Wake Up: A Strategic Intel Report on Convergence

wake upQUARTERLY

A STRATEGIC INTELLIGENCE REPORTThe Issue // Convergence

WINTER 2014

Letter from the editor ............................................................................................... ..3

Work + Play Play: The Adoptive Mother of Invention ......................................................................................... ..5

Past + Present Experiencing History in HD .............................................................................................................. ..9Art Rede!nes Out-With-the-Old, In-With-the-New ..........................................................................11

Light Side of Convergence + Dark Side of Convergence Jedi or Sith: The Light and Dark Sides of Convergence ...............................................................13This + That = Nope ..........................................................................................................................19

CONTENTS

1

Brands + Personality The Freaky Friday Syndrome ..........................................................................................................21

Romance + Innovation Of"ine and Offbeat: The New Breed of Dating Apps ....................................................................25Select Apps and What They Do .....................................................................................................28

Luxury + Mass Access Trumps Ownership .............................................................................................................29

Food + Science The Cultivation of Curious Consumption ......................................................................................31

Gaming + Social Media Brands Will Like Xbox One’s Social Features ..................................................................................35

Sports + Data Performance-Enhancing Data: Democratizing Moneyball .........................................................37The Datasexual ...............................................................................................................................40

ContributorsForecasts ..........................................................................................................................................41

Friends of Omelet Forecasts... .......................................................................................................................................47

The Crew.......................................................................................................................................50

Photo Credits................................................................................................................................ 51

Endnotes....................................................................................................................................... 52

2

Winter 2014

LETTER FROM THE EDITOR

3

The most profound revolutions are not the ones trumpeted by pundits, but those that sneak in when we are not looking. - Mark Weiser, 1993

Astute words to introduce our convergence issue, from the former chief

technologist at Xerox PARC. This is the guy who pioneered ubiquitous

computing – the concept of being connected anywhere, anytime, on

any device – twenty years before “Glassholes” stumbled around public

(or at least the Bay Area) in computerized headgear. This is the guy who

forecasted a post-screen future, driven by smart technology and our

ambient, data-driven economy. What was his crystal ball? Reading the

subtext, not the over-hyped headlines.

As we collectively hit refresh on another year, there’s a natural inclination

to look backwards, through Google-colored glasses, and summarize the

SUHYLRXV�WZHOYH�PRQWKV�LQ�VZHHSLQJ�JHQHUDOL]DWLRQV��7KH�<HDU�RI�WKH�6HOÀH��SRS�FXOWXUH�UHIHUHQFHV��WZHUNLQJ��FURQXWV��DQG�LQDQH�VLPSOLÀFDWLRQV��XVXDOO\�preceded by hashtags (#enoughalready).

:KLOH�UHÁHFWLRQ�LV�KHDOWK\��DQG�,�GRQ·W�PHDQ�WR�WULYLDOL]H�WKH�VRFLDO��FXOWXUDO��and geopolitical milestones of the last year, the past is behind us. And by the

time you read this, the present is too. What we’re left with is what lies

ahead – what’s next.

So now is as good a time as any to take a peek around the corner. And like

Mark Weiser, the brain trust at Omelet looks for tomorrow’s breakthroughs

in today’s undercurrents - what strategy wonks would call microtrends. We

look for patterns that shape the course of where we’re headed; for narrative

threads that tie together ideas, and connect individuals with communities.

What does this have to do with the theme of convergence? Everything. As

an agency that sits at the intersection of marketing, media, entertainment,

and technology, we obsess over convergence points; these hotspots

produce some of the most valuable brand insights and audience

intelligence. And today, our worlds are converging at an unprecedented

pace: work and pleasure, public and private, real and imagined.

Collisions are, by their very nature, messy (see: George Costanza’s “Worlds

&ROOLGHµ�7KHRU\��6HLQIHOG�(SLVRGH��7KH\�UHVXOW�LQ�FRQÁLFW��WHQVLRQ��and contradiction. But that’s the richest vein for innovation. Because

breakthroughs don't happen without breaking something.

,Q�WKHVH�SDJHV��\RX·OO�ÀQG�H[DPSOHV�RI�PDVK�XSV�WKDW�DUH�DFWLYDWLQJ�EHKDYLRUDO�DQG�DWWLWXGLQDO�FKDQJH��:KDW�\RX�ZRQ·W�ÀQG�DUH�JUDQG�proclamations or speculation about what the year holds. Will legalized

PDULMXDQD�VWHDO�ZDOOHW�VKDUH�IURP�DOFRKROLF�EHYHUDJHV"�:LOO�$SSOH�ÀQDOO\�crack that TV that Jobs promised, or at the very least break into a new

product category with wearables? We’ll leave the guesswork to the pundits,

and concentrate instead on the canaries in the coalmine.

Converge on.

SEAN MCNAMARAchief strategy of!cer

[email protected]

LETTER FROM THE EDITOR

4

A couple of weeks ago I was at my mother’s

home in Florida, sipping coffee at the kitchen

table while waiting for a Thanksgiving pie to

ÀQLVK�EDNLQJ��2K��DQG�,�DOVR�KDSSHQHG�WR�EH�RQ�a conference call with my creative team in L.A.

and clients in New York.

Working in account management means I’m

nearly always on, and yes, that includes the

occasional working vacation. My folks might

argue that I’m doing it wrong; that I should be

creating more of a balance between my work-life

and my life-life. But I see it differently. In a world

where the lines between work and play are blurry

at best, developing a sense of balance between

the two is no longer the goal – integration is.

Maneesh Goyal, founder of Live in the Grey,

argues that “balance is, by its very nature,

SUHFDULRXV��LW·V�YHU\�GLIÀFXOW�WR�DFKLHYH��7KH�YHU\�concept just conjures up images of trying to

balance a see-saw.”1 So is the very idea of

ZRUN�OLIH�EDODQFH�EDVHG�RQ�ÁDZHG�ORJLF"�,V�SXQFKLQJ�WKH�FORFN�RQ�D�À[HG�VFKHGXOH��FKHFNLQJ�in and out of work with clear boundaries, a

vestige of a bygone era that existed before we

learned to apply the ‘knowledge work’ that

drives today’s progress?2

Truth is, many of us aren’t in the business of

producing tangible things anymore. Instead, we

produce ideas. As idea-makers, we’re probably

working more than 40 hours a week, and those

PLAY: THE ADOPTIVE MOTHER OF INVENTIONAnna Nesser

++

5

KRXUV�GRQ·W�ÀW�QHDWO\�LQWR�WKH�WUDGLWLRQDO�QLQH�WR�ÀYH�IUDPHZRUN�3 We’re constantly

connected, not just by our devices, but also by

our incessantly churning, always-buzzing minds.

They don’t exactly have an off switch. And that’s

a good thing - ideation requires lateral thinking,

and unlike task-oriented work, ideas can, and

should, be born anywhere, anytime.

For me and my peers, this always-on approach

to work isn’t a cross to bear, but rather a way

of working smarter and gaming the system in

the emerging knowledge economy. It goes

back to that much-hyped Millennial FOMO, or

Fear of Missing Out, which it turns out isn’t just a

social phobia. In fact, it’s just as relevant to our

professional lives.

“A fun dinner for me is with the friends who I

would gladly co-found a something-or-other with

and brainstorm business ideas. That, to me, is a

wonderful blend of business and personal life.”5

Millennial young gunners want to catapult over

the corporate ladder of yesterday, and they

don’t want to miss out on any opportunity that

could expedite their rise to the top. “There are

those managers who live for their job; they do

not want to miss any aspect of their project

because they were assigned or better yet,

created the assignment. They treat their project

as though it were their child: they want to be the

only one who provides nurturing

and is solely responsible for its

development.”6

The advent of knowledge work

has implications that reach far

beyond Millennials. In the last

few years, there’s been a sea of

change in conference culture,

as events like TED have given rise

to a new-school approach that’s

more liberal arts than it is vocational. Rather than

gathering like-minded professionals to discuss

WKHLU�RZQ�QDUURZ�ÀHOG�LQ�D�YDFXXP��7('�HYHQWV�are designed around convergence, bringing

together people across disciplines to spark new

ways of thinking. It’s a new age of cross-functional

collaboration.

And other groups have taken notice. The

most notable of these neo-networking events

is probably the Summit Series, where the lines

between work and play are barely noticeable.

Staged in a vacation destination, like a ski resort

or yacht, Summit is where “a friend is more

Inspiration can and should come from anywhere.

How an idea is sparked is very much a mystery…

I like to open myself up to lots of different

experiences so that I can be receptive when

lightning strikes.4

- Michael Gross

WORK + PLAYPLAY: THE ADOPTIVE MOTHER OF INVENTION

59% of Americans regularly do some work on vacation.9

>>>

6

valuable than a colleague, both professionally

and personally. The eclectic mix of activities and

talks…encourage participants to discuss ideas,

not interests.”7

Another example of this new model of

frankencation is CAMP, where play inspires

ideas. Think adult summer camp in Big Bear,

where, in addition to mastering the ropes course

DQG�VLQJLQJ�VRQJV�DURXQG�WKH�FDPSÀUH��\RX·UH�partaking in a “curated experience programmed

to inspire, increase innovation, encourage

collaboration and community, and grow

success.”8

Companies of all shapes and sizes are becoming

more attuned to the idea that infusing play into

the workplace can not only improve attrition and

retention of high-potential talent, but also trigger

cultural transformation. However, it’s important to

note that the context of ‘play’ is evolving. It’s no

longer exclusive to the creative class’ playthings:

Ping-Pong, pets, Pac-Man, and PBR. Nor is it

applied to the traditional forced-fun rituals of

group happy hours and team-building outings.

Drawing on my own experience, ‘play’

encompasses everything that I’m passionate

about: people, learning, design, and food. So I

chose to work at a company with aligned values;

one that lets me proactively apply my interests to

my working environment. And I’m not alone.

When searching for a job, my peers are more

OLNHO\�WR�FKRRVH�RQH�WKDW�ÀWV�WKHLU�OLIHVW\OH�RYHU�ÀQDQFLDO�VSRLOV��,Q�IDFW��D�UHFHQW�0LOOHQQLDO�branding report found that 45% of Millennials

FKRRVH�ZRUNSODFH�ÁH[LELOLW\�RYHU�SD\�10 In the age

of knowledge work, the relationship between

WLPH�DQG�PRQH\�LV�EHLQJ�UHGHÀQHG��DV�JUHDWHU�enterprise value is placed on production over

presence, on results over time spent tethered to a

desk.11

So don’t be alarmed if we’re reading the latest

Mashable list or scrolling through Instagram when

you walk by our desks. Chances are we’ll be

responding to emails later that night at the Jay-Z

concert. And who knows, we might meet our next

client at a friend’s dinner party.


Work-life integration does not mean giving up your

OLIH��LW�PHDQV�ÀQGLQJ�ZD\V�WR�EULQJ�SHUVRQDO�SDVVLRQV�into your profession. That’s where the magic happens.

As a generation, we’re emotionally tied to our

work. Whether or not we admit it, our jobs play an

LQFUHDVLQJO\�LPSRUWDQW�UROH�LQ�GHÀQLQJ�ZKR�ZH�UHDOO\�are, and as we collectively leave a greater imprimatur

on the modern workplace, we should embrace the

convergence between these two worlds.

7


Research at California State University Long Beach showed that people

who have fun at work are more creative, more productive, work better

with others, and call in sick less often.12

8

Faulkner once wrote, “The past is not dead.

In fact, it's not even past.”13

More than half a

century later, this statement aptly describes the

current state of network programming.

Entertainment is a reliable barometer for social

attitudes and beliefs, and in recent years we’ve

seen a recurrent trend in historic themes coming

to life on the small screen. This development isn’t

exclusive to the television business – creators and

curators across media are looking to the past to

KHOS�GHÀQH�WKH�SUHVHQW��WKH\·UH�UHYLVLWLQJ�DUFKLYHV�and deconstructing historic stories, searching for

inspiration to produce new content by remixing

or reimagining old ideas in relevant and relatable

formats.

:KDW·V�LQÁXHQFLQJ�WKLV�ORRN�LQ�WKH�UHDU�YLHZ�mirror? In a business that’s evolving towards an

“on-demand” model, in which a greater quantity

RI�ORZHU�FRVW�FRQWHQW�ZLOO�ÁRZ�WKURXJK�WKH�SLSHV��it’s a safe bet that the recent inundation of

historical programming isn’t coming from the

supply side - as the genre is neither cheap nor

easy to produce - but rather from the studios,

networks, writers, directors, and producers, who

are responding to audience demand, and in turn,

ratings.

So what does that say about the audience? The

obvious implication is that we’re nostalgic for

simpler and safer times, but it’s not that simple;

subjects like Vikings, pirates, Rasputin, and the

PAST PRESENT

EXPERIENCING HISTORY IN HDCristina Pedroza

+

9

American Revolution don’t exactly give off the

warm-and-fuzzies. Nor is it as simple as an escape

from our current always-on, tethered-to-tech

lifestyle – although the popularity of stories about

post-apocalyptical survival from robots, aliens, or

zombies could anecdotally point in that direction.

We posit that the growing popularity of this

genre points to the audience’s desire to connect

with a shared history; to feel like a participant

in a journey that past generations experienced

ÀUVWKDQG��8QOLNH�WKH�LPDJLQDU\�QDWXUH�RI�DOLHQV��vampires, dragons, and ghosts, along with

those evil robots and zombies, these stories are

grounded in tangible, historical context. But

they’re not too real, unlike the exploitive nature

of most non-scripted programming, from the

shameless manipulation of children in Toddlers

in Tiaras or Little Miss Perfect to the dystopian

indifference towards the human condition in

Bridalplasty or Married by America.

$W�ÀUVW�EOXVK��WKH�JOXW�RI�KLVWRULFDO�VHULHV�RQ�DLU�DQG�in the development pipeline doesn’t appear to

be newsworthy; premium cable channels like

HBO, Showtime, and Starz have been playing the

period adaptation game for years, and the major

networks were there more than a quarter of a

century ago with pop hits M*A*S*H and Happy

Days. However, since AMC’s runaway critical and

cultural success with Mad Men, there’s clearly

been a renewed interest in the genre. Don Draper

and his band of merry reprobates proved that

basic cable could not only capture and sustain

the attention of a loyal audience, but also get

them compulsively talking about it, spreading the

gospel one week at a time. And other imitators

have followed suit, including Playboy Club,

Pan-Am, and Masters of Sex, although they have

failed to galvanize the voices of the young and

LQÁXHQWLDO�

PAST + PRESENTEXPERIENCING HISTORY IN HD

“Mad Men was sort of the tipping

point that showed that there was

an audience in basic cable for

period drama.”

- Alan Gasmer, Executive Producer of Vikings.14

>>>

10

In 2014, AMC will look to reprise its winning period

formula with two new drama series: Halt, and

Catch Fire and Turn. The former is a dramatization

of the early1980s personal computing boom,

while the latter will tell the story of a group of

childhood friends and spies who had an active

UROH�LQ�$PHULFDV�ÀJKW�IRU�LQGHSHQGHQFH�15

81% of the Starz original programming for

2013-2014 is period content.

Other players are not far behind. On the heels

RI�+DWÀHOGV��0F&R\V��7KH�+LVWRU\�&KDQQHO�LQWURGXFHG�WKH�KLW�VKRZ�9LNLQJV��WKH�FKDQQHO·V�ÀUVW�scripted series,

16 which was recently picked up for

a second season. And at the end of last year, the

channel also premiered the feature-length movie

%RQQLH��&O\GH��VWDUULQJ�(PLOH�+LUVFK��+ROOLGD\�Grainger, William Hurt, and Holly Hunter, and is

currently in pre-production on a mini-series about

Houdini.17

PAST + PRESENT

Vintage Video Games + Modern Canvas22

Tired of wandering around art galleries, staring at tired,

static canvases with the other automatons? Sit down,

grab a controller, and play your art instead.

The Museum Visit + 3D Digital Tour24 Mona Lisa’s smile can be seen in 3D,

thanks to the Louvre and Nintendo’s

idea to reinvent the Museum Tour.

Sculpture’s Classics23 + 3D Printing,W�WRRN�5RGLQ��\HDUV�WR�ÀQLVK�7KH�Thinker; it should take you a little less

with the help of a 3D printer.

Historic shots now enjoy La Vie en Colour25

You no longer have to wonder how your great grand

pappy’s life looked in Technicolor.

ART REDEFINES OUT-WITH-THE-OLD, IN-WITH-THE-NEW

EXPERIENCING HISTORY IN HD

11

The CW, a proving ground for the tastes of young,

largely female audiences, has also jumped on the

period bandwagon with Reign, a loose portrayal

of Mary Queen of Scots’ tenure in

sixteenth-century French court. While critics19

have lambasted the show as more of a Gossip

Girl meets The Tudors mash-up than a true

rendition of the depth and complexity of the

young queen’s plights, it has put on no airs of

being historically accurate and has embraced its

pop sensibilities. And that approach has clearly

paid off, as the series has managed to grab the

attention of Millennial viewers, the holy grail of

network audience segments, by incorporating

contemporary elements20

of music and fashion

design in a period drama.

With so many inspired-by-history stories headed

for the small screen this year, we have to question

whether this trend will hold strong in the long run,

or whether the industry will squeeze every ounce

of creative and commercial juice from it before

discarding the husk and moving on to whatever’s

next.

We’re betting that after this next wave the tide

will turn, but soon it’ll be back. These audience

trends tend to be cyclical, and the enduring

principle behind connecting with others through

shared history will stand the test of time. After all,

“the pursuit for new ideas, sights, taste, sounds,

and experiences”21

is an innate part of human

nature.

In today’s wired world, in which instant innovation

and crowd-sourced solutions are the new norm,

the analog struggles and solitary hardships of past

generations are as alien as extraterrestrials. For

audiences, and in particular younger viewers, the

growing interest in these journeys into the past

indicates that re-discovering the old may be just

what people need to inspire something new.

Implications for MarketersDon’t be afraid to look back and revisit the past.

There’s untapped equity in your brand’s origins,

and your audience’s roots. Even if people have

heard the story before, a fresh narrative around

an old tale can bring together the present and

past in an unexpected light.

Let people discover your untold secrets. Tease

them. Entice them. Give them the opportunity

to claim your brand as their own by discovering

missing links in your chronicle. Audiences are

hungry for the unseen and the unheard, and

this pursuit for hidden treasures may be just what

many brands need to reignite their relationship

with older audiences and connect with new

ones.

PAST + PRESENTEXPERIENCING HISTORY IN HD

'XULQJ�LWV�ÀUVW�VHDVRQ��9LNLQJV�EHFDPH�WKH�#1 new cable series of the year,

averaging 4.3 million total viewers.18

12

DARKLIGHT SIDE OF CONVERGENCE SIDE OF CONVERGENCE +

13

$VN�ÀYH�SHRSOH�ZKDW�FRQYHUJHQFH�PHDQV�DQG�FKDQFHV�DUH�\RX·OO�JHW�ÀYH�GLIIHUHQW�DQVZHUV��:KLOH�VRPH�GHÀQH�LW�DV�WKH�RFFXUUHQFH�RI�WZR�or more things coming together, readers of

Henry Jenkins’ seminal book, “Convergence

Culture: Where Old and New Media Collide”

generally connect the term to media.26

One

thing most people can probably agree on is

WKDW�FRQYHUJHQFH�LV�ÀUVW�DQG�IRUHPRVW�D�SURGXFW�of technological advancement. After all,

technology – whether it’s the printing press, the

steam engine, or a 16 GB smartphone – facilitates

the coming together of people and ideas. But

technology can never be separated from culture;

there is an ongoing feedback loop, as one shifts,

the other transforms in kind.

Director Spike Jonze explored this symbiosis in his

ODWHVW�IHDWXUH�ÀOP�+HU��UHOHDVHG�WKHDWULFDOO\�RQ�December 18, 2013. In the not-too-distant future,

a personalized greeting card writer played by

Joaquin Phoenix falls in love with his computer, an

RSHUDWLQJ�V\VWHP�ZLWK�DUWLÀFLDO�LQWHOOLJHQFH��7KH�conceit is high concept and outrageous enough

to have easily become a broad comedy (one

can picture studio execs suggesting Jim Carrey

for the lead), but the movie is actually a sensitive,

fragile, and touching love story – with insightful

commentary on how humans and technology

might someday converge.

As anyone who’s made threats towards Siri can

attest, Jonze is asking a lot of the viewer with

this premise. But in the context of Moore’s Law,

named for Intel co-founder Gordon Moore,

who boldly predicted in 1965 that computing

power would double every two years, it’s not so

outlandish. Most people assumed Moore’s Law

would be a short-lived phenomenon, but nearly

50 years later it’s still proving true.

Technology’s exponential growth rate means we

are now accomplishing in one year what once

took centuries. Scientists recently calculated

WKHUH�DUH��H[DE\WHV�RI�GDWD�ÁRDWLQJ�DURXQG�the world; that’s 315 times the number of

grains of sand on Earth.27

All this data will soon

be universally available (Google’s Executive

Chairman forecasts the entire world will be

RQOLQH�LQ��DQG�LW�ZLOO�ÁRZ�DFURVV�D�YDULHW\�RI�platforms, services, and devices.

28

In this increasingly converged world, with “dumb”

objects getting “smart,” and the blurring of

boundaries between work and play, advertising

DQG�HQWHUWDLQPHQW��IDFW�DQG�ÀFWLRQ��HYHU\WKLQJ�is changing: business, culture, marketing, media,

and even human relationships. Some argue

this accelerated change is for the better, while

others believe that it’s ushering in the downfall of

civilization. Let’s explore both sides.

LIGHT SIDE OF CONVERGENCE + THE DARK SIDE OF CONVERGENCEJEDI OR SITH? THE LIGHT AND DARK SIDES OF CONVERGENCE

JEDI OR SITH? THE LIGHT AND DARK SIDES OF CONVERGENCEWhitney Anderson

14

LIGHT

SID

E

Simply put, anyone can learn anything from

just about anywhere. History shows many

examples where exclusive knowledge was used

as a tool of control. From religious organizations

guarding knowledge from “the profane,” to

ODUJH�RUJDQL]DWLRQV�XVLQJ�WKHLU�VL]H�DQG�ÀQDQFLDO�resources to monopolize airtime - information

and its distillation, has historically been limited to

the wealthy and elite classes. But technology is

OHYHOLQJ�WKH�SOD\LQJ�ÀHOG��)URP�&RGHDFDGHP\�to Khan Academy to YouTube to Tutor.com,

there’s no shortage of online sites providing

courses and tutorials on nearly every subject

or trade imaginable without traditional tuition

price tags. And patients, once at the mercy of

their doctors and care providers, are becoming

more informed about their own health and

well-being, and empowered to make decisions

based on more accessible data. One example:

the Qualcomm Tricorder XPRIZE Challenge. It’s a

global competition designed to inspire scientists

to create a handheld health diagnostic tool

people can use in their own homes to better

manage their personal conditions.

Democratization

LIGHT SIDE OF CONVERGENCE + THE DARK SIDE OF CONVERGENCE

15

LIGHT SIDE OF CONVERGENCE + THE DARK SIDE OF CONVERGENCELIGHT SIDE

All of us are smarter than any of us. Sure, we were

crowdsourcing long before Wikipedia in our own

analog ways, but online communities opened

XS�ÁRRGJDWHV�RI�LQIRUPDWLRQ�DQG�LQ�WXUQ�PDGH�our day-to-day lives decidedly better. Amazon

customer reviews, TripAdvisor user comments,

DQG�5HGGLW�DUH�LQÁXHQFLQJ�ZKDW�ZH�EX\��ZKHUH�we travel, and what we read. But there’s more

to collective intelligence than avoiding a bad

restaurant via Yelp; it’s being used to solve some

of the world’s most pressing problems. Take for

example Foldit, a game created by scientists. For

��\HDUV�UHVHDUFKHUV�KDG�EHHQ�WU\LQJ�WR�ÀJXUH�out the particular structure of a virus in monkeys

that caused AIDS.30

What the scientists couldn’t

accomplish on their own, in a decade and a half,

no less, was solved within three weeks by random

participants playing the Foldit game. And what’s

most inspiring about this story is that many

participants had no science background at all.

Where you once needed access to a stage or

media platform to make your voice heard, now

you simply need an internet connection. Artists

FDQ�VHOO�WKHLU�ZRUN�GLUHFWO\�WR�EX\HUV��ÀOPPDNHUV�can get funding outside the studio system, and

HQWUHSUHQHXUV�FDQ�JHW�PLFURÀQDQFH�ORDQV��Beyond individual success stories, technology

is enabling people to unite their voices and

change entire cultures. Sexual assault is a huge

issue for women in Egypt, one that often gets

overlooked, ignored, and accepted as part of

Egypt’s culture. In response, a group developed

HarassMap in 2010, an initiative that works to end

the social acceptability of sexual harassment.29

HarassMap allows women or witnesses to report

sexual harassment via its website,

harassmap.org, as well as email, text, or Twitter,

and to track where assaults are taking place.

Not only has this technology given a voice to

those that would otherwise hesitate to speak up,

LW·V�KHOSLQJ�UHGHÀQH�VRFLDO�DQG�FXOWXUDO�QRUPV�in Egypt so that the harassment of women is

becoming less tolerated.

Empowerment

Collective Intelligence

16

Peak DistractionAre smarter gadgets actually making us

dumber? A recent study found that people

who are interrupted by technology score 20

percent lower on a standard cognition test.31

Another study proved that a large percentage

of students couldn’t concentrate on homework

for more than two minutes without distracting

themselves with social media or writing an email.32

With smartphones reaching near ubiquity, the

consequences of digital multitasking are coming

to a head. Just as 41 states outlawed texting

while driving, there are rumblings of “texting

while walking” bans in reaction to pedestrian

fatalities. In Japan, more than a dozen people

fall off of railway platforms while looking at their

phones each year.33

People are not only putting

themselves at risk, but technology is causing

some people to exhibit symptoms of narcissistic

personality disorder, obsessive-compulsive

disorder, addiction and depression.

DisplacementRobots are taking our jobs. While it’s easy to

UHVSRQG�ZLWK�D�ÁLSSDQW�´:KHQ�RQH�GRRU�FORVHV��another door opens,” the truth is 45 percent of

American jobs are at high risk of being replaced

by computers within the next two decades.34

“The pace and scale of this encroachment into

human skills is relatively recent and has profound

economic implications,” according to two MIT

economists in their recently published book

“Race Against the Machine.”35

And it’s not just

blue-collar factory jobs that will disappear. A

recent McKinsey report suggests we’ll be seeing

the “automation of knowledge work,” software

essentially doing things that used to require a

college degree.36

Paul Krugman of The New York

Times argues that in order to maintain a middle

class society, we may need to create additional

social safety nets for those losing their jobs via

WD[HV�RQ�FRUSRUDWH�SURÀWV�37

Connected Loneliness

“Connected, But Alone?” is the title of Sherry

Turkle’s famous TED talk, and she points out that

we’ve gradually become accustomed to being

“alone together.” We’re sitting next to our family,

our co-workers, our friends, but we’re interacting

with someone else on our devices. In the United

States, two studies showed that 40 percent

RI�SHRSOH�VD\�WKH\·UH�ORQHO\��D�ÀJXUH�WKDW�KDV�doubled in 30 years.

38 It is the great irony of our

age that we have never been better connected

while simultaneously feeling more alone. Turkle

believes our fear of intimacy causes us to rely on

technology when we should have a face-to-face

conversation. Meanwhile, comedian Louis C.K.

blames technology for preventing children from

learning empathy. In an interview with Conan

2·%ULHQ�WKDW�JDUQHUHG�PRUH�WKDQ�ÀYH�PLOOLRQ�YouTube views, C.K explained, “I think these

[cellphones] are toxic, especially for kids…you

need to build an ability to just be yourself and not

be doing anything. That’s what these phones are

taking away.”39

LIGHT SIDE OF CONVERGENCE + THE DARK SIDE OF CONVERGENCE

DARK SIDE

17

LIGHT SIDE OF CONVERGENCE + THE DARK SIDE OF CONVERGENCEDARK SIDE

>>>

18

THIS + THAT = NOPEAdam Szajgin

LIGHT SIDE OF CONVERGENCE + THE DARK SIDE OF CONVERGENCE DARK SIDE

What can we learn from all this as marketers?For every advancement in technology that

creates opportunity, there is an equal and

opposite dynamic that creates a whole new set

of problems.

From the light side of convergence, we learn that

sometimes the best way to gain power is to give

it away. Let consumers be in control. Use them

to crowdsource ideas, and take advantage

of the mass of intelligence outside your own

organization. Ultimately, the more control you

relinquish the stronger the connection you can

build with your brand’s tribe. It’s a paradox, but

also a real opportunity.

From the dark side of convergence, we recognize

that humans are emotional creatures. At their

core, they want to be heard and to connect in

meaningful ways. By speaking to – or rather with –

them as humans, by providing them opportunities

to slow down (rather than adding to the

cacophony), and by helping them connect with

RWKHUV�LQ�WKH�´RIÁLQHµ�ZRUOG��\RX·OO�KHOS�VDWLVI\�WKH�core of who they are. And that leads to loyalty.

As for the future of convergence, and whether

the dark or light side wins out, countless movies

KDYH�SUHGLFWHG�WKH�ULVH�RI�DUWLÀFLDO�LQWHOOLJHQFH�LQ�machines, and most posit a world of us against

them. Emotional humans versus rational (and

lethal) robots. What Spike Jonze portrays in Her

is much more optimistic. Instead of looking

at technology as something that isolates us,

he imagines a world where it exists as a tool

for teaching us the importance of human

relationships, and how to openly share our lives

with other people. Though to learn this lesson we

PD\�QHHG�WR�IDOO�LQ�ORYH�ZLWK�RXU�FRPSXWHUV�ÀUVW�

It’s a fact of life that bringing two different

elements together is always interesting. One plus

one (1 + 1)? equals “hmmm, let’s see how this

goes...” But like a smoothie made with Nyquil

and a blended up ham sandwich, just because

it’s an interesting combination, doesn’t mean it’s a

good idea.

My point is simple: just because mash-ups are

trendy right now doesn’t mean you can just throw

stuff together all willy nilly and expect it to work

out for your brand. Think of it like a marriage,

or the high-calorie snack that will keep you

company while you sit home alone on a Friday

night – choosing the right partner is everything.

The right partner brings out the best in your

EUDQG��DPSOLÀHV�\RXU�UHDFK��DQG�PDNHV�SHRSOH�think and feel differently about you. The wrong

partner either makes you look like a desperate

jerk trying to capitalize on a trend, or draft off

somebody cooler, funnier, and better than you.

Or, it lowers your value, cheapens your image,

makes your life miserable, and makes everyone

wonder what the hell you were thinking.

19

LIGHT SIDE OF CONVERGENCE + THE DARK SIDE OF CONVERGENCETHIS + THAT = NOPE

1 2

3 4

Execute Flawlessly: Just because

\RX�ÀQG�WKH�ULJKW�SDUWQHU��GRHVQ·W�mean you can’t botch this. Even the

greatest convergence in the history

of mankind, peanut butter and

jelly, takes a nosedive off the shit-

cliff when you use too much of one

ingredient or the other. Or if you put

it on that square piece of cardboard

called 9-grain bread. It tastes like

birdfeed and should be outlawed

immediately.

However, if you pay attention to

the details and draw out the right

elements from each ingredient,

you can make even the craziest

convergence successful.

Don’t Force: This a good rule for life.

Don’t force it. People can tell. They

can feel it and it feels icky. Everyone

will have a bad time, especially you.

Your best bet is to converge with

brands, trends, and ideas that truly

interest and inspire you.

Enjoy It: Run your idea through the

ÀOWHU�RI�´ZLOO�SHRSOH�OLNH�WKLV"µ�QRW�“will this sell more product?” If it feels

like a nightmare, it probably is. That’s

because convergence is the ultimate

brand exercise. The power doesn’t

come from what it sells. The power

comes from what it says. This is an

opportunity to express and enhance

the perception of your identity in

a way you could never do on your

own.

When in doubt remember, this should

be like sex - it should be great. If it

LVQ·W��WKHQ�\RX�QHHG�WR�ÀQG�D�QHZ�partner or just stick to playing with

yourself.

Choose Wisely: As you bring elements

together, you want to make

harmony – not just noise. Your

relationship should bring out the best

in who you are and make you shine.

But just as important, is to converge

with something or someone that will

be enhanced by the addition of your

identity and your values.

:KLOH�\RX·UH�DW�LW��ÀQG�VRPHWKLQJ�that’s far enough away from who

you are to be interesting, but close

enough to make sense. The leap

should be exciting but we want

everyone to make it to the other side.

20

A funny thing happened on the way to the

new-media forum. People started behaving more

like brands, and brands more like people. In this

almost perverse role reversal, we see individuals

carefully managing their “brand” positioning and

personality, while companies think - and act - more

like real people, warts and all.

When you take a step back and look at the

recent evolution of media and marketing, this

transference actually makes sense. Not only are

the channels where people and brands interact

with one another converging, but so too is the style

LQ�ZKLFK�WKH\�GR�VR��$QG��IRU�WKH�ÀUVW�WLPH��DW�OHDVW�in our lives, John Q. Public has access to the same

marketing tools as multinational corporations. Not

so much in traditional or terrestrial media, but

certainly in the social sphere: Facebook, Twitter,

Instagram, YouTube, Snapchat, Google+, Vine,

Pinterest, LinkedIn, Tumblr, and even MySpace

(yes, it’s back). And on these platforms, it’s

GLIÀFXOW�WR�WHOO�ZKDW·V�RUJDQLF�DQG�ZKDW·V�SDLG��what’s editorial opinion and what’s sponsored

messaging.

As marketers, we’re being programmed to think

of engagement as the new impression. But for

real people, the concept of engagement is just

as relevant as it is for brands. Have you ever

caught yourself compulsively hitting refresh

and counting your likes, shares, comments,

and followers after tweeting a carefully crafted

BRANDS PERSONALITY+

BRAND PERSONALITY + THE PERSONAL BRANDJosie Brown

>>>

21

BRANDS + PERSONALITY BRAND PERSONALITY + THE PERSONAL BRAND

22

A proud display of a human

showcasing the "Brand Me"

joke or posting a brag-worthy photo? In fact, you could apply just about any of the new-media

EX]]ZRUGV�²�UHODWLRQVKLS�EXLOGLQJ��FRQWHQW�FUHDWLRQ��LQÁXHQFHU�RXWUHDFK��VKDUH�PRQJHULQJ�²�WR�DQ�individual’s efforts to build and maintain a brand image in the digital age.

See, as kids, we grew up with the ability to shed personalities as we crossed borders between our

discrete worlds: school, sports, activities, community groups, and summer camp. As adults, it was

the same thing, with different façades for work and play, for college friends and

baby-group acquaintances. Whereas the opportunities to market your “brand me” used to

be limited to a yearbook quote, bumper sticker, or cubicle wall, and you could segregate

and nurture the idealized version of your persona for different groups, it’s now on display in an

amalgamated portraiture, a single integrated identity that’s visible for all to see.

So it’s no wonder that people are behaving more like brands. Think about how the people in

your life, be they bloggers, writers, doctors, designers, tattooists, attorneys, or teachers no longer

want to separate their product from their name. In fact, none of us do – we are becoming our

RZQ�JUHDWHVW�EUDQG�DEOH�DVVHW��DYDLODEOH�RQOLQH�DQG�RIÁLQH� We fetishize public icons like Kim

Kardashian, Donald Trump, or Martha Stewart, who’ve leveraged their own personalities to build

EUDQG�HPSLUHV��$QG�ZH�UHÁHFW�WKDW�DVSLUDWLRQ�LQ�RXU�GHOLEHUDWHO\�PDQDJHG�LPDJHV��MXVW�OLNH�D�brand would.

A brand adding a human touch to their

product's packaging

BRANDS + PERSONALITY BRAND PERSONALITY + THE PERSONAL BRAND

23

So how do we explain brands acting more like

people? Ten years ago, most brand strategies

IRFXVHG�RQ�FRPPXQLFDWLQJ�D�VSHFLÀF�PHVVDJH�to consumers, telling them something. Today,

most briefs that cross our desks focus on starting

a conversation, allowing consumers to discover

something for themselves, and then talk about

it. So it only stands to reason that people would

want to have a conversation with someone they

can identify with, someone they feel like they

already know, with relatable qualities they can

connect to.

:KDW�GR�\RX�ÀQG�PRUH�LQWHUHVWLQJ�²�VLWWLQJ�WKURXJK�a monologue, in which a guarded automaton

parrots talking points at you, or engaging in a

dialogue with an imperfect person with whom

you have a voice in shaping the course of the

conversation? You probably don’t choose to

spend time with people who talk about nothing

but themselves, or take themselves too seriously,

so why would we expect any different from

marketers?

The idea of engaging with customers was alive

and well long before Friendster was a twinkle

in Al Gore’s eye. There was a time when we

once shook the hand of the farmer we got our

eggs from, we talked sports with the milkman,

and trends with the hairdresser; we formed loyal

relationships with people and their products or

services. We invested in them, and they invested

in us.

BRANDS + PERSONALITY

So it makes sense that smart brands

are learning to be more social, and less

self-centered; to ask questions, and

really listen to the answers; to adopt the

behavioral traits of real humans.

The relationship between a brand and its

customers is just that – a relationship. And a

successful one requires two-way communication,

honesty, and a sense of mutual respect. The

payoff is huge: trust, desire, and emotional

connection, which all translate to loyalty and

advocacy.

As brands behave more like people, and people

think of themselves more like accountable and

investible brands, the lines get blurry, and that’s

when things get interesting. If a critical mass of

people choose to engage with brands in the

same way that we do with other people, it’ll

IRUFH�PDUNHWHUV�WR�LQYHVW�PRUH�WLPH�LQ�ÀJXULQJ�RXW�exactly who their brand is, and who they want to

connect with. In this Freaky Friday scenario, the

journey to self-discovery for brands and people

should make for more interesting, and ultimately

entertaining, marketing.

BRAND PERSONALITY + THE PERSONAL BRAND

24

Katie is a 23-year-old friend who recently broke

up with her long-term boyfriend. She spent the

requisite time in mourning – in this case more than

a week, less than a month. But when we went to

dinner the other night, she was glowing, happier

than I can remember seeing her. I asked her if

she’d met someone. Her reply? “Three guys. On

Tinder.”

It’s a familiar refrain for singles under 35. Online

dating, a $1.3 billion industry40

, has disrupted

the traditional courting rituals and changed

the game for Gen Xers and Boomers, who

H[SHULHQFHG�ÀUVWKDQG�WKH�SLW�RI�GLVSDULW\�LQ�VLQJOHV�bars, or shock and awe of a truly blind date. But

among Millennials, the digital natives who came

of age in this post-dating world, online dating is

simply the norm in modern romance.

Apps like Tinder, Coffee Meets Bagel, and

*URXSHU�DUH�GHÀQLQJ�KRZ�WKH�\RXQJHU�HQG�RI�

the dating pool connects and communicates.

This new breed of apps shares a common thread:

GDWLQJ�EDVHG�RQ�LQVWDQW�JUDWLÀFDWLRQ�DQG�XVLQJ�PXWXDO�IULHQGV�WR�ÀQG�DQG�YDOLGDWH�PDWFKHV�

Looking beyond the obvious advancements in

technology and social connectivity, there are

broader cultural factors driving the shift away

IURP�:HE��PDWFKPDNHUV��7KH�ÀUVW�LV�D�QHZ�WZLVW�on our old friend, social anxiety. We know that

people are carefully positioning and maintaining

WKHLU�´EUDQG�PH�µ�3URÀOHV�RQ�VLWHV�OLNH�H+DUPRQ\�FDQ�EH�PDQLSXODWHG�WR�DUWLÀFLDOO\�LQÁDWH�\RXU�stock: 54% of online daters have met someone

who “seriously misrepresented” themselves in

WKHLU�SURÀOH�41 Millennials are looking for ways

WR�KDFN�WKH�GXSOLFLW\�RI�RQOLQH�SURÀOHV�ZLWK�UHDO�information; for ways to see through the smoke

and mirrors by relying on friends of friends.

OFFLINE AND OFFBEAT: THE NEW BREED OF DATING APPS Sabena Suri

ROMANCE INNOVATION+

25

Another factor driving adoption of these new

mobile dating services is the sheer volume of

prospects available at the swipe of a thumb. For

a generation who grew up in the shadow of a

distressing divorce rate, relatively few of whom

are ready to settle down when they have endless

RSWLRQV�WR�ÀHOG�LQ�WKH�VHDUFK�IRU�D�SHUIHFW�PDWH��these apps play naturally to their tendency to

browse before buying. Couple that with a tough

economy, and many moving back in with their

parents – or more likely one of their parents – and

the lengthy, romantic idea of courtship they grew

up with in How to Lose a Guy in 10 Days simply

isn’t realistic (or affordable).

Knowing what we do about Millennials’ need

to engage right now,42

these apps are brilliantly

architected for alacrity and dispatch. Instead of

ÀOOLQJ�RXW�DQ�H[WHQVLYH�SURÀOH��XVHUV�ORRNLQJ�WR�FXW�right to the chase with people they trust (even by

association) can get started in less time than it

takes to order a drink. Which is likely what they’re

doing from a barstool while they’re dynamite

ÀVKLQJ�IRU�ÁHVK�RQ�7LQGHU��EHFDXVH�ZKR�UHDOO\�wants to do that on the computer at home?

“What makes Tinder truly killer, though, is that it

was designed exclusively for smartphones and

the hyper-social Millennials who wield them.

Although online dating has long since lost its

stigma, OkCupid and eHarmony remain sites you

browse alone at home, with a fortifying glass of

wine and a spreadsheet to track interactions.

Tinder is an app you pull up at a bar with friends,

passing the iPhone around."43

Coffee Meets Bagel takes the opposite

approach: precision. A sniper shot, not buckshot.

The site sends just one match to users a day,

tailoring options based on shared interests. Yet,

the “bagels” are often friends of friends, making

them far less random. Let’s Date uses Facebook

WR�ÀQG�PDWFKHV�EDVHG�RQ�PXWXDO�IULHQGV��DQG�Down does the same, anonymously.

"With Coffee Meets Bagel, I don't have to

waste a bunch of time searching through

WRQV�RI�SURÀOHV�IRU�VRPHRQH�ZKR�PLJKW�be a match. It's just one person each

day and I can really give them some

consideration," says Jimmy, 27.

ROMANCE + INNOVATIONOFFLINE AND OFFBEAT: THE NEW BREED OF DATING APPS

>>>

26

Grouper has found a way to combine friends of

IULHQGV�DQG�LQVWDQW�JUDWLÀFDWLRQ��7KH�VLWH�DFWV�DV�D�virtual concierge, setting up groups of three guys

and three girls, picking a location, and ordering

WKH�ÀUVW�URXQG�RI�GULQNV�WR�DYRLG�DQ\�DZNZDUGQHVV��Other sites like The Dating Ring and Dating in

Groups have followed suit.44

The advantages?

Keeping things casual and getting friends’

opinions (instantly) before heading off with an

otherwise random stranger.

$OWKRXJK�LQVWDQW�JUDWLÀFDWLRQ�DQG�PXWXDO�IULHQGV�might be pushing the next wave in online dating

tools for Millennials, these trends are grounded in

fundamental human truths. People are busy; they

GRQ·W�DOZD\V�KDYH�WKH�WLPH�RU�WKH�HQHUJ\�WR�ÀQG�a partner. They’re also skeptical; someone who

looks too-good-to-be-true on paper (or screen)

usually is.

What makes Grouper great is that

it’s like an automatic gut check,

since we’re all on the date

together. My friends can be like,

yeah…no. Right then and there.

Chelsea , 22.

So, online dating evolved, and will continue to do

so in the future as we build a better mousetrap.

As marketers, we should look for cues in the

importance of Millennials’ ever-expanding social

circles; the newest wave of dating apps reveals

that this generation is willing to trust not only

their friends, but also friends of friends. Positive

experiences spark endorsements that have

exponential legs if people think you’re worth

talking about. What’s more, the old adage that

says a bad experience is much more likely to be

shared – and with more people – than a good

RQH��LV�EHLQJ�ÁLSSHG�RQ�LWV�KHDG��%HFDXVH�ZKHQ�it comes to online dating – or any industry where

a negative experience is actually expected –

the opposite is true. People are willing to share

H[SHULHQFHV�WKDW�VXUSULVH�WKHP��VR�ÀQG�QHZ�DQG�unexpected ways to do just that.


27


SELECT APPS AND WHAT THEY DO

BASED ON COMMON INTEREST

�� Plenty of Fish: Matches users based on what kind

of relationship they want to have; uses a

psychological quiz to uncover subconscious desires.

��Grouper: Groups of three girls and three guys are

matched based on interest and location, setting the

stage for a group date.

��Let’s Date: Creates a “Dating Card” based on

ORFDWLRQ��)DFHERRN�SUR

ÀOHV��PXWXDO�IULHQGV��DQG�

interests. If users reject someone, they swipe a red

OLQH�WKURXJK�ZKDW�WKH

\�GLVOLNH�RQ�WKHLU�SURÀOH

�45

BASED ON MUTUAL FRIENDS

��Coffee Meets Bagel: Each day, singles receive an

email with a potential date, a.k.a. a “bagel”, who is

often a friend of a friend.47

��Are you Interested?: Lets singles browse and get

to know potential matches based on common

Facebook friends.

��The Hinge:�8VHV�7LQGHU·V�¶KRW�RU�QRW·�V\VWHP�WR�ÀQG�

matches but only shows friends of friends whom you

might have something in common with.48

APPS FOR COUPLES

��Avocado: Allows couples to create to-do-lists,

private message, and “hug” through a tap and a

vibration.

��Couple: Users can play games at the same time,

archive important dates, and “thumbkiss” by placing

thumbs on phone at the same time.

��Kahnoodle: By adding up the sweet things people

do for their partners, users accumulate points towards

“digital love coupons” created by their other half.

BASED ON PHYSICALITY (+LOCATION)

�� Tinder: Allows the user to approve matches based on physical appearance, swiping left for yes

or right for no. The fastest-growing free dating app

in the U.S.46

��Grindr: Connects gay, bi, and “curious” males

based on proximity.

��Down: An anonymous way to see which of your

friends are interested in hooking up (recently made

un-anonymous by Facebook graph search).

28

Imagine a world where we no longer own clothes, jewelry, cars, or even homes. Seems far-fetched, given our

innate propensity for conspicuous consumption, but this reality may not be too far off. A shift towards access,

as opposed to ownership, is changing how companies market, distribute, and sell their products, and how

customers shop for and buy them.

7RGD\·V�FRQVXPHUV�FUDYH�H[SHULHQFHV��DQG�PDQ\�DUH�VDFULÀFLQJ�SHUPDQHQW�RZQHUVKLS�WR�DFTXLUH�WKHP��7KLV�marks a departure from the Malcolm Forbes doctrine of “he who dies with the most toys wins,” portrayed vividly

in The Wolf of Wall Street, for a new “she who dies with the most experiences wins” ethos.

THE DEVIL RENTS PRADA: WHEN ACCESS TRUMPS OWNERSHIPJas Gill

LUXURY MASS

+

29

Similarly, ShopHers capitalizes on the notion of

sharing pre-owned designer fashion. One of its

unique offerings is the option to be matched with

a “Style Soulmate” who shares your exact same

measurements and style – allowing you to swap

clothes hassle-free. You could swap your Versace

blouse for your soulmate’s Chanel dress – having

your designer cupcake and eating it too. In

the short year since the beta version of the site

launched, the company has organically grown

their customer base to nearly 250,000 members.53

7KLV�JURZLQJ�PRYHPHQW�KDV�VWDUWHG�WR�LQÁXHQFH�dining, music, and even travel. With Airbnb, you

FDQ�VWD\�WKH�QLJKW�LQ�D�SHQWKRXVH�LQ�6R+R�RU�D�ÁDW�in Kensington for a week, just to see what it’s like.

Likewise, the 24 million active Spotify users will tell

you that they’d rather listen to millions of songs

than own just a handful of albums.54

Foodies,

listen up - Dinner Lab, a newcomer to the stage,

is an underground social dinner club that brings

together up-and-coming chefs with aspirational

foodies for a night of good food and company.

Just last week, I had a celebrity chef cook me up

a six-course meal in a boxing gym in downtown

LA – an experience I typically would never be

able to afford.

The implication for brands is obvious –

today’s consumers, especially Millennials,

see themselves as part of a collective

that can (and should) work together to

access and share experiences; luxury is

no exception.

You can expect the luxury landscape to change

drastically over the next few years, extending

beyond the reach of the 1 percent. As marketers,

we need to adjust our strategies to cater to this

trend that demands greater accessibility to high-

quality goods by focusing less on ownership and

more on discovery and participation.

LUXURY + MASSTHE DEVIL RENTS PRADA: WHEN ACCESS TRUMPS OWNERSHIP

We’d argue that either way, you’re dead, and

therefore not winning, but that’s beside the point,

which is this:

People aren’t rejecting materialism

as much as they are changing the

GHÀQLWLRQ�RI�LW�

This trend is changing the face of luxury as we

know it by democratizing lust-worthy goods and

making them available to the unwashed masses.

And it’s giving rise to new business models built on

the principle that you don’t need to be rich to live

a little more extravagantly every now and then.

The effects are already being felt throughout

the fashion industry. A slew of fashion platforms

are increasing accessibility to items that were

traditionally reserved for the elite.

Take Le Tote, a fashion company that lives the

LGHD�WKDW�WKH�FXVWRPHU�DOZD\V�FRPHV�ÀUVW�49 Le

Tote allows women to rent unlimited boutique

clothing and accessories for only $49 a month.50

As marketers, we know that great insights are

the ones that you’ve always known, but never

heard articulated. This is exactly what CEO

Rakesh Tondon stumbled upon. He realized that

women, especially his wife, were constantly

complaining that they had nothing to wear – yet

had closets full of clothes. And better yet, women

were always borrowing and sharing clothes at a

very localized level – across all ages and socio-

economic levels.51�/H�7RWH�WRRN�WKLV��QDWXUDO�RIÁLQH�

behavior, and brought it online. Tondon admits

KH�ZDVQ·W�WKH�ÀUVW�WR�VWUXFWXUH�KLV�EXVLQHVV�RQ�D�borrowing model, and considers Rent the Runway

a pioneer of the new luxury fashion.

We talked to Tondon about the access over

ownership trend to get his take. “It’s a very real

trend. I hate to call it a trend, because it’s really

an evolution of how we’re wired. It’s the direction

we’re all going, and there are reasons for it.”52

30

FOOD SCIENCE+

31

FOOD + SCIENCE

Ramen burgers. Cronuts. Pork belly. Pork

everything. Craft soda. Foodies are infamous for

an obsession with what’s trending right now. And

E\�WKH�WLPH�\RX�ÀQG�RXW�DERXW�LW��WKH\·YH�DOUHDG\�moved on, chasing down the next undiscovered

delicacy.

With attention spans as short as the line at most

food trucks these days, there are few trends that

they stick with once they catch the attention of

the mainstream. But one particularly relevant

movement has recently made its way from fringe

to the forefront without losing its cred within the

tribe: food science.

The convergence of food and science is hardly

new (the term "molecular gastronomy" was

coined back in the dark ages of 1988), and

could easily be relegated to the transient trend

pile. But the latest iteration of this mash-up has

inspired a surprising sense of intellectual curiosity

around food that can tell us a lot about broader

behavioral patterns.

Pop culture is a fairly accurate yardstick for

identifying that point where a trend crosses over

to the masses. Recently, Parks and Recreation

parodied “molecular mixology” with the

character Ron Swanson pointing out that a

VKRW�RI�YRGND�WDNHQ�E\�ÁDVKHV�RI�OLJKW�LV�WKH�“wrong way to consume alcohol.”

55 Is this an

early indicator of another food fad on its way to

cultural obscurity or validation that people are

salivating for more? We’re leaning towards the

latter.

World-renowned chefs and revered scholars alike

have deemed the marriage of food and science

worthy of rigorous study. This recent recognition

and validation has given rise to an almost

academic fascination with the “how” behind

cuisine. We’re experimenting with it in places

and ways that go beyond tweaking Grandma’s

recipe in a traditional kitchen.

We even have some of our biggest brains

dedicated to pushing food science to new

levels. In 2013, Harvard University created a

whole lecture series dedicated to the topic:

Science and Cooking. In it, students delve into

everything from the Physics of Mouthfeel to the

Evolution of Culinary Theory.56

On the other side

of the country, UCLA has followed suit with a class

called Physiological Sciences, which focuses on

science and food, and brings experts from both

THE CULTIVATION OF CURIOUS CONSUMPTIONMorgan Aceino

“By taking inspiration from humanities, sciences and arts, we

undertake work which other research facilities, rooted in one side of

the arbitrary science/craft divide, might not attempt. For example,

often those working directly with complex foods at an artisanal level

understand little of the biochemistry, and those who study them at a

biochemical level have little applied knowledge of gastronomy. We

seek to reconcile these approaches, using modern and traditional

methods to combine craft and science for delicious results.”

- Nordic Food Lab59

We’re mummifying, molding,

breaking down, and rebuilding

edibles in ways that are

unexpected - and in some

cases - downright dangerous.

“I hate people who are not serious

about meals. It is so shallow of

them.”

– Oscar Wilde, The Importance of Being Ernest

>>>

32

ÀHOGV�LQ�IRU�OHFWXUHV�WKDW�LOOXVWUDWH�KRZ�WKH\�FDQ�push each other to new, exciting places.

57

,W�LVQ·W�MXVW�VFKRODUV�LQÀOWUDWLQJ�WKH�FXOLQDU\�VFHQH��Chefs all over the world are embracing science

to elevate their culinary prowess. Noma, named

“Best Restaurant in the World” for two years

running by the S. Pellegrino Awards, places

the utmost importance on exploration and

experimentation in the name of food and

science. The esteemed head chef René Redzepi

set up a whole houseboat with an experimental

kitchen dedicated to this endeavor - Noma’s

food lab.58

We’re also a little obsessed with experimenting

to manipulate and reimagine familiar food

DQG�DFFHSWHG�VFLHQFH��)URP�DUWLÀFLDO�WXQD��ZKLFK�PLJKW�MXVW�VDYH�WKH�JLDQW�ÀVK�VSHFLHV�from extinction

60) and treating obesity with

neuroscience61

to fermented black garlic

(deliciously bizarre62

) we’re digging deeper,

adventuring more, and collecting experiences

that have implications beyond what happens in

the lab or kitchen.

Brand ImplicationAnthony Bourdain, reformed chef and world

explorer, captures the sentiment of curious

consumption best in a piece of advice about life:

´,I�\RX·UH��SK\VLFDOO\�ÀW��KXQJU\�WR�OHDUQ�DQG�EH�better, I urge you to travel - as far and as widely

DV�SRVVLEOH��6OHHS�RQ�ÁRRUV�LI�\RX�KDYH�WR��)LQG�RXW�how other people live and eat and cook. Learn

from them - wherever you go.”

For brands, that means embracing the modern

left-and-right-brain approach to creation and

consumption. Be relentlessly surprising. Create

experiences worth exploring. Break conventions.

Make new ones. Surprise to delight.

Connecting with today’s consumer requires

a new recipe. The way to his heart might be

through his stomach, but the way into his

conversation is through his brain– by fostering his

intrinsic sense of curiosity. When done properly,

and with purpose, he’ll keep coming back for

more.

FOOD + SCIENCETHE CULTIVATION OF CURIOUS CONSUMPTION

33

FOOD + SCIENCETHE CULTIVATION OF CURIOUS CONSUMPTION

34

GAMING SOCIAL MEDIA+

35

There’s also the new “Follow” feature. Unabashedly

taking cues from Twitter, you can now follow other

players, giving their content priority placement

in your activity feed. So, your Xbox One will notify

you when a followed player posts an awesome

gameplay video, just like your phone gives you a

heads up when Ellen tweets a hilarious joke.

Where marketing is concerned, the “Follow” feature

could be a game changer (pun intended). Just as

Twitter has given Katy Perry a preposterously large

megaphone – her horde now growing to 48 million

strong – someone will soon become the world’s

PRVW�LQÁXHQWLDO�JDPHU��7KDW�LQGLYLGXDO��RU�EUDQG��ZLOO�have a direct line to an almost obsessively engaged

audience of 46 million Xbox Live subscribers:

25-44 year-olds who spend an average of 87 hours

per month on their consoles.

That’s an enormous platform for opinion sharing.

Imagine the potential sales boost an upcoming

game might enjoy if Xbox One’s top gamer gushed

about the title in a live stream viewed by the masses.

A negative review, on the other hand, could be just

as impactful.

Personally, I’ve made past purchase decisions based

entirely on the opinion of one trusted friend. That a

single gamer might wield sweeping authority over

all of Xbox Live is noteworthy and a testament to the

powerful social tools the Xbox One is introducing.

While the potential marketing opportunities created

by gamer-generated content and social sharing are

immense, they’re also marred with uncertainty. Will

brands be permitted to directly sponsor gamers? Or

will there be limitations? Would Microsoft consider

selling ad space on popular channels? It’s all a bit up

in the air right now.

What’s certain, though, is that the internet is about

to witness a serious uptick in gaming content. Until

now, expensive, specialized equipment was required

to share your personal gaming experiences, but the

new consoles are set to democratize the medium.

Production and consumption will be easier than

ever – and that could put more than a little stress on

my analog friendships. But, hey, if you need to get in

touch, you can always “Follow” me.

In 2009, Microsoft tried to bring social media

to gaming consoles. It didn’t work. With

limited functionality, the Facebook and Twitter

applications for the Xbox 360 sputtered and

were eventually removed from the Xbox

Marketplace.

Now, Microsoft has a second chance with the

UHOHDVH�RI�WKH�;ER[�2QH��DQG�LW�KDV�RXWÀWWHG�its next-generation console with an arsenal of

impressive social features.

In 2014, gamers will be able to share screenshots

and videos of their virtual adventures directly to

Facebook using the console’s built-in DVR. So,

when you slay a dragon or demolish an alien

overlord with your bare hands, you’ll be able

to rub it in your friends’ faces with the push of a

button.

You’ll also be able to stream live gameplay

footage to Twitch, a gaming content hub with

44 million monthly visitors – a number that’s

destined to grow as a result of partnerships with

both Xbox One and PlayStation 4.

It doesn’t end with these shiny new sharing

options, either. Facebook and Twitter have their

ÀQJHUSULQWV�DOO�RYHU�WKH�;ER[�2QH��LQVSLULQJ�VRPH�of the console’s essential features. For example,

the familiar Friends app, which provides real-time

information about your online buddies’ activities,

has been redesigned and now closely resembles

Facebook’s newsfeed.

BRANDS WILL “LIKE” XBOX ONE'S SOCIAL FEATURESJimmy Barker

GAMING + SOCIAL MEDIA

SOCIAL MEDIA

When you slay a dragon or

demolish an alien overlord with

your bare hands you’ll be able

to rub it in your friends’ faces

with the push of a button.

36

SPORTS DATA+

37

Today, the rest of the world is coming around to the

realization that using data to track everyday athletic

activities can optimize personal and professional

performance. Matt Levine, a professional sports

consultant, began to appreciate these implications

after his company studied and sold niche baseball

data to teams like the New York Yankees. . “For the

ÀUVW�WLPH��WKH�VSRUWV�LQGXVWU\�KDV�VRPHWKLQJ�WR�WHDFK�regular industry because of how they’re pushing the

use of technology with performance evaluation.”66

While “big data” was surely one of the most hyped

(and misused) corporate buzzwords of 2013, its

JURZLQJ�LPSDFW�²�DQG�HIÀFDF\�²�VKRXOG�QRW�EH�LJQRUHG��2II�WKH�ÀHOG��EXVLQHVVHV�ODUJH�DQG�VPDOO�KDYH�taken a page out of the sports industry’s playbook,

developing winning strategies not on experience or

intuition, but rather on data-driven decision-making.

In fact, companies that do this are proven to be 5%

PRUH�SURGXFWLYH�DQG��PRUH�SURÀWDEOH�WKDQ�WKHLU�competitors.

67

Thanks to the availability of an avalanche of

data streams, athletes and businesses now have

a competitive edge that was impossible even a

decade ago. Just last year, while LeBron was using big

data to improve his courtside skills, Target was using

their own data to accurately identify a customer’s

pregnancy and predict her spending habits before

she’d even alerted loved ones.68

When 40-year-old Jason Kidd returned to the

New York Knicks after an injury, his inner circle

of advisors looked to ones and zeroes to gauge

his ability to play. Strapped to his jersey was

a matchbook-sized GPS device, loaded with

sensors that tracked his acceleration, agility, and

force. Thanks to that little device, and the data

it provided his trainers and doctors, Kidd was

cleared to play ball during the 2013 season.63

Way back in the early aughts, Michael Lewis’

Moneyball: The Art of Winning an Unfair Game

introduced us to the true story of Billy Beane, who

used sabermetrics – advanced empirical analysis

of baseball – to disrupt 19th century conventional

baseball wisdom and take an underfunded

Oakland A’s to the playoffs two years in a row.

And long before that, there was Rocky IV and

,YDQ�'UDJR·V�VOLJKWO\�PRUH�ÀFWLRQDOL]HG��EXW�QR�OHVV�entertaining take on the “technology of human

performance.”

In recent years, data and technology have

played an increasingly prominent role in

competitive athletics. We saw it in the 2008

Olympics, when competitors wearing Speedo’s

high-tech LZR racer suit won 94% of swimming

races.64

And then again in 2012 when Nike’s

HyperDunk+ shoes with built-in pressure sensors

gave LeBron James the data he needed to

prepare himself – and his team – to beat France

in the 2012 Olympic opener.65

PERFORMANCE-ENHANCING DATA: DEMOCRATIZING MONEYBALL Devin Desjarlais

SPORTS + DATA

Theo Epstein, general manager of

the Boston Red Sox, has embraced

sabermetrics, hiring Bill James as a

consultant.

>>>

38

SPORTS + DATA

The human body is our greatest

source of data and thanks to

smartphones, wearable technology,

and new apps, we now we have

a myriad of ways to measure and

analyze it. We can track mood,

sleep patterns, cognitive function,

blood pressure, diet, and location.

What does this mean for brands? A

big opportunity to know more about

their consumers' behavior.

That data has also led to the emergence of

´TXDQWLÀHG�DWKOHWHV�µ�KXPDQ�HPERGLPHQWV�RI�technology that consistently best their competition

in every race, game, and qualifying round. In a

life-imitates-art charade that recalls the Russians’

space-age training regimen in Rocky IV, these

athletic automatons are trailed by a team of

physicians and performance monitors, who are

armed with an arsenal of tools to accurately track

and measure performance, and charged with

NHHSLQJ�WKHLU�VXEMHFWV·�ÀQHO\�WXQHG�ERGLHV��ZKLFK�are extremely valuable assets, running smoothly.

69

Unfortunately, like most things in life, there are few

shortcuts here; simply having access to data isn’t

HQRXJK�WR�JLYH�DWKOHWHV�RU�EXVLQHVV�D�VLJQLÀFDQW�competitive edge. They must understand the

factors behind each success and failure to

accurately assess competitors’ strengths and

weaknesses and measure the impact of tactical

changes needed to win. In both worlds, even the

smallest of margins – measured in fractions – can

make a huge difference.70

So what does this mean for marketers? Through the

ability to track such incredible data, professional

athletes have become proverbial guinea pigs for

statistics companies to provide the kind of data

that businesses need to win. But beyond that,

we can look to sports as an example of how to

leverage information for competitive gain. It’s

becoming increasingly clear that data must be

used to inform key decisions upstream, not to

simply support an opinion or justify a point of view.

It needs to be used to drive critical thinking and

challenge conventional wisdom.

PERFORMANCE-ENHANGING DATA: DEMOCRATIZING MONEYBALL

39

Cognitive Function:Tracking how optimal your brainfunction performs

Products:Lumosity

Heart Function:Track your heart health from heart rateand blood pressure

Products:Withings, Tinke

Activity Function:Track your movement and activitylevel throughout the day and get reminders to move

Products:Nike Fuelband, Fitbit, Jawbone Up

Dietary Function:Track food intake to fine tune weightloss and find out what foods maymake you irritable

Products:MyFitnessPal, LoseIt, Noom

Eating Function:Track how fast you eat your food toensure if you are achieving optimaldigestion through vibrations

Products:HAPIfork

Speed and Distance Function:Track how fast and far your run, jump,and move throughout the day

Products:Nike+, Armour39

Blood Glucose:Track your blood sugar levels as yougo about your day to understandyour metabolism and energy

Products:vDexecom

DNA/Microbiome:Learn about the good bacteria andpotential genetic ancestry to preventcertain diseases

Products:23andMe, uBiome

Smartphone:Can track any and everything aboutyou. Primarily as a handheld GPS

Products:Yelp, Foursquare, Moves

Mood Function:Track how your mood is throughoutthe day

Products:Moodpanda, Moodscoping

Sleep Function:Track how your quality of sleep andif you are getting enough sleep toimprove health

Products:Jawbone Up, Lark, Fitbit, Zeo

zzz

40

SPORTS + DATAPERFORMANCE-ENHANCING DATA: DEMOCRATIZING MONEYBALL

The human body is our greatest

source of data and thanks to

smartphones, wearable technology,

and new apps, we now we have

a myriad of ways to measure and

analyze it. We can track mood,

sleep patterns, cognitive function,

blood pressure, diet, and location.

What does this mean for brands? A

big opportunity to know more about

their consumers' behavior.

THE DATASEXUAL A Look at the World of Quanti!ed Self

Inforgraphic by Alan Huynh

CONTRIBUTOR PROFILES

WHAT DO YOU DO?

I solve formidable business problems for global

brands with the cunning usage of puns. More

accurately, I generate ideas that humans will

enjoy and then explain them with words that

brands can embrace.

WHAT OTHER PART OF YOUR LIFE

CONVERGES WITH WORK?

Often I use my Chicago Bears fanaticism to inspire

empathetic enthusiasm. No matter the client, I try

to imagine that consumers love that product or

service in the same way that I admire the Monsters

of the Midway.

WHAT WILL CONVERGE IN 2014?

Irony and authenticity. If younger generations

continue the mock-adoption of lifestyle choices

their parents genuinely appreciate, soon everyone

will sport a retro wardrobe and ornate facial hair,

but no one’s true intentions will be apparent. 2014

could be the year this phenomenon reaches its

tipping point.

WHAT DO YOU DO?

I oversee the strategic planning department

which involves mentoring (and learning from)

some amazingly talented people.



Earlier in my career I was a working screenwriter

(Disney, After Dark Films) and churned out a

couple scripts that now sit on some development

shelf somewhere. At Omelet I get to use these

storytelling skills in so many different ways. I think

my favorite is thinking of ways stories can be told

visually rather than verbally – useful when you're

developing content for global audiences.


More Sharknados! (a.k.a. sharks + things that

make no sense with sharks.) On a totally

separate note, I think 2014 will see a lot of

improved integration between digital teams

and PR teams. Both disciplines need the other's

knowledge. Digital natives and experienced PR

professionals should join forces.

COPYWRITER+NERD

JIMMY BARKER

STRATEGIST+SCREENWRITER

WHITNEY ANDERSON

41

WHAT DO YOU DO?

The brand strategist part of my job is mostly rooted

in being a culture, competition, and consumer

spy. I'm also really involved in the Quality of Life

Committee here (so I know my way around

planning a party.)



I'm a little obsessed with urban

exploration – especially when it comes to a city's

food scene. One of the things I've noticed is that

a lot of consumer macro trends can be predicted

by listening really closely to what's going on in the

local food world.


Dudes and the kitchen. We've already seen tiny

sparks of this, but I expect it to blow up in 2014.

<RXQJHU�JX\V�DUH�ÀQGLQJ�D�ZKROH�QHZ�ZD\�WR�H[SUHVV�WKHLU�PDQ�SURZHVV�WKURXJK�EHHÀQJ�XS�their culinary chops. From restaurant exploring to

getting down and dirty in the kitchen (so to speak),

2014 seems ripe for ushering in a whole new group

of dude foodies. (Doodies?)

WHAT DO YOU DO?

I try to make the story behind numbers a little

sexier. Trust me, analytics can be hot if you know

how to look at the data. I also use my research

superpowers for the good of our clients.



I have an engineering and operations

background, but I have been obsessed with

WHOHYLVLRQ�DQG�ÀOP�IRU�DV�ORQJ�DV�,�FDQ�UHPHPEHU��As part of my job, I have been able to geek out

about my TV pleasures: True Blood, Game of

Thrones, and most recently my lifelong favorite:

Star Trek. Yes, I am proud Trekkie.


I have to say augmented reality is going to get

another go. A couple of years ago AR seemed

like an abstract Minority Report type of concept

that would take time to develop. However, with

the most recent launch of Google Glass and

more wearable items, the clash of digital and

analog is something users are not only perversely

curious about but want to see how far it can go

in their daily lives.

STRATEGIST+FOODIE

MORGAN ACEINO

BRAND ANALYST+TREKKIE

CRISTINA PEDROZA


42

WHAT DO YOU DO?

Sometimes I come up with ideas, write them, and

VHOO�WKHP��%XW�ODWHO\�,·YH�EHHQ�ÀOOLQJ�RXW�D�ORW�RI�questionnaires.



Your entire life should converge with your work,

especially when it comes to creativity. The best

ideas often come from random places, and the

best advertising tells the truth about life. If you

pay attention and take notice of everything you

possibly can, all of it gets absorbed and becomes

a potential ingredient for whatever you make

next. Sifting through all of life, connecting different

pieces and using that to form new thoughts is how

we create.


Me and you. February 19th. The Coffee Bean

at the Third Street Promenade. 5:15 pm. I’ll be

wearing a stargazer lily in my lapel. As always, coy

\HW�ÁLUWDWLRXV��<RX�ZLOO�QRWH�ÁHFNV�RI�\HOORZ�LQ�P\�blue eyes. Then, over hot espresso and the sound

of a homeless man arguing with Whitney Houston’s

ghost, we shall converge.

WHAT DO YOU DO?

I do a lot of consumer research, creating

presentations, and tracking trends. One of

my favorite things is reading about Millennials,

because I am one—so it’s kind of cool when a

marketer or journalist gets it right.



I am a huge fashion fan(atic). I think fashion

and culture are inextricably linked, so as a

strategist, that’s interesting to me. If hemlines are

getting shorter and people are putting studs on

everything—what does that say about society

right now?


Luxury and subtlety. Whereas luxury used to be

GHÀQHG�E\�KXJH�ORJRV�DQG�VLJQDWXUH�SULQWV��consumers are now looking for quality without

showiness. So, we’re seeing brands like Louis

Vuitton releasing understated collections without

the LV logo and Mansur Gavriel creating a

popular line of simple leather handbags. I’m

excited to see other designers adopt this trend.

COPYWRITER+BANKSY

ADAM SZAJGIN

STRATEGIST+FASHIONISTA

SABENA SURI


ACCOUNT DIRECTOR+ ANTIPODEAN

JOSIE BROWN

43

WHAT DO YOU DO?

I shape and build business with our key clients

while overseeing the total end-to-end delivery

of campaigns and projects by the wider agency

team.



I've had the privilege of doing this ad-gig in a

number of countries around the world. It's taken

me from my home country in New Zealand, across

to Australia, over to the United Kingdom, through

Europe and on both coasts of the United States.

Operating as an outsider who thinks like a local has

sharpened my ability to hone in on a legitimate

universal truth, see the wood and the trees, and

understand BS in any language.


The offensive and the owned. It's been a long time

coming but offensive labels, terms, words and

icons are being reassigned, re-owned, repurposed

and done away with. The user is now the proprietor

and barriers are coming down. Where once an

antipodean was considered a bit of a 'them' word,

it's now very much an 'us' word.

WHAT DO YOU DO?

As a brand strategist, my strength lies in being

able to empathize with and put myself in the

shoes of people.



Every member of my immediate family was born

in a different country, on a different continent.

We are a family of multiple nationalities,

ODQJXDJH�SURÀFLHQFLHV�DQG�WUDGLWLRQV��,�ZDV�exposed to a number of different cultures at

a very early age and have been a cultural

omnivore ever since. I've been to over twenty

different countries and in each and every

one –when you strip away the languages,

customs, and skin colors – people are all basically

the same. This basic insight is what got me

LQWHUHVWHG�LQ�VWUDWHJ\�LQ�WKH�ÀUVW�SODFH�


Beauty and men. The traditional roles of men

DQG�ZRPHQ�DUH�EHLQJ�UHGHÀQHG��EHQW�DQG�celebrated. It's okay for men to care how they

look, use expensive grooming products, and even

shop. Men are looking for brands that cater to

WKHP��VSHFLÀFDOO\�DQG�H[FOXVLYHO\��7KHUH�DUH�RQO\�a handful of brands that are doing it now, but

look for it to become increasingly popular in the

next year.

ACCOUNT DIRECTOR+ ANTIPODEAN

JOSIE BROWN

STRATEGIST+TRAVEL JUNKIE

JASMEET GILL


44

WHAT DO YOU DO?

I handle all internal and external communications,

and work with reporters to promote our

professional work. I’ve never talked more in my

entire life (although my parents would probably

disagree.)



As a runner, I’ve disciplined my mind and body to

work in tandem to achieve great feats. As a result,

I’ve found myself applying that same discipline to

challenges I face in the workplace. It’s easy to see

a linear solution when faced with a dilemma but

just like with running, there’s always another route.


Exercise and the workplace. Los Angeles is a

smorgasbord of forward-thinking companies

that understand that their employees conquer

challenges in different ways. So when they’re

faced with a problem, why not hit the ground

running? Literally.

WHAT DO YOU DO?

The analyst part of my job requires me to look at

tons of numbers and turn them into pretty pictures

and insights.



,�ORYH�ÀQGLQJ�WKLQJV�WKDW�DUH�KLGGHQ�LQ�SODLQ�VLJKW��and in my past career as a city planner I realized

that everything that makes a city function was

designed or predetermined in some way. So

despite cities being the most entropic and

chaotic institutions, I realized that they can be

more easily enjoyed and explored if you boil

WKHP�GRZQ�DQG�ÀQG�RXW�WKHLU�LQSXWV��

WHAT T WILL CONVERGE IN 2014?

7KH�LQWHUQHW�RI�WKLQJV��&LWLHV�DUH�ÀQDOO\�XVLQJ�data to drive tangible decisions in their choices-

so that certain cities socially engineer the

interactions residents and visitors have within

the built environment. With technologies like

iBeacon, locations will provide feedback to users

to enrich the user experience, and all of this smart

and reactive technology is just day one. Items,

appliances, vehicles, and places will continue to

communicate with each other to provide a more

enriching experience for all users, without them

even realizing it.

PR MANAGER+MARATHON

RUNNER

DEVIN DESJARLAIS

ANALYST+URBAN EXPLORER

ALAN HUYNH


45

WHAT DO YOU DO?

Account services are all about working with

people. I'm constantly switching roles between

OLVWHQHU��PHGLDWRU��ÀOWHU��DQG�PHQWRU��,P�DOVR�heavily involved in all things Omelet, from our QOL

FRPPLWWHH�WR�RXU�QHZ�RIÀFH�GHVLJQ�



In my previous career I was an architect and

while that may seem miles away from advertising,

it's closer than you'd expect. We both work

collaboratively to solve conceptual problems – the

only real difference is the medium. One of the

most important things I learned in my architecture

days is how valuable a cross-disciplinary

education is. Real breakthrough comes from the

convergence of different kinds of thinking. So, I try

to keep up to speed on topics outside of my world

by reading publications on science, psychology,

art, etc. and by surrounding myself with people

with varied interests.


There's got to be something else we can fry, right?

But on a more serious note, I think there will be a

further convergence of science and art, design,

architecture, advertising, etc. There's so much

DERXW�VFLHQWLÀF�SURFHVVHV�WKDW�FDQ�EH�DSSOLHG�WR�KRZ�ZH�WKLQN�DERXW�FUHDWLYH�ÀHOGV��

WHAT DO YOU DO?

Dr. Jekyll oversees the account management

department, marshalling a company of fearless,

entrepreneurial leaders in advocating for our

clients, controlling the chaos of a thriving agency,

and generally keeping all of the pieces together.

Mr. Hyde heads the strategy group; together

with his crack team of audience experts, brand

strategists, connections planners, researchers,

and analysts, he breaks into the lab at night and

takes those pieces apart in search of a better

method to the marketing madness.



There’s life outside of work? Go back and read

WKH�ÀUVW�DUWLFOH�LQ�WKLV�LVVXH�


Clearly you didn’t read my letter from the editor

either. I said no predictions. But in the interest of

covering my bets, I’ll go with: everything gets

incrementally smarter, fewer words and more

pictures, Vice Media kicks the sleeping dragon, a

gilded new age for advertorials, privacy trumps

peacocking, we bury the label ‘hipster’ (in an

unmarked grave off the Gowanus Canal), and

pay-to-play media rises like a phoenix from the

ashes. And, if the gods are smiling on us, hashtag

fatigue. #havemercy.

ACCOUNT SUPERVISOR+REFORMED ARCHITECT

ANNA NESSER

SUIT+STRATEGIST

SEAN MCNAMARA


46

FRIENDS OF OMELET

WHAT DO YOU DO?

I am a chef, restaurateur, entrepreneur, judge

RQ�%UDYRV�7RS�&KHI��DQG�KRVW�RI�ÀVKLQJ�VKRZ��“Hooked Up."



My show, "Hooked Up" (NBC sports and YouTube)

allows me to listen to interesting people while

ÀVKLQJ�LQ�JUHDW�ORFDWLRQV��,�DFWXDOO\�JHW�SDLG�WR�ÀVK��


I think community is becoming more important

than ever before. People want to feel connected;

even when they're alone tapping on a little

screen, they want to feel like part of something

greater than themselves. I predict further

convergence between the private and public

spheres, all in the interest of belonging.

WHAT DO YOU DO?

,P�ÀUVW�DQG�IRUHPRVW�RQH�RI�WKH�ZULWHUV��,�VSHQG�most of my time split between writing scripts

and breaking stories with our other nine writers

in a writer’s room. As Executive Producer, I'm

responsible for co-running the show with Julie

Plec.



I'm a storyteller and TV fanatic at heart, so my job

kind of worked out perfectly. I'm also a painter,

which allows me to be more ambiguous with a

feeling or impulse that I'm trying to portray, as

opposed to a constructed and linear

beginning-middle-end. The notion of loss

visualized by a balloon stuck in a tree vs. a story

about someone who loses someone.


I anticipate more TV live-fan participation via

online resources. I predict we'll be receiving more

wedding invites through email, which will create

chaos for a while since they won't be on our

fridge to remind us. I think we'll hit our climax of

reality television converging with redneck families

that we're meant to judge and accidentally fall

in love with.

TOM COLICCHIOCraft Worldwide | Owner+Fisherman

CAROLINE DRIESThe Vampire Diaries | Writer/Exec. Producer+Painter

47

WHAT DO YOU DO?

I head up product development, merchandising,

marketing, business development, and some of

our sales team. Of course, someone has to lead

the quality control as well, so I'm at the top of the

'food chain' as far as taste-testing, a very serious

job.



My architecture background. Nobody tells you this

at school, but I actually think architecture is one of

the best educations for developing a brand and

telling its story.


The celebrity entrepreneur. More and more

celebrities are looking to invest their money

adventurously in start-ups and growing businesses.

Entrepreneurs (particularly in tech) have

transcended to a celebrity status, as they take

their companies public and have their entire

business careers and sometimes personal lives

H[SRVHG��6XFFHVVIXO�EXVLQHVVHV�KDYH�RIÀFHV�ZLWK�amenities like that of a movie star's mansion.

Perhaps some of the world's youngest billionaires

ZLOO�WU\�WKHLU�KDQG�DW�DFWLQJ�DQG�GLUHFWLQJ�ÀOPV��Mark Zuckerberg in Hunger Games 3? Hopefully

not.

WHAT DO YOU DO?

I am the founder and CEO of Le Tote. My role

is focused on operations, marketing, business

development, and partnerships. My business

partner, Brett, overlaps with me in a couple of

these roles as well as in terms of discussion of our

overall short and long-term strategy.



In my previous life, I was an investment

banker working in mergers and acquisitions of

technology companies. I did that for over 12

years and realized my real calling was in building

something that people would want to pay for.

In investment banking, one is trained to use

data quickly to make conclusions, or gather

knowledge of a particular industry / company. I

think that training has been really useful.


I think 2014 is going to be the year that Indian

food is going to become mainstream. You'll see

Chicken Tikka outlets all over the world. In more

VHULRXVQHVV��,�WKLQN��ZLOO�EH�D�GHÀQLQJ�\HDU�IRU�e-commerce. There are a number of subscription

e-commerce companies out there, and we'll see

the wheat from the chaff.

NATASHA CASECoolhaus | CEO/Co-founder+Architect

RAKESH TONDONLe Tote | CEO+ Investment Banker

FRIENDS OF OMELET

48

49

THE CREW

ACCOUNT

Josie Brown, Account Director

Anna Nesser, Account Supervisor

STRATEGY

Morgan Aceino, Senior Brand Strategist

Whitney Anderson, Director of Strategy

Jas Gill, Junior Brand Strategist

Alan Huynh, Junior Analyst

6HDQ�0F1DPDUD��&KLHI�6WUDWHJ\�2IÀFHUCristina Pedroza, Senior Brand and Business Analyst

Sabena Suri, Junior Brand Strategist

PUBLIC RELATIONS

Devin Desjarlais, PR Manager

CREATIVE

Jimmy Barker, Copywriter

Alex Gonzalez, Senior Designer

Rajat Gupta, Art Director

Michele Pappas, Designer

Adam Szajgin, Senior Copywriter

PRODUCTION

Nicole Cassese, Proofreader

Jakob Frank, Editor

'HQD�*RQ]DOH]��93��3URMHFW�0DQDJHPHQW��3URGXFWLRQRobert Macaisa, Project Management Coordinator

Matt Valdepena, Project Management Coordinator

50

Cover

Mrachina, Jason. "Fist on Black." Flickr. N.p., 5 Feb. 2012.Web.��KWWS��ZZZ�ÁLFNU�FRP�SKRWRV��Z�QG�UO�VW��!��

P.2

Photo taken by Jakob Frank.

P.4

Guimaraes, Feliciano. "Typewriter Lost in Landscape." Flickr. N.p., 8 June 2007. Web. 7 Jan. 2014. �KWWS��ZZZ�ÁLFNU�FRP�SKRWRV�MVRPH��!��

P. 7

Do8y. "What's in My Bag 15.09.2012 - Sans MacBook Pro." Flickr. N.p., 15 Sept. 2012. Web. �KWWS��ZZZ�ÁLFNU�FRP�SKRWRV�EHRUQBRXUV��!��

P.9

Photo taken by Jakob Frank.

P.10

Misiti, Gianluca Ramahlo. "Zombie Walk 2012 - SP." Flickr. N.p., 2 Nov. 2012. Web.��KWWS��ZZZ�ÁLFNU�FRP�SKRWRV�JUPLVLWL��!��

P.11

Colvin de Valle, Matthew. "Ancient & Modern." Flickr. N.p., 18 June 2008. Web. ��KWWS��ZZZ�ÁLFNU�FRP�SKRWRV�PDWWKHZGHYDOOH��!��

P.12

Patterson, Blake. "The Art of Video Games 2012." Flickr. N.p., 18 Mar. 2012. Web. �KWWS��ZZZ�ÁLFNU�FRP�SKRWRV��#N00/6994363641/in/photolist-bE4WCz-bra3gm-bE4VUX-bra1Vq-

bE5182-br9ZAb-bra4xA-br9ZSu-bE4Vna-bE4Xrk-bE51LZ-bE4X1B-

bE4Y4c- bra63S-bE4W7Z-bra5CG-bra2kw-bra48L-bE4XeM-bE4Vai-

bE4Vzk-bra3MS-br9Zjm-bE4VsD-bE4ZzH-bE4UTc-bra4kG-bE4

W1n-bra1Nj-bra1qs-bra22q-bra413-bra5jh-bE4VFc-bra6eU-bra39j-

bra5ww-bE4Ztp-bra4Dy-bE4WWc-bra4f9-bE4ZMT -bE4Z74-bE51F2-

E(�<4��EUD�UV�E(�=PS�E(��X%�E(�:X=�IWG.1L��&M�8X!��

P.12

Hansen, Soren Storm. "Thinker." Flickr. N.p., 7 July 2011. Web. �KWWS��ZZZ�ÁLFNU�FRP�SKRWRV�GVHQHVWH��!��

P.12

SpirosK Photography. "Louvre Museum: Denon Wing (1st Floor): Paintings." Flickr. N.p., 3 Mar. 2012. Web.��KWWS��ZZZ�ÁLFNU�FRP�SKRWRV�VSLURVN��!��

P.12

Mrs. Gemstone. "Mom, Pre-colorization." Flickr. N.p., 15 July 2006. Web.��KWWS��ZZZ�ÁLFNU�FRP�SKRWRV�JHPVWRQH��!��

P.12

Mrs. Gemstone. "Mom, Post-colorization." Flickr. N.p., 15 July 2006. Web.��KWWS��ZZZ�ÁLFNU�FRP�SKRWRV�JHPVWRQH��!��

P.17

Ibrahim, Gigi. "Anti Sexual Harasment March to Tahrir." Flickr. N.p., 3 Feb. 2013. Web.��KWWS��ZZZ�ÁLFNU�FRP�SKRWRV�JLJLLEUDKLP��!��

P.19

Photo taken by Morgan Aceino.

P.22

Illustration created by Alex Gonzalez.

P.22

Image courtesy Andi Dowda. Copyright @2014. Whole Foods

Market IP, L.P.

P.24

Krider, Dylan Otto. "Bumper Stickers." Flickr. N.p., 2 May 2009. Web. �KWWS��ZZZ�ÁLFNU�FRP�SKRWRV�PHPHNLOOHU��!��

P.24

Turner, Lindsey. "Package." Flickr. N.p., 1 June 2009. Web. <http://

ZZZ�ÁLFNU�FRP�SKRWRV�JLJLLEUDKLP��!��

P.26

Bennink, Jeroen. "True Romance." Flickr. N.p., 6 Aug. 2007. Web. �KWWS��ZZZ�ÁLFNU�FRP�SKRWRV�MHURHQEHQQLQN��!�

P.27

Photos taken by Morgan Aceino

P.28


P.30


P.32

Varlan, Horia. "Graduated Cylinders and Beaker Filled with Chemical Compounds." Flickr. N.p., 16 Nov. 2008. Web. <http://

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P.35

ChefSteps. "Sous Vide Art." Flickr. N.p., 30 Aug. 2012. Web. �KWWS��ZZZ�ÁLFNU�FRP�SKRWRV��#1��!��

P.36

Farrell, Mark. "Second Screens." Flickr. N.p., 20 Nov. 2013. Web. �KWWS��ZZZ�ÁLFNU�FRP�SKRWRV��#1��VL]HV�O�!��

P.36

Amigos, Sin. "Sonyer." Flickr. N.p., 15 Aug. 2013. Web. �KWWS��ZZZ�ÁLFNU�FRP�SKRWRV�VLQDPLJRV��!��

P.38

Doha Stadium Plus Qatar. "Leslie Chauncey." Flickr. N.p., 5 Feb. 2012. Web. �KWWS��ZZZ�ÁLFNU�FRP�SKRWRV�GRKDVWDGLXPSOXVTDWDU��!��

P.39

Pete. "Boston Red Sox Baseball." Flickr. N.p., 6 Oct. 2010. Web. �KWWS��ZZZ�ÁLFNU�FRP�SKRWRV�SHWHD\OZDUG��!�

P.50

THOR. "Smoke Series." Flickr. N.p., 20 Nov. 2009. Web. <http://

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ENDNOTES

52

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ENDNOTES

53

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54

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