of our culture, and there are examples of it everywhere.”
“Kindle—The New Way to Educate Our Youth?” Ervin & Smith Marketing to Women, April 28, 2010
Marian believes the Kindle or other e-readers “could revolutionize education,” in the words of this blogger, who heard Marian speak at a recent conference. School districts could buy the mini computer to download textbooks and give kids the interactivity they need to learn, the blogger writes, saving money and improving the quality of education.
“Blogging from the American Express Publishing Luxury Summit: What Do Consumers Want?” Luxist, April 27, 2010
In the company of top executives from Tiffany & Co., Saks, Travel + Leisure and more, Marian answered questions in a live Q&A and talked about how time is the ultimate luxury today. Her thought for a big upcoming trend: built-in connoisseurship, as you see on time-sensitive limited-sale websites.
“State Residents Fed Up, RSCG Survey Finds,” The (Danbury, Conn.) News-Times, April 19, 2010
Health care might be entering a new phase, but that doesn’t mean everyone’s happy about it. Two surveys recently conducted nationally and in the state of Connecticut show that most Americans are pessimistic about the new health-care legislation. Many respondents felt big corporations and lobbies have hijacked the proposed health-care reform. “In Connecticut, the breed of Weicker Republicans is really dead now. They want to go back to a previous time,” Marian, president of Euro RSCG Worldwide PR, says in the article. “It was a more conservative set of findings than I was expecting.”
“News: The New Figure of the Prosumer Will Replace the Consumer and Will Change People’s Lives,” from Fundacíon Telefónica, April 14, 2010
In a panel discussion about 10 concepts that are changing the future, Marian talked about social media and how it’s changing consumers into prosumers; aggregator websites (such as Priceline) are one important way that’s happening. Prosumers are also using trialogues rather than dialogues, she said, to talk with brands, employees and other prosumers.
“Parodies Proliferate of Woods Ad with Dad’s Voice,” Associated Press, April 9, 2010
Tiger’s father’s words of wisdom to his son in a Nike ad have inspired spoofs across the Web. Many in advertising seem to agree that it breaks new ground, even though it’s too early to tell if the strategy will pay off in the long run. “It’s a new genre of marketing,” Marian tells the Associated Press. “I’m sorry—ka-ching!”
“Sharing Sales Tips in a Smaller Circle,” The New York Times, March 21, 2010
A new survey finds that Facebook is not quite as important as marketers thought when it comes to teenage girls’ discretionary cash. The resultant white paper from Euro RSCG Worldwide PR shows that teenage girls prefer to share news about their favorite brands by text and e-mail to a small group of friends. “They have the capacity to broadcast at their fingertips, but they don’t do it,” says Marian, the firm’s president, to The New York Times.
“Study Reveals Consumer Habits of Teenage Girls,” Public Relations Tactics, March 12, 2010
Teenage girls are among the most avid users of social media, but a new white paper from Euro RSCG Worldwide PR also finds they are avid shoppers. “Teenage girls are unique in virtually every aspect of their consumption behavior,” says Marian. The survey found that this key demographic is strikingly brand-loyal but also tends to approach the brand, versus having the brand approach them.
“Teenage Girls Spend $200 Billion Per Year,” News Weird Magazine, March 9, 2010
[Editor's note: The blog’s author used an incorrect figure in the headline. Please see the white paper at Forsistersbysisters.com for the correct data.]
A new survey by Euro RSCG Worldwide PR shows that the female teen market is stronger than ever, and it’s getting the attention of marketers. Teenage girls are a vastly important, profit-driving demographic, and they are “buying, spending, trend spotting as well as trendsetting,” says Marian on the News Weird Magazine blog.
“Trendspotter Marian Salzman Says That Americans Are Turning to Hard News,” min (Media Industry Newsletter), March 8, 2010*
Do Americans care less about celebrity news in today’s lean times? Based on a Euro RSCG Worldwide Mood Monitor survey of 386 Americans, it seems that Americans are losing interest in tabloid feeding frenzies. “My research says that people care about Kate Gosselin for 22 seconds,” says Marian in min (Media Industry Newsletter). “What matters now are the economy, health care and national security, which affect people in their everyday lives.”
“Study Finds that Teenage Girls Influence Economy with Spending Habits,” Drug Store News, March 8, 2010*
In today’s gaunt economy, the good news sometimes comes from unexpected places. A new survey commissioned by Euro RSCG Worldwide PR finds that one demographic in particular is doing more than its share on the consumer front: Teenage girls have not shied away from spending money, and they’re using social media to home in on the brands they love. “Their habits will determine how relevant markets develop today and in the future,” says Marian in Drug Store News.
“Kids Become Tickets to Fame,” The Christian Science Monitor, Feb. 8, 2010
The age of reality TV has given birth to a new shortcut to fame: parenthood. From the Octomom to the Balloon Boy, and from the Gosselin eight to Bristol Palin, having a kid is a good way of attracting the cameras. But, says Marian, the trend of using children as mini-celebs is really a crack in our social foundation: “I think we’re living in a social-media age where anything goes and everybody has a space. So you’re seeing people being a little bit more uninhibited.… We have to go back and we have to say, ‘No, we can’t do these things.’ ”
“The ‘Un-Millennials’ Proved Us Wrong,” PRWeek, Feb. 1, 2010
As a leading trendspotter and marketing executive with 20 years of experience studying youth culture, Marian has seen many trends come and go among the world’s young people. But rarely has she witnessed the kind of change from me-focused to world-focused, irresponsible to action-taking that the Millennial Generation, as it was once known, has displayed. “The leaders of this generation,” she writes in this op-ed, “whether they’re American, British or Chinese, are the un-millennials: actively engaged with the world around them, fully aware of how global issues affect their local communities, passionate about their own power to effect change and guided by idealistic values.”
“21 Trends of the Tenties,” Financial Review BOSS, February 2010
Marian was one of two global trendspotters asked to contribute her predictions to this Australian pub’s article. She gave her top trends for 2011, from No. 1 (“Criss Without the Cross: The hyperpolarisation of communities brings more and more voluntary segregation, as lines are drawn based on our awareness of our neighbour’s opinions and affiliations. However, crossovers will emerge—individuals whose consensual thinking and good ideas counter the trend.”) to No. 11 (“The Rise of Emo-Bling: ‘Cool’ cultures are warming up. Bling is about conspicuous displays of sparkly consumer goods; emo-bling is about conspicuous displays of emotion. Even government leaders are less formal with each other. Taking an ‘emo-risk’ can win hearts—think Michelle Obama—but it can also annoy. Watch for more emotional expressiveness.”).
“New Year, Old Idea?” The Occasional Informationist, Jan. 28, 2010
While society continues its march toward digitization, it would be reasonable to assume that the coming year will be characterized by more online time, more snippets of Web media and less face-to-face interaction. But, according to David Bawden, the world’s expert trendspotters and futurists are saying it’s not to be. Leading trendspotter Marian says a return to the privacy of clearly demarcated physical and emotional spaces will mark 2010: It’s all about the need “to retreat from the modern buzz to ‘safe spaces’.”
“Why We Should All Be Paying Attention to One Young World,” Utalkmarketing.com, January 2010
The millennial generation is changing the world, says Marian. Not only did today’s young generation of culture creators and, increasingly, business innovators turn out to be a key force in the election of President Obama, but, as founders of companies such as Facebook and Google, they have also changed the way we talk, work and even think. The One Young World Inaugural Summit is the first and only international leadership summit focused on the transformational ideas of these millennials, who will gather for the Feb. 8-10, 2010, event to confront the world’s greatest challenges. Says Marian: “We should all be paying attention.”
“Keep an Eye on ‘Mobmedia’ in 2010,” A Hoolie with Communications, Jan. 15, 2010
Communications-and-branding blogger Angela Shultis cites Marian’s trend prediction that digital mobs will begin making a significant impact on society, and not just online. The rise of social media as an increasingly all-encompassing way of conducting social life and business means the formation of online mobs, unhindered by the social inhibitions of face-to-face interaction, will have enormous consequences for individuals, organizations and businesses.
“Challenge for 2010: Consumers Get Choosier,” Luxury Institute, Jan. 13, 2010
Even with the economy showing signs of recovery, brands might not be back in the black. Certainly, there will be no quick return to the pre-recession golden days when shopping sprees were almost routine. Luxury Institute blogger Valerie Seckler cites Marian’s explanation that the consuming public has simply gotten used to living life without constant spending. “People are in a less and less mind-set,” says Marian in the post. “They’ll be acquiring things that make them more productive or more relaxed. Peace of mind, respite, an escape will be in demand.”
“Food Trends 2010,” The Guardian, Jan. 11, 2010
Food critic Craig Butcher turns to Marian as one of two top trendspotters to get the latest trends about food and eating. As the economy continues to improve, Marian tells Butcher, people will still be “grazing and gorging” but will gradually return to lighter and more relaxed eating. And, with the rise of epidemic panics such as swine flu, immunity diets are going to be all the rage. An approach to holistic eating also means people will want to know where their food comes from: “Watch for an interest in storytelling around new foods,” Marian says. “The discovery will be part of the interest.”
“Pirating the Obama Brand,” Vanessa Thinks Ink, Jan. 10, 2010
Vanessa Horwell joins in on the Obama branding debate ignited by a billboard for the Weatherproof outerwear company featuring President Obama. Noting that Obama’s image has been used to brand products as diverse as Chia Pets and ice cream, Horwell wonders how far the trend will go and cites Marian’s observation that as the most fashionable First Family in decades, the Obamas are just too hard for advertisers to resist.
“‘Hyperlocal’ Is Hip,” Ideas and Eyeballs, Jan. 10, 2010
Of Marian’s 100 Top PR Trends, hyperlocalism, or the refocusing of social life, advertising and media on local communities, is the most relevant to the community newspaper industry. Jim Busch notes that this rising trend of hyperlocalism explains the strange growth of community newspapers while daily metro newspaper circulations dwindle. “It’s local empowerment,” Marian explained to the Rivers Club in Pittsburgh. “People want to know more about each other, but in a hyperlocal setting, within five, six or seven miles.”
“Obama Coat Ad Gets a Chilly Reception,” The Spokesman-Review, Jan. 9, 2010
All is fair in love and advertising—at least it is according to an outerwear company that chose to feature President Obama on a Times Square billboard. The audacious ad has sparked questions and controversy around the country about how far is too far when it comes to reaching out to consumers. The Spokesman-Review asks Marian to explain how new trends in marketing are manifesting ads like the Obama coat billboard.
“Obama Billboard Ad To Be Taken Down—in 2 Weeks,” Associated Press, Jan. 8, 2010
With President Obama’s image spread across a billboard ad for the Weatherproof outwear company, there is a growing indication that advertisers are willing to push the envelope, especially where the 44th president is concerned. Marian speaks to the Associated Press about what’s driving this new trend and where it might be headed: “The Obamas are more fashionable than anyone who’s been in the White House for years,” she explains. “Right now, they’re the style setters.”
“Futurist Spots Trends in Social Networks, Anxiety,” Pittsburgh Tribune-Review, Jan. 6, 2010
With globalism and an enormous, anonymous Internet rising, it was inconceivable just a couple of years ago that one of the most powerful emerging trends would turn out to be a return to the local. But Marian tells the Pittsburgh Tribune-Review that people are craving a return to everyday familiarity, even with things we once considered passé: “There’s a feeling of community that people nationwide are embracing,” she says. “People…want to get more and more involved in their children’s schools. There will be more potluck dinners held in cul-de-sacs.”
“Trends for 2010: Brain Health, Cell Phone Scrutiny Will Be Big,” Pittsburgh Post-Gazette, Jan. 6, 2010
As we see a bad year to the door, everyone is eager to know what’s next. Recognized as one of the world’s top trendspotters, Marian is flooded with year-end media requests asking what she sees coming. One of the most important trends on her list is an emerging “universal brain health movement” precipitated by concerns about radiation, trauma caused by biking and not driving to work and, most of all, cell-phone use. “We’re heading to the moment where cell phones are the new tobacco,” Marian says in this article.
“Beware the Mobmedia?” Controversy Management, Jan. 4, 2010
The online world is experiencing a rise in the formation of digital mobs as people are losing some of their social inhibitions online, Marian says. Companies, bureaucracies, ad agencies and individuals can end up in the crosshairs of an angry mass of cyber-connected people who feel free to do and say things they wouldn’t say or do in non-digital life. “People and brands will need to watch for flash mobs that pop up over controversial issues,” Marian says, “especially when they happen around an immediate action and involve a well-known voice, be that a celebrity or a political figure.”
“New Year Inspiration from Marian Salzman,” Dora the Explora, Jan. 4, 2010
Dora Smith reflects on her blog about lessons learned from reading about Marian in an in-flight magazine. From thinking about Marian’s macro-level observation about the development of “arm’s-length intimacy,” which is being less familiar but more intimate online, to the pattern of people beginning to “yearn for simpler times and the satisfaction of hand tools,” Dora the Explora finds inspiration in the freshness of the emerging trends.
“Futurist’s Predictions—‘Local Will Be the New Global,’” Calcopyrite Communications, Jan. 4, 2010
New Year’s brings with it the need for stock taking and resolution making. Neither, however, can be adequately accomplished without a sense of what’s in store in the upcoming years. The Calcopyrite Communications blog looks for direction from Marian as an expert who employs an almost scientific approach of forecasting tomorrow’s trends: “Marian Salzman knows all and sees all when it comes to making predictions. She has the cred, as the author of books with titles such as Next Now and Buzz and The Future of Men.”
“Giving Good Face,” Art 2010, Jan. 3, 2010
One of Marian’s most profound trend observations for 2010 is about the way we look at ourselves and others. She says it’s no longer the six-pack abs but the brain that will be the most desirable feature of human anatomy over the next decade. The Art 2010 blog examines this emerging trend in the context of how it was once manifested in the work of genius artist and thinker Leonardo da Vinci.
“Generation 2010: The Future Is Now,” The Handbook, Jan. 2, 2010
The Tweenies, as the early part of the new decade is being called, launched with a bang—and a fizzle. With the economy still in the gutter, technology still charging forward and terrorism rearing its ugly head in the skies on Christmas Day, the kickoff of the Tweenies promises a decade of radical, even bizarre, change. The Handbook watches the trend forecasts of Marian’s as she ponders in a tweet whether we’ll all soon be flying in the buff.
“Stepping Into the Future,” Medical Marketing & Media, January 2010
Euro RSCG is becoming one of the fastest-growing and most innovative agencies in the field, MM&M reports. With double-digit revenue increases for Euro RSCG Life and a new companywide focus on integrating digital strategies, Euro is quickly advancing into the future even as the economy continues to lag. Euro RSCG Worldwide PR President Marian Salzman is one major focal point of the company’s rapid evolution, says MM&M, citing her as “one of the foremost social media/marketing experts in the world.”
“Check Out Marian Salzman’s Top 10 Trends for Pop Culture, Business and Politics!” MarshallWolfe, January 2010
It might seem like a moment from a dystopian future, but with social media becoming ubiquitous, people will increasingly be considered “media property,” Emily Ascani says, mentioning Marian’s major trend predictions for the new year and new decade. This growing importance of media will affect all areas of social life and business, with Marian seeing a hyperpolarization among religious and social groups, the media exploitation of children and the formation of online mobs all coming to a head over the next few years.
*You must register with the online publication to read the linked story.
“Euro RSCG’s Salzman on 2010 Trends: ‘Co-creating the News,”’ PRNewser, Dec. 30, 2009
PRNewser covers Marian’s comments on the transformation of the ad industry in her appearance on CNBC’s “Power Lunch”: “It’s not going to be ‘paid’ anymore, it’s going to be ‘persuade,’” she said. “It’s all about being part of wherever the news is being created, co-creating the news.”
“Fewer Actors, Other Trends You’ll See in 2010,” The Wall Street Journal, Dec. 28, 2009 (and The Wall Street Journal Asia, Dec. 29, 2009)*
Advertising is experiencing the effects of the recession in profound and dynamic ways. With experts predicting that the ad industry will be affected by the downturn well into 2010, retailers and marketing agencies are responding by getting aggressive and creative. Marian talks about how employee-centered marketing campaigns present a new creative front in the industry’s struggle to stay ahead of the slumping economy.
“Seeing the Future: Ten Trends in Advertising,” Copywrite, Ink., Dec. 28, 2009
The mainstream media and the blogosphere are all abuzz with discussion about the biggest, surest trends for the coming year and decade. The Copywrite, Ink. blog gauges how realistic each of the trends is that made it onto The Wall Street Journal’s top ten trend list for 2010 (above). Marian’s prediction that company employees will become a major marketing force for firms is one: “Employees will become the new pitchmen for their companies, with their employers allowing them to talk enthusiastically for their companies online and in mass media advertising.”
“What’s New for the Teenies? 50 Trends for 2010,” The Sunday Times (London), Dec. 27, 2009
From a return to neighborly potlucks to remembering how to relax by escaping the digital buzz seaside or in the country, Marian contributes her predictions to this roundup of the most important trends of the coming year. The trend of returning to tradition extends to improving ourselves through education and regaining an emphasis on what’s important in life, even as reality TV and instant Internet fame spin out of control. “‘Fame will become infamy,’ Salzman warns. Citing recent examples such as Octomom, Balloon Boy and the White House reality-TV couple, she predicts we’re entering an anything-goes universe.”
“Salzman Lists Top Trends for 2010,” Stamford Advocate, Dec. 23, 2009
Many of the top trends for 2010 will be dominated or highly influenced by social media, Marian told the Stamford Advocate. An increasing embrace of new media will affect everything from how we borrow money to how we date, raise our children and understand politics. With all this happening in an environment that is public by definition, there’s a danger of being confronted or embarrassed by our personal mistakes. Says Marian: “This is the new age of the permanent fingerprint. This is not the age for the drunken rant on Facebook.”
“2010 Social Media Influencers—Trend Predictions in 140 Characters,” TrendsSpotting Blog, Dec. 21, 2009
What are the hottest trends for 2010, expressed in 140 characters or less? Marian Salzman rises to TrendsSpotting’s challenge of presenting the biggest social patterns of the upcoming year in one of the shortest text formats in use today. The results pack a lightning-fast punch.
“Storm Threatens Retailers’ Last Holiday Push,” Reuters, Dec. 19, 2009
With the U.S. economy in a vulnerable state, retailers are wondering what effect an epic snowstorm will have on holiday sales and, consequently, the country’s financial well-being. Reuters taps Marian to interpret the connection between the freakish winter conditions and the economy: “Trend spotter Marian Salzman said she saw empty streets and parking lots as she checked stores at midday in Connecticut.… Salzman said she expected sales would be down more than 1 percent. ‘It feels like nobody’s interested or around or engaged.’ “
“Ethnic Media’s Four-Step Model for the News Industry’s Future,” Online Journalism Review, Dec. 18, 2009
Ethnic newspapers have been successful over the years—and throughout the meteoric rise of online journalism and other digital information sources—by focusing on community, says The Online Journalism Review. Mainstream publications can follow that model to great success by understanding what their audience wants to read and focusing on community. Or as Marian tells OJR: “Leverage local. Local is the new global. Local is what matters and resonates.”
“Storm Threatens Super Saturday Retail Hopes,” Reuters, Dec. 18, 2009
American shoppers are noticeably nervous as they go into the holiday shopping season. They’re cutting back not only on the cost of gifts but also on the group of friends and extended family they’re giving to. Marian explains to Reuters that this pattern isn’t just about trimming budgets: “We just may be at this horrible tipping point where things just don’t feel good to us anymore.”
“Social Media Event Brings Together Research from Euro and Tactics from WWE,” PRWeek, Dec. 17, 2009
PRWeek discusses a Euro RSCG Worldwide PR–sponsored breakfast where some of the most influential minds in advertising came together to discuss the changing marketing environment. Marian presented findings of a landmark Euro RSCG Worldwide study that found social media is enhancing social life as it leads to a diminishing of social inhibitions online.
“Tiger, Tiger, Burning Bright,” Economist.com, Dec. 15, 2009
Clearly, Tiger Woods screwed up. But in spite of his personal failure, the world’s most prominent athlete could have taken steps to reclaim the narrative about his mistakes and dampen the effects of the scandal. The website of The Economist talks to Marian about where Tiger Woods and his advisers went wrong and how they could have managed a public incident instead of exacerbating a crisis.
“Meet the Gayjacents,” London Evening Standard, Dec. 14, 2009
No longer shunned, gays have made a collective coming out, and the result is an entirely new trend. The “gayjacent” straight person is surrounded by gay friends and family who provide a refreshing ability to help out with everything from finding a good catsitter to advising on where to meet worthwhile dates. Marian contributes insight from her own experience as “gayjacent” in today’s revamped gay-friendly world.
“Social Networks Boost Online Holiday Sales,” The Washington Times, Dec. 11, 2009
Brick-and-mortar shops aren’t going anywhere anytime soon, but, surprisingly, online retail is. With research showing an 8 percent increase in online buying over last year, the Internet is making gains even as traditional retail is taking losses. Marian explains to The Washington Times how social media is driving this retail renaissance by making communities out of connected consumers.
“Twitter, Facebook Turn Retailer-Friendly,” Hindustan Times, Dec. 11, 2009
This might be the holiday shopping season that future admen look back upon as they ponder how the cutout coupon got replaced by the Twitter stream. As social media plays a greater role in daily life, people are beginning to rely on social media to help them shop. Marian explains how this groundbreaking trend is actually a natural outgrowth of the way people socialize online.
“Top Comms Trends Predicted for 2010,” PRWeek (U.K.), Dec. 7, 2009
Mobs are rising on the Internet. Cougar ladies are becoming a cultural element rather than just an in thing. Trends such as these that Marian predicts to PRWeek (U.K.) for 2010 affect all of us in every aspect of our lives. From shopping to dating to learning to voting, interconnectivity means the blast radius of social change gets larger every day.
“Cyber Monday Sales Spur Early Surge in 2009 Traffic,” Christian Science Monitor, Nov. 30, 2009
Cyber Monday defied not just sales expectations but also most conventional wisdom about how consumers behave in a sour economy and what such climate means for online selling. Marian explains that, given the way people now act and interact online, Cyber Monday’s sizable uptick in online retail sales is another facet of the changing world of social media.
“Black Friday Shoppers Tweet, Friend and Clip,” Reuters, Nov. 29, 2009
Excerpt: Marian Salzman, president of Euro RSCG Worldwide PR, said social media is becoming an integral part of the shopping experience for consumers who want advice from others.… “It’s almost crowd sourcing for opinions,” she said. “We increasingly need affirmation from our peers and our loved ones and the people that create our lifestyle to feel good about where we are buying things.”
“Social Media Shopping,” brand-e, Nov. 24, 2009
The trialogue, Marian explains to brand-e, is the new syntax of online communication. No longer the one-way conversation of traditional advertising, or even two-way chatting between associates, a much richer and more complex mode of talking has emerged as the backbone of social media. Brands talk to consumers; consumers discuss the brands; consumers respond to the brands. It’s a verbal jungle out there—and Marian explains what it all means.
“Americans Redefining Their Lives Online and Offline with Social Media Tools,” RISMedia, Nov. 23, 2009
Is it possible that we lived without Twitter just a few years ago? How can it be that, once, our cell phones couldn’t forward shared content to a group of our Facebook friends? Change occurring in social media is happening faster than any of us realize, Marian explains to RISMedia. Along with the change in the modes of communications is the evolution of the kind of communicator. “Forget the images of sad, antisocial types,” she says. With Ashton Kutcher as the unofficial face of Twitter, social media is about cultural connectivity.
“Social Media Users Really Are More Social,” Adweek, Nov. 20, 2009
Excerpt: “[Social media] stopped being technology when it became social. I think that is the important tipping point,” said Marian Salzman, president of Euro RSCG Worldwide PR, North America. “The moment we cross over to ‘what are groups doing?’ that’s where social media comes in.… It became a way for people to bring their social lives to a better place. As soon as it reverts to technology, nobody wants to discuss the dial tone.”
“Global PR: National Branding—Reputation of a Nation,” PRWeek, Oct. 28, 2009
Excerpt: “In my mind, 2 October was the day the world realized the United States was no longer the dominant power. When Chicago lost its bid for the 2016 Olympics, it was a reality check and a reflection of larger issues. It made me wonder, what will this mean for American bravado? Well, American bravado is one reason for the image problems we have today. Global confidence in our country has been climbing since President Obama took office, but so far we only seem to have elected a new account manager for Brand USA.”
“Making Shabby Chic, Again,” The New York Times, Oct. 14, 2009
Excerpt: Marian Salzman, president of Euro RSCG Worldwide PR, a global marketing agency, described Shabby Chic’s psychographic space as “a safe place, a battening-down of the hatches. It’s also undressed, a bit free-form, the opposite of fit and toned, which is what we were when we were on top of things.”
“The Recession in Advertising,” The Economist, July 30, 2009*
Excerpt: At the annual gathering of the advertising industry in Cannes at the end of June, all the talk was of the accelerating shift away from established forms of advertising, especially the 30-second commercial, towards newfangled social media. The winner of the coveted Titanium prize was Barack Obama’s election campaign, which was a combination of “lousy advertising, but great marketing,” says Marian Salzman.
“PR Ponders Place in Marketing Mix,” PRWeek, July 3, 2009
Excerpt: Salzman told PRWeek that confidence and contacts were the biggest issues relating to the PR industry’s exclusion from the heart of the marketing conversation. “I think the differentiators are confidence and the client list,” she said. “It’s easier to see a big, bold, risky idea top-down, rather than bottom-up. PR agencies have historically been subordinate, and that transformation has to take place.”
“Cannes Lions 2009 International Advertising Festival—PR Arrives at Cannes,” PRWeek, June 10, 2009
Excerpt: “I can’t stay away from Cannes—it’s in my blood, sad as it is. The itch to network, to watch films, debate the work, even the Gutter Bar. I am thrilled PR is finally joining the main stage, as I think of Cannes, and am already worried about what to wear, whether I will be there enough or too many days, and how to leverage my advertising and PR smarts to make the most of it for Porter Novelli. Did I mention I can’t wait for the buzz of the Majestic Terrace as shortlists come out in the daily?”
“Oprah: Tech’s Latest Trendsetter,” BusinessWeek, June 4, 2009
Excerpt: “She represents what the technology can do for you,” says Marian Salzman, chief marketing officer at public-relations firm Porter Novelli.
“Using Twitter to Do Good,” Adweek, May 31, 2009
Excerpt: Twitter “is an awesome way to get the impulsive donor and the repeat small donor,” says Marian Salzman, partner and CMO of Porter Novelli, who was working at JWT when she introduced agency CEO Bob Jeffrey to Bob and Lee Woodruff. “It’s also a terrific tool for education and message reinforcement.”
“The Perils of Celebrity Marketing.” Women’s Wear Daily, May 27, 2009*
Excerpt: Famous images that can be counted on in marketing campaigns are those such as Marilyn Monroe, James Dean, Jimi Hendrix—celebrities who died decades ago but who live on in popular culture, said Marian Salzman, chief marketing officer at Porter Novelli. “There are no surprises,” Salzman said of such associations. “Most celebrities are accidents waiting to happen—the Michael Jackson phenomenon.”
“Kids of ABC News’ Bob Woodruff Urge Teens to Tweet, Facebook, Donate $5.25 for Injured US Troops,” California Chronicle, May 23, 2009
Excerpt: “525 Teens and Tweet to ReMIND showcase the integral role that teens have in reshaping our perception of what a more positive and charitable future looks like,” said Marian Salzman, CMO of global public relations agency Porter Novelli, lead sponsor of Tweet to ReMIND. “Their tweets convey this pragmatic optimism and sense of purpose to the entire world, who can watch and participate via Twitter and TweetToReMIND.org.”
“Branding—That’s the Ticket,” The Philadelphia Daily News, April 8, 2009
Excerpt: “We’re in desperately competitive times,” noted Marian Salzman, a nationally recognized trend spotter who helped popularize the term metrosexual. “Everything is about who am I? What do I have to sell? And who’s going to buy me at the best possible price? A lot of people are going to become free agents. We all need to be thinking of ourselves as the best product you need to be.”
On Cougars, Stella (Sunday Telegraph Magazine), March 15, 2009
Excerpt: According to Marian Salzman, one of the world’s leading trend predictors, it is a natural evolution. “We now have three more generations of youthfulness—our forties, fifties and sixties—in which we’re much more sexual, much more sensual and also much more mobile. People are having romances that aren’t about marriage or procreation but are about short-term pursuits of passion and pleasure.”
On Gwyneth Paltrow, The Chicago Sun-Times, March 12, 2009
Excerpt: “People love to hate people who seem to have it all,” says Marian Salzman, trendspotter and author of Next Now. Especially when “having it all” includes Madonna as a BFF and Steven Spielberg for a godfather. “Where is the imperfection, the unhappiness? How come she always comes out with happiness and good health and wealth and all that? She needs to be more attainable.”
“Marketing Messages Get a Reality Check,” Women’s Wear Daily, Feb. 18, 2009
Excerpt: In a period of uncertainty and prudence, “one message people want to hear is: ‘We know what you’re going through,” said Marian Salzman, chief marketing officer at Porter Novelli. “There is disgust with bling, things that glitter—except with images and messages of romance and enduring values. The notion of what it takes to be part of a community is going to be a lot more modest; not lavish, like a catered dinner party.”
“A Girl World Closes, and Fans Mourn,” The New York Times, Feb. 4, 2009
Excerpt: Marian Salzman, a trend spotter and partner at Porter Novelli, a marketing and public relations company, wondered if, as she put it, “these women may have made Domino [magazine] a part of their life, but they may not have made consumption a part of their life.’” Nevertheless, she said, the Domino reader may not be buying now, “but she is the consumer of the future.” Condé Nast, she suggested, had severed “another link to that emerging market of tomorrow.”
“The Demise of Full Price,” Women’s Wear Daily, Jan. 14, 2009*
Excerpt: The public is “a bit mercenary,” said Marian Salzman, chief marketing officer at Porter Novelli. “We’ve read of retailers’ troubles and want to exploit it. We know they’re stuck with the goods. Price is elastic, and we’ve learned that means down as well as up.”
“Public Relations: Image Is Everything,” Marketing Week, Jan. 9, 2009
Excerpt: Marian Salzman, chief marketing officer at PR company Porter Novelli Worldwide, says: “We need to get used to news and communications being in ‘real time.’” The former JWT “trendspotter” moved from the world of adland to PR earlier this year, citing, as a reason, a shift in the way consumers are accessing brands. “Public relations is at the centre of the news-making function, among other things, giving PR people a great opportunity. And in the values area, another major preoccupation for business in 2009—PR agencies are the major driving forces behind corporate social responsibility agendas.”
On trends for 2009, The Contra Costa Times, Jan. 4, 2009
Excerpt: “Deep is the new superficial,” said Marian Salzman, the cultural sage who popularized the term “metrosexual” a few years back and who came up with some of the prognostications [here] for 2009. “Caring about your Manolos and your $250 haircut are gone, maybe forever.”
“2009: The Year of the Total Reboot, Experts Say,” The Daily Herald (suburban Chicago), Jan. 1, 2009
Excerpt: “2009 is going to be the year we totally reboot. The system is totally down. It’s like the Kennedys as we know them, we’re going to reboot with Caroline. The presidency as we know it, we’re going to reboot with Obama. And the American city as we know it is over and we’re going to reboot with Chicago.”
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