'peeps creative

CAPABILITIES

The marketing wheel just got a new spoke, but only time will tell how that spoke supports the hub.

Our client won't shut up. They are giving away all of their intellectual capital on a daily basis through video blogging, tweeting and yammering away to any web news source that will write a couple words about them. It's completely against everything you learn in business school and it's going to tip their company. To be sure, we started out on the side of caution, but it didn't take too long for us to see the Airwalk phenomenon in action.

TREND TRANSLATION: Geolocation will catch on by this time next year with early adopters. At that point it will be a fertile ground for marketers to early-adopt geolocation strategies in their marketing plans - mobile or otherwise.

In 2010, the macro-trend will be a ‘sense of urgency’. For the first time, there’s a global understanding, if not a feeling of urgency that sustainability, design and citizenship in every possible meaning of these words, is the only path toward long-term viability.

Show us one experienced, switched-on consumer in a mature consumer society who does NOT google once a day. Or even once an hour. One consumer who has NOT researched the cheapest available fare, price, charge before buying a big ticket item. Who has NOT invested some time reading reviews, recommendations and suggestions from experts and fellow consumers on anything from hotels in Paris and designer vacuum cleaners to which specific seat to request on flight SQ220 from Sydney to Singapore.

To stand out and be different at any and all costs - that's the message for 2010. Designers have become far more sensitive to historical design movements and styles than they've been before. They're going to be revisiting those roots more in 2010 - while they mix in a little bit of everything that has gone between. All in all the energing identities, logos and design in general will be more informed by generations of designers past.

On one hand, positioning couldn’t be a simpler concept: a brand’s position is directly tied to its ultimate success or failure. If you’re poorly positioned, you’ve taken the first steps toward failure. If you’re positioned well, you’ve at least got firm footing. The rest is up to you (and maybe us if the stars align just so).

Sterling Cooper knows bars, that's for sure. But the ones that Roger Sterling is most familiar with are not as productive as the ones that Don Draper has mastered. (Read this article in it's entirety and then check out Don Draper pitching to Eastman Kodak)