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Presentation on theme: "001 002 003 004 005 006 007 009 008 010 011 012 013 014 14 TRENDS FOR 2014."— Presentation transcript:

1 001 002 003 004 005 006 007 009 008 010 011 012 013 014 14 TRENDS FOR 2014

2 Welcome to Resolution Sense 14 trends for 2014
LETTER FROM THE CONTRIBUTORS 001 002 003 004 007 012 013 014 Welcome to Resolution Sense 14 trends for 2014 We hope you find it inspiring and enjoyable to read. Our objective is to give you a summary of the biggest 2014 trends that will be affecting consumers, retailers and media channels keeping you abreast of cultural developments and helping you to identify new communication opportunities. We went further to give you a point of view of what the main hopes and concerns are for three of our key target audiences – Millenials, Mums and Silver Shoppers. You will find this Resolution Sense report divided into two parts, 14 trends for 2014 followed by target audience deep dives. We hope enjoy the read and please feel free to contact any of the contributors with questions.

3 HOW TO USE THIS REPORT 001 002 003 004 007 011 012 013 014 HOW TO USE THIS REPORT THIS IS AN INTERACTIVE REPORT AND IS BEST NAVIGATED USING A MOUSE. It starts with a Table of Contents where you can jump to any topic of interest and has return buttons throughout. There are also many more information opportunities where you can click or hover your mouse to find out more.

4 CONTENTS 001 002 003 004 007 011 012 013 014 CONTENTS EXECUTIVE SUMMARY INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING CONTACT

5 EXECUTIVE SUMMARY Projections & Trends
001 012 014 EXECUTIVE SUMMARY Projections & Trends THE WORLD, AND THE CONSUMER’S ATTITUDES AND HABITS WITHIN IT, IS CHANGING RAPIDLY. While the economic crisis still continues to influence spending behaviour, it also means that consumers now have a more conscious approach to purchasing and intelligent shopping and tight budgeting have become an intrinsic part of modern consumer behaviour - with some even claiming that they enjoy it. WHILE CHEAPER ALTERNATIVES HAVE BECOME A LIFESTYLE PRIORITY FOR MANY, THIS DOES NOT NECESSARILY MEAN PRODUCTS AT CHEAPER PRICES. Instead there is a demand for products that offer a new or further meaning of value such as convenience, quality and experiences. Luxury has evidently become more democratised and we have seen many examples of this through the application of luxury aesthetics to everyday goods. Experiential exclusivity is also on the rise as consumers want exclusive experiences, providing deeper brand involvement. INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING CONTACT EXECUTIVE SUMMARY

6 EXECUTIVE SUMMARY Projections & Trends
THE WORLD, AND CONSUMER ATTITUDES AND HABITS WITHIN IT, IS CHANGING RAPIDLY. While the economic crisis still continues to influence spending behaviour, it also means that consumers now have a more conscious approach to purchasing and intelligent shopping and tight budgeting have become an intrinsic part of modern consumer behaviour - with some even claiming that they enjoy it. WHILE CHEAPER ALTERNATIVES HAVE BECOME A LIFESTYLE PRIORITY FOR MANY, THIS DOES NOT NECESSARILY MEAN PRODUCTS AT CHEAPER PRICES. Instead there is a demand for products that offer a new or further meaning of value such as convenience, quality and experiences. Luxury has evidently become more democratised and we have seen many examples of this through the application of luxury aesthetics to everyday goods. Experiential exclusivity is also on the rise as consumers want exclusive experiences, providing deeper brand involvement. INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING CONTACT EXECUTIVE SUMMARY CONTACT

7 EXECUTIVE SUMMARY Projections & Trends
THERE HAS BEEN A RISE IN ENTREPRENEURIAL SPIRIT ESPECIALLY AMONGST THE MILLENNIAL GENERATION, WITH THE CONTINUED DRIVE OF PERSONAL AMBITIONS FOR BOTH FINANCIAL AND EDUCATIONAL REWARD. The rise of pop-ups and street food vendors, being one example. Permaculture, which highlights concerns about where and how things are sourced is also on the rise across many categories from clothing to coffee. Many brands are offering a more transparent, altruistic approach to all areas of their businesses. LIKE MANY AREAS THAT ARE BECOMING DISRUPTED AND FALLING UNDER THE INTERNET OF THINGS, RETAIL IS ALSO UNDERGOING A MOMENTOUS SHIFT. With multiple new ways open not only to buy, but also to browse, “omni-shopping” across both online and offline channels is changing the retail environment by providing consumers with a more experiential shopping experience. Smartphones are also becoming indispensable pocket-shopping assistants and helping to connect the physical and digital retail worlds even further. INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

8 EXECUTIVE SUMMARY Projections & Trends
SIMULTANEOUS MEDIA CONSUMPTION AND MULTI-SCREENING ARE PROVIDING NEW OPPORTUNITIES TO EXTEND CONTENT BEYOND TRADITIONAL ADVERTISING CHANNELS. The plethora of available devices are contributing to enriched viewing experiences, augmenting TV’s social nature and extending the watercooler effect to fit the online space. Brands are, therefore, having to adapt their story to fit multiple screens. INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

9 001 012 014 IMPLICATIONS FOR BRANDS
INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

10 Looking at Specific TARGET AUDIENCES
IMPLICATIONS FOR BRANDS Looking at Specific TARGET AUDIENCES 001 012 014 I am a MILLENNIAL A generation that grew up with technology at their fingertips, Millennials are extremely entrepreneurial and thrive on challenges, making them creative, flexible and more ambitious than previous generations. They seek unique experiences in their daily lives and cherish their independence and individuality. They are a generation shaped by social media, which has given them access to a much broader world, both locally and globally, as well as allowing them free rein as far as their creative needs are concerned. INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

11 Looking at Specific TARGET AUDIENCES
IMPLICATIONS FOR BRANDS Looking at Specific TARGET AUDIENCES 001 012 014 I am a MUM The role of Mums is evolving, albeit slowly in some countries, with more fathers staying at home to spend time with their children. Mums are time pressured shoppers – juggling family, work and domestic needs at the same time – turning them into avid seekers of anything that is time efficient and convenient. To help them manage their hectic lifestyle, mums rely heavily on digital media, whether it is by using social networks to keep in touch with friends and family or by using their smartphones to shop for groceries. INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

12 Looking at Specific TARGET AUDIENCES
IMPLICATIONS FOR BRANDS Looking at Specific TARGET AUDIENCES 001 012 014 We are SILVER SHOPPERS The definition of ‘old age’ is changing. Old beliefs about Silver Shoppers are slowly proving to be outdated: they are willing to try new brands, have an interest in keeping fit and are not as adverse to technology as one might think. Instead they’re becoming an active, aspirational group, striving to be healthy and look good, as well as trying to be informed. They are avid consumers of more traditional media such as TV and Print, as they are creatures of habit, but they are slowly becoming more digitally minded, with internet usage growing amongst this target audience. INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

13 001 012 014 IMPLICATIONS FOR BRANDS
INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

14 2014 14 TRENDS FOR 14 TRENDS FOR 2014 14 TRENDS FOR 2014
INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

15 2014 14 TRENDS FOR 14 TRENDS FOR 2014 14 TRENDS FOR 2014
INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

16 2014 14 TRENDS FOR 14 TRENDS FOR 2014 Consumer in control 001
Discount forever 002 Entrepreneurial spirit 003 Renewed food focus 004 The polarisation of luxury 005 The mobile empowered consumer: intuitive technology 006 Rediscovering serendipity 007 Changing retail environment 008 Disruptive force of emerging markets 009 Exclusive collaborations 010 Owning the second screen 011 The versat-aisle shopper 012 Need for short-form content 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY The new 21st century family 014 CONTACT

17 14 TRENDS FOR 2014 14 TRENDS FOR 2014 Consumer in control 001 Discount forever 002 Entrepreneurial spirit 003 Renewed food focus 004 The polarisation of luxury 005 The mobile empowered consumer: intuitive technology 006 Rediscovering serendipity 007 Changing retail environment 008 Disruptive force of emerging markets 009 Exclusive collaborations 010 Owning the second screen 011 Mouse over numbers to expand, click for more information The versat-aisle shopper 012 Need for short-form content 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY The new 21st century family 014 CONTACT

18 14 TRENDS FOR 2014 14 TRENDS FOR 2014 Consumer in control 001 Technology and the social revolution has forever transformed the consumer’s demands and expectations of brands and advertisers. They expect to be engaged in two-way dialogue and appreciate relationships of fair exchange. 002 003 004 005 006 007 008 009 010 011 012 Mouse over numbers to expand, click for more information 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY 014 CONTACT

19 14 TRENDS FOR 2014 14 TRENDS FOR 2014 001 Discount forever 002 The global financial crisis and recessionary aftershocks of the late 00s and early 10s were largely responsible for pushing a greater scrutiny of personal outgoings and household budgeting to the top of the list of consumer priorities. 003 004 005 006 007 008 009 010 011 Mouse over numbers to expand, click for more information 012 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY 014 CONTACT

20 14 TRENDS FOR 2014 14 TRENDS FOR 2014 001 002 Entrepreneurial spirit 003 There will be a continued drive in terms of the personal ambitions linked both to financial and educational rewards as well as crowdsourcing innovations and involvement. 004 005 006 007 008 009 010 011 Mouse over numbers to expand, click for more information 012 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY 014 CONTACT

21 14 TRENDS FOR 2014 14 TRENDS FOR 2014 001 002 003 Renewed food focus 004 Customers will continue to look for additional functionality and transparency in the food they purchase and consume. They are willing to support local suppliers. 005 006 007 008 009 010 011 Mouse over numbers to expand, click for more information 012 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY 014 CONTACT

22 14 TRENDS FOR 2014 14 TRENDS FOR 2014 001 002 003 004 The polarisation of luxury 005 The meaning of luxury has changed, and genuine luxury must fight to retain the definition of rarity against more accessible forms such as designer high street items or luxury ready meals. 006 007 008 009 010 011 Mouse over numbers to expand, click for more information 012 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY 014 CONTACT

23 14 TRENDS FOR 2014 14 TRENDS FOR 2014 001 002 003 004 005 The mobile empowered consumer: intuitive technology 006 With consumers feeling the need to be connected anywhere and everywhere, brands will have plenty of opportunities to blend into this intuitive digital ecosystem. 007 008 009 010 011 Mouse over numbers to expand, click for more information 012 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY 014 CONTACT

24 14 TRENDS FOR 2014 14 TRENDS FOR 2014 001 002 003 004 005 006 Rediscovering serendipity 007 In response to the pervasive digital aspects of consumers’ lives, we can expect a renewed interest in the spontaneous moments associated with the real, offline world. 008 009 010 011 Mouse over numbers to expand, click for more information 012 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING CONTACT EXECUTIVE SUMMARY 014 CONTACT

25 14 TRENDS FOR 2014 14 TRENDS FOR 2014 001 002 003 004 005 006 007 Changing retail environment 008 Providing consumers with a consistent shopping experience across channels, having channels work together and allowing consumers to access multiple shopping channels simultaneously through an ‘omni-channel’ shopping approach. 009 010 011 Mouse over numbers to expand, click for more information 012 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY 014 CONTACT

26 14 TRENDS FOR 2014 14 TRENDS FOR 2014 001 002 003 004 005 006 007 008 Disruptive force of emerging markets 009 The rise of middle-class consumers in emerging markets are leading to radical shifts in business models and the types of products they are producing and at which price points. 010 011 Mouse over numbers to expand, click for more information 012 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY 014 CONTACT

27 14 TRENDS FOR 2014 14 TRENDS FOR 2014 001 002 003 004 005 006 007 008 009 Exclusive collaborations 010 Big name brands are collaborating in order either to maximise their impact on the market or enter markets where they previously had no presence. 011 Mouse over numbers to expand, click for more information 012 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY 014 CONTACT

28 14 TRENDS FOR 2014 14 TRENDS FOR 2014 001 002 003 004 005 006 007 008 009 010 Owning the second screen 011 With 90% of all media interactions being screen-based, consumers are now moving across screens simultaneously to get things done. Mouse over numbers to expand, click for more information 012 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY 014 CONTACT

29 14 TRENDS FOR 2014 14 TRENDS FOR 2014 001 002 003 004 005 006 007 008 009 010 011 Mouse over numbers to expand, click for more information The versat-aisle shopper 012 Consumers are demanding more from their shopping experience. Smartphones will become indispensable in-pocket shopping assistants and retailers should therefore increase in-store efficiency, whilst providing consumers with increased control over the way they shop . 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY 014 CONTACT

30 14 TRENDS FOR 2014 14 TRENDS FOR 2014 001 002 003 004 005 006 007 008 009 010 011 Mouse over numbers to expand, click for more information 012 Need for short-form content 013 With the overwhelming amount of content and information we now have access to at our fingertips, consumers have an ongoing need to have bite size and engaging content. INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY 014 CONTACT

31 14 TRENDS FOR 2014 14 TRENDS FOR 2014 001 002 003 004 005 006 007 008 009 010 011 Mouse over numbers to expand, click for more information 012 How demographic and lifestyle changes are leading to a shift in family dynamics. 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY The new 21st century family 014 CONTACT

32 Consumer in control 14 TRENDS FOR 2014
CONSUMER TREND 001 Technology and the social revolution has forever transformed the consumer’s demands and expectations of brands and advertisers. They expect to be engaged in two-way dialogue and appreciate relationships of fair exchange. 002 Marks & Spencer have recently been voted the most transparent UK company. Consumers will forgive mistakes if brands own up, and they won’t forgive if they’re covered up. Axicom, one of the world’s largest data brokers, has been prompted to let consumers see the sort of data collected about them via it’s URL: aboutthedata.com. Sources: nVision (2013), Trendwatching.com and Warc In the past, there has been a power struggle between brands and their consumers; it was very much ‘them and us’. This is now changing. As awareness of how brands use people’s data grows, so does the demand for reclaiming control of this information. A relationship of fair exchange for this information will have a positive impact on attitudes towards these brands. Rising expectations in terms of the honesty, transparency and ethics of brands also mean that consumers will constantly demand more and actively communicate dissatisfaction when they don’t get what they want. They are no longer content with being talked at by brands and appreciate it when brands listen to them. WHAT THIS MEANS FOR BRANDS In order to ensure and maintain a long-term relationship with consumers, brands need to be completely transparent about their product or service – even when things go wrong. If brands are proactive in searching out opinions of the public, a mutual respect will develop. Brands should help facilitate conversations and ensure a two-way dialogue. Media will act more of a meeting point. 2013 003 004 005 006 “I would like more control over the personal information I give companies and the way in which it is stored” 007 008 009 010 011 012 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY 014 CONTACT

33 Discount forever 14 TRENDS FOR 2014
CONSUMER TREND 001 The global financial crisis and recessionary aftershocks of the late 00s and early 10s were largely responsible for pushing a greater scrutiny of personal outgoings and household budgeting to the top of the list of consumer priorities. 002 The recession and its aftermath has brought about newly changed consumer who is now more focused on price than ever before. Budgeting, trading down and locating the best possible price has become more of the norm. With price coming under intense scrutiny since the crash and consumers more at ease finding the cheapest deal, we have seen a rise of tools, both online and on-the-go that can help with price comparison and locating deals. With some taking pleasure in creatively budgeting, this trend will probably endure well beyond the return to full global economic health. With many consumers constantly re-evaluate what they are spending their money on, there is a rising demand for cheaper alternatives to expensive products, in the telecoms and automobile industries, for instance. WHAT THIS MEANS FOR BRANDS The search for absolute value in many sectors will persist – although this will not be linked exclusively to the lowest price alone and other factors like brand name, quality and perceptions will play a large role in purchasing decisions. Brands need to ensure that they maximise “share-of-wallet” by reframing value and ensuring that communications focus on emotional rather than functional benefits. Sources: nVision (2013), Trendwatching.com and Warc 2010 2012 2013 ‘I carefully budget my personal finances each month’ Fridge Friend, UK allows consumers to track the use-by dates of products stored in their refrigerator and then receive recipe suggestions to use ingredients already bought. 003 004 005 006 007 008 009 010 011 012 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY 014 CONTACT

34 Entrepreneurial spirit
14 TRENDS FOR 2014 Entrepreneurial spirit CONSUMER TREND 001 There will be a continued drive in terms of the personal ambitions linked both to financial and educational rewards as well as crowdsourcing innovations and involvement. 002 Sources: nVision (2013), Trendwatching.com and Warc WHAT THIS MEANS FOR BRANDS Brands have a real opportunity to help facilitate these connections. While many are already allowing consumers to be part of their story involvement will drift more into the mainstream in Brands will also further adapt to give consumers a more individual experience of their products. Emphasis should be placed on conversations – consumers want to communicate with brands they use and appreciate it when brands listen. The success of crowdsourcing platforms such as RocketHub and Kickstarter demonstrates the sheer size of this entrepreneurial demand. Over recent years there has been a continued drive of personal ambitions for both financial, educational and altruistic rewards. Consumers are feeling increasingly compelled to take active involvement in their own communities to promote positive change, as well as investing more into themselves as individuals. Spurred by the rise of social media platforms, consumer have become much more proactive in doing things for themselves and many sectors are already being transformed. In education for example, we have seen a rise of open online courses that provide new and inexpensive ways for people to learn and in travel, sites such as Air bnb allow homeowners to become ‘micro-entrepreneurs’ by renting out any spare rooms to short-term guests. This open-source, entrepreneurial culture has the potential to disrupt entire industries. Qatar-based telecommunications brand Ooredoo and Cherie Blair Foundation unveiled an initiative to help women in Myanmar sell prepaid airtime to other community members. Participants get small-business training and start-up kits that include a mobile phone, promotional content, and an operating manual. Ooredoo plans to train 30,000 women by 2016. Yes Yes, if rewarded Don’t Know No Willingness to contribute to a brand’s new products, advertising or marketing campaign in the future. 003 004 005 006 007 008 009 010 011 012 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY 014 CONTACT

35 Renewed food focus 14 TRENDS FOR 2014
CONSUMER TREND 001 Customers will continue to look for additional functionality and transparency in the food they purchase and consume. They are willing to support local suppliers. 002 There is a new focus on food. From initial transparency solely around where and how ingredients are sourced, the focus is moving more towards the whole consumption process - from the welfare of the people who farm the ingredients right through to packaging. Consumers are now putting ethics at the forefront of their purchasing decisions and hedonistic consumption is becoming apparent. Food is also fast becoming the focal point for bringing communities together and there is a desire for a new type of collectivism which revolves round the sharing of skills, produce and materials. Food trading, foraging and food swapping movements are becoming more commonplace. Consumers are also seeking out luxurious experiences in their purchases. Entrepreneurial individuals are thinking of increasingly quirky and inventive ways of serving up food and drink and street food and pop-ups have become very popular across Europe. WHAT THIS MEANS FOR BRANDS Brands that operate within the food and drink sector will need to look for new opportunities for tapping into a trend that goes back to locality and sustainability. In addition, with the rise of independent publications devoted to food, we should remember the importance that the food and drink culture holds for consumers. Sources: nVision (2013), Protein Audience Survey 2013, Trendwatching.com and Warc Collaborative food events celebrating local and home-grown produce, such as the Food Swap which originated in the US, are just beginning to take off in Europe. Local sourcing driving the rise of street food pop-ups like Engine. Consumers will also continue to seek out authenticity and experimentation through their food and a number of start-ups, supper-clubs and kitchen incubators (like Kitchenette, London) will help to provide this. 003 004 005 006 007 008 009 010 011 012 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY 014 CONTACT

36 The polarisation of luxury
14 TRENDS FOR 2014 The polarisation of luxury CONSUMER TREND 001 The meaning of luxury has changed, and genuine luxury must fight to retain the definition of rarity against more accessible forms such as designer high street items or luxury ready meals. 002 Post recession, the definition and meaning of luxury have changed. A rise in the application of luxury aesthetics to everyday goods and the success of high-street and high-end designer collaborations (for example, Isabelle Morant for H&M) has made luxury more accessible. While some argue that this has led to a democratisation of luxury, others argue that it has opened up a market to include a new tier of luxury. Luxury brands have also moved into spaces other than their own operating category, giving consumers the opportunity to buy into the brand without the big price tag. Those who are already purchasing traditionally defined luxury goods talk of luxury in experiential terms; it’s less about showing off your purchase and more about having exclusive access to unique experiences. It’s more than likely luxury will see a further shift from the material to the experiential in order to protect this side of their business. WHAT THIS MEANS FOR BRANDS Brands have the opportunity to redefine luxury further. Its application can extend much further beyond expensive products where brands infuse luxury into day-to-day items and via one-off and unique experiences. Additionally, as we move into a culture of aesthetic upgrade, the trend will be at its most effective in the telecommunications and consumer goods sectors. Definitions of luxury (UK): Top 10 Sources: nVision (2013), Trendwatching.com and Warc Brands are moving more into spaces other than their own operating category. For example, Louis Vuitton have branched out into travel books. 003 004 005 006 007 008 009 010 011 012 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY 014 CONTACT

37 The mobile empowered consumer: intuitive technology
14 TRENDS FOR 2014 The mobile empowered consumer: intuitive technology CONSUMER TREND 001 With consumers feeling the need to be connected anywhere and everywhere, brands will have plenty of opportunities to blend into this intuitive digital ecosystem. 002 Consumers feel the need to be connected anywhere and everywhere and expect information to accompany it. Smartphones are almost becoming an extension of the consumers themselves - rarely leaving their side. They, along with wearable technology (such as Nike’s Fuelband), will become so ingrained in people’s lives that we’ll eventually scarcely even notice them. In time, we can expect the smartphone screen to slowly disappear. The Internet of Things will also mean that everything will soon become connected - not just people, but objects and places. The digital ecosystem will develop intuitively across platforms and devices, making everything work together much more seamlessly. As consumers become more comfortable with handing over their data, the more personalised technology will become. Future technology and connectivity will become more intuitive, passive, automated and require less input from us. WHAT THIS MEANS FOR BRANDS Moving forward, brands will have plenty of opportunities to blend into this intuitive digital ecosystem. The challenge for advertisers will be how to sync with the consumer’s frame of mind without interrupting their task. Thinking should be shifted from how and where brands can advertise on mobile platforms, to how brands can blend more seamlessly into consumers’ mobile lifestyles. With consumers having the power to filter out irrelevant messages, it is essential that brands work harder in a more human way in order to draw attention to themselves. Sources: nVision (2013), Trendwatching.com and Warc Nike’s Fuelband has sparked a chain reaction in wearable technology driven by the need for the quantifiable management of the self. Other examples of wearable devices including Kickstarter projects such as the Pebble watch, which can control your smartphone. The Google Self Drive car which is still in development (no confirmed release date) will take us into uncharted territory, creating new opportunities for both the consumer and the industry. 003 004 005 006 007 008 009 010 011 012 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY 014 CONTACT

38 Rediscovering serendipity
14 TRENDS FOR 2014 Rediscovering serendipity CONSUMER TREND 001 In response to the pervasive digital aspects of consumers’ lives, we can expect a renewed interest in the spontaneous moments associated with the real, offline world. 002 The digitalisation of consumers lives and the access to a wide range of information, have in some ways, eroded the sense of surprise and serendipity from everyday lives. While there has been an all-embracing demand for technology to simplify the decision-making process, it has resulted in an aversion to risk, limiting opportunities for novel and unique surprises. The yearning for risk-taking however hasn’t disappeared entirely - it has simply been re-defined. Spontaneous moments now occur in manageable doses or ‘controlled risks’ – for example agreeing to something unexpected, or having defined preferences saw consumers move away from the simple acquisition of products to more experience- driven consumption where surprise is central to this - a great example of this is the Secret Cinema movement. Risk is glamourised, yet real risks are rarely taken; this trend sees brands re-introducing risk to the risk-averse. WHAT THIS MEANS FOR BRANDS With a renewed interest in discovering new and potentially ‘risky’ things, brands should think about providing more opportunities for spontaneous moments in the real, offline world. While technology has been a driver in uncovering serendipity and removing any danger associated with choice, we can also use it to rediscover serendipity. Sources: nVision (2013), Trendwatching.com, Mintel and Warc American Express launched Nextpedition, a surprise holiday package in which, after filling out an online quiz outlining preferences, customers left their holiday itinerary up to them. The Amabam monthly package provides a surprise retail offer which contains materials for a new hobby. Interflora has generated positive word of mouth by delivering a bouquet of flowers through a personal and trusted service to cheer people up when they had complained about their day over the social media. 003 004 005 006 007 008 009 010 011 012 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY 014 CONTACT

39 Changing retail environment
14 TRENDS FOR 2014 Changing retail environment RETAIL TREND 001 Providing consumers with a consistent shopping experience across channels, having channels work together and allowing consumers to access multiple shopping channels simultaneously through an ‘omni-channel’ shopping approach 002 The retail landscape is experiencing change. While we have plentiful opportunities to shop online, retailers are also giving new reasons for shoppers to spend time in their physical spaces. Mobile technologies are helping to enhance and extend the shopping experience and lines between online and offline shopping experiences are becoming blurred. With technologies that have already been implemented like fingerprint scanning, 360˚scanners and OOH virtual shopping walls, it has meant that alongside mobile apps, smartphones have and will further become, indispensable pocket shopping assistants. In addition, the retail space itself is changing. Experience-driven shopping experiences are becoming increasingly common as the physical is overlaid with the digital. Brands are increasingly creating immersive brand experiences, allowing consumers to be engaged fully in the brand across all 5 senses. Furthermore, there is an emphasis on shifting from a multi-channel to an ‘omni-channel’ shopping experience providing consumers with a consistent shopping experience across channels and multiple devices. It is important to consider that, while the retail landscape is changing, online retail growth still remains the largest growing shopping channel. WHAT THIS MEANS FOR BRANDS At a time when retailers and brands are struggling to entice reluctant, hard-headed shoppers, brands need to ensure that their channels work together seamlessly to create the best, unique online and offline retail experience. These channels need to help arouse consumer curiosity by creating buzz, delivering unique experiences and perhaps even eliciting an impulse buy. Both the physical & digital worlds need to be connected through all-in-one experiences. Sources: nVision (2013), Trendwatching.com, eMarketer, Mintel and Warc Tesco is trialling interactive virtual store at Gatwick Airport, for holidaymakers to pre-order groceries (UK, 2012). In 2012 Burberry Regent Street, London brought its digital world to life in a physical space, where customers could experience every facet of the brand through immersive multimedia content. 003 004 005 006 007 008 009 010 011 012 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY 014 CONTACT

40 Disruptive force of emerging markets
14 TRENDS FOR 2014 Disruptive force of emerging markets ECONOMIC TREND 001 The rise of middle-class consumers in emerging markets are leading to radical shifts in business models and the types of products they are producing and at which price points. 002 The rise of middle-class consumers in emerging markets are leading to radical shifts in business models and the types of products they are producing. Global brands are producing innovative designs, reducing manufacturing costs and therefore offering cheaper entry price points. The telecom and automobile industries have been the first to benefit from this and balancing the affordable with product functionalities will be key focus for these consumers. With emerging markets accounting for nearly 50% of the world’s total consumption and China and India accounting for two-thirds of this expansion alone, brands need to continue to identify opportunities for growth within these untapped markets, especially as they are up against aggressive local players. With many consumers in these emerging markets having only one Internet-enabled device, mobile and mobile video will be a key advertising channel. WHAT THIS MEANS FOR BRANDS For global brands wishing to extend further into these markets, providing a strong value proposition will be key. The needs of these emerging markets have the potential to disrupt entire industries by offering cheaper entry and price points - brands should also look for opportunities within NPD. Mobile optimisation also needs to be strong for global brands operating in these regions as, quite often, access is mainly through a tablet or mobile device. A test and learn culture with optimisation needs to be implemented now rather than later, to ensure that brands are ready for any immediate growth in these markets. Sources: nVision (2013), Trendwatching.com and Warc India's Tata Motors‘ car, the Nano priced at US$2,900 is the cheapest car in the world. ‘’Afrinolly’ – an app that provides “African movies in your pocket”. 003 004 005 006 007 008 009 010 011 012 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY 014 CONTACT

41 Exclusive collaborations
14 TRENDS FOR 2014 Exclusive collaborations RETAIL TREND 001 Big name brands are collaborating in order either to maximise their impact on the market or enter markets where they previously had no presence. 002 Big name brands are collaborating in order either to maximise their impact in market or enter markets where they previously had no presence. It has become an increasingly popular way of supercharging innovation. Even the most successful companies have benefited from participating in a joint project or venture with another complementary brand, and consumers are increasingly more receptive to the collaborative approach.  Examples of brand collaboration have been present across all types of categories from Evian water and French fashion designer Courreges, to exclusive TV partnerships such as Breaking Bad and Netflix with even boy bands coming together. More adventurous collaborations from unexpected combinations of brands are also increasingly likely. WHAT THIS MEANS FOR BRANDS In order to ensure and maintain a long-term relationship with consumers, brands need to be completely transparent about their product or service – even when things go wrong. If brands are proactive in searching out opinions of the public, a mutual respect will develop. Brands should help facilitate conversations and ensure a two-way dialogue. Media will act more of a meeting point. Sources: nVision (2013), Trendwatching.com and Warc Netflix partnered up with Breaking Bad to provide an exclusive deal for their customers. Spotify partnered up with German Telekom to provide a mobile phone contract that enables to stream music via Spotify without straining any data traffic limitations. 003 004 005 006 007 008 009 010 011 012 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY 014 CONTACT

42 Owning the second screen
14 TRENDS FOR 2014 Owning the second screen MEDIA TREND 001 With 90% of all media interactions being screen-based, consumers are now moving across screens simultaneously to get things done. 002 From smartphones and tablets to laptops and television, 90% of all media interactions today are screen-based. Consumers now move among screens to get stuff done: simultaneously and sequentially. Smartphones and tablets have become the enablers of two dominant forms of viewing multi-tasking. Simultaneous ways of consuming media are growing, such as ‘media meshing’ (multiple devices simultaneously used to enhance a media experience by communicating or interacting with what they are viewing) and ‘media stacking’ (using multiple devices simultaneously to conduct unrelated tasks while watching TV). With each mobile device having a different role, it is important for us to understand how the consumer uses these screens. For example, smartphones keep us connected, tablets keep us entertained and computers keep us productive and informed. With multi-screen behaviour moving more mainstream, it is essential that brands own the second screen. WHAT THIS MEANS FOR BRANDS Brands need to engage with their consumers with meaningful and shareable content to provoke conversation, interaction and an emotional connection. Media should increasingly be thought of as a meeting point and brands need to think less about using media based on customer journeys & purchase funnels and more about choosing media based on how they can build bespoke personal relationships and friendship funnels. The way we think about channels should be changed. We should move away from traditional purchase funnel thinking (e.g. TV always = awareness) to more contemporary thinking (e.g. TV = a big doorway into an even bigger story whilst simultaneously delivering ROI). Sources: nVision (2013), Trendwatching.com, iab Europe, Global Web Index, Google Think Insights and Warc Nike’s ‘Write the Future’ is a great example in providing a doorway to a bigger comms story. 003 004 005 006 007 008 009 010 011 012 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY 014 CONTACT

43 The versat-aisle shopper
14 TRENDS FOR 2014 The versat-aisle shopper MEDIA TREND 001 Consumers are demanding more from their shopping experience. Smartphones will become indispensable in-pocket shopping assistants and retailers should therefore increase in-store efficiency, whilst providing consumers with increased control over the way they shop . 002 Mobile technology and the digital revolution have changed the way we shop. Shoppers have a whole range of platforms at their fingertips making them more informed and more connected than ever before. Smartphones are fast becoming pocket-sized shopping assistants. Apps such as Redlaser and Barcoo simplify the product research and decision making process, allowing consumers to make relatively risk-free decisions concerning their purchases. Their frame of reference is no longer what’s immediately in front of them; they have the ability to find the best deal at the click of a button, not just locally but globally online. Having this wealth of information at their fingertips is empowering the consumer. What previously would have been potentially long processes have been condensed into easily digestible technology, not only on smartphones but through digitally-enhanced in store experiences such as touch screen shoppable walls. All of these are being designed to make the shopping experience as smooth and intuitive as possible. WHAT THIS MEANS FOR BRANDS With GPS technology, brands can dominate the in-the moment shopping. With consumers having enhanced their lives with communication technologies, they are primed and ready to see physical spaces being connected and augmented with synesthetic expression. Sources: nVision (2013), Trendwatching.com, Brandwatch, Initiative – The New Power of Television and Warc This summer, as an effort to encourage mobile shopping, eBay installed touch-screen windows in NYC allowing customers to order items from the Kate Spade Saturday collection. Which of these kinds of apps do you use at least once a month? ‘Shopping Apps’ 003 004 005 006 007 008 009 010 011 012 013 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY 014 INTRODUCTION TO KEY TARGET AUDIENCES CONTACT

44 Need for short-form content
14 TRENDS FOR 2014 Need for short-form content MEDIA TREND 001 With the overwhelming amount of content and information we now have access to at our fingertips, consumers have an ongoing need to have bite size and engaging content. 002 With the overwhelming amount of content and information we now have access to at our fingertips, consumers have an ongoing need to have bite size and engaging content. In addition, consumers are now not just consuming media but also creating and sharing it themselves. The way potentially complex information is laid out has a big influence on how much of it is consumed. WHAT THIS MEANS FOR BRANDS Brands should take advantage of this entrepreneurialism and provide consumers with ingredients and content that they can adapt, improve and share amongst their networks. Making use of the creativity of a brand’s customer- base not only produces a better output, it also builds a bond between brand and customer. It is, therefore, important to provide all communications with a content that can engage people and make them want to share it. Content should generate interaction with consumers and offer them a social currency - something they want/need to share with their social network rather than an intrusive or commonplace sales message. If brands can have a voice in either short video space, then a long-term strategy is needed in order to meet Vine and Instagram’s growing audience numbers. Sources: nVision (2013), Trendwatching.com, eMarketer, Mintel and Warc Vine requires users to tell their stories within a very short period of time. Whether it’s conveying an emotion, a joke, or a mini-story, Vine creators only have seconds to get their point across to viewers.  One Second Everyday prompts users to capture a clip of their life each day. Users can edit each clip down to one second, and each clip is then saved to a calendar. Clips then play in chronological order to create a short film. 003 004 005 006 007 008 009 010 011 012 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY 014 CONTACT

45 The new 21st century family
14 TRENDS FOR 2014 The new 21st century family CONSUMER TREND 001 How demographic and lifestyle changes are leading to a shift in family dynamics. 002 Changing demographics and lifestyle preferences are leading to a shift in family structures (more divorce, delayed family formation, smaller family sizes). Despite the significant rise of cohabitation and singletons, the resilience of the multigenerational, or vertical, family is striking. The effects of our aging society naturally increase the number of generations per family. Intergenerational relationships are inevitably affected, with families becoming more organised, democratic and egalitarian (everyone becomes involved in the decision-making process) and operating as a real team. Also, with life stages being less linear, as more people re-marry and have more children, new family dynamics arise. Meanwhile, people in many places are marrying later and postponing children, which gives them less reason to move out from the safety and care of their parents’ home at a young age. This type of behaviour is also promoted by the grim financial climate in much of the old world. One of the evolutions in terms of family dynamics, highly influenced by a liberalising tendency inside many countries, is an increasing acceptance of gay marriage. However, while in some countries this is now commonly accepted (like Germany and Holland), in other markets, such as India, Turkey and Russia, there is still some strong opposition to gay unions. WHAT THIS MEANS FOR BRANDS The modern family is both an economic and choice- making unit, and as more generations (grandparents and children) are taken into consideration in purchase decisions, brands need to engage with all the different players. There is also a place for brands that speak directly to modern families, embracing their new dynamics. Sources: nVision (2013), Trendwatching.com, eMarketer, Mintel, Resolution UK Future of Britain and Warc Mammas and Papas (UK based nursery brand) latest advertising campaign reflects the diversity of families in society. MyLovelyParent.com is an online dating site inviting adult children to find potential partners for their divorced, separated, widowed or otherwise single parents. Banco do Brasil began offering mortgages to same-sex couples. The lending scheme protects both partners and their children in the event of divorce, separation or death. 003 004 005 006 007 008 009 010 011 012 013 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY 014 CONTACT

46 14 TRENDS FOR 2014 INTRODUCTION TO KEY TARGET AUDIENCES
TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

47 AUDIENCES TARGET TARGET AUDIENCES TRENDS AMONGST KEY TARGET AUDIENCES
INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

48 AUDIENCES TARGET TARGET AUDIENCES TRENDS AMONGST KEY TARGET AUDIENCES
INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

49 TARGET AUDIENCES MEET THE MILLENNIALS MORE RESOURCESFUL LIVING EXPERIENCES NEW MEANING OF HAPPINESS DESPITE THE CIRCUMSTANCES, THEY ARE POSITIVE AND OPTIMISTIC ABOUT THE FUTURE OUTLOOK Entrepreneurial thinkers Looking outside the box to do things Live in the experience economy: experiences to be fulfilling, individual and enriching Happiness is seeking meaning Consuming experiences to get more out of life Priorities have changed: they want to be independent and having a family is not a priority New meaning of happiness Despite the circumstances, they are positive and optimistic about the future outlook and have learnt to be more resourceful They live in the Experience Economy and they expect these experiences to be fulfilling, individual and enriching Sources: OMG Millennials Study, 2011. INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

50 RESOURCEFUL More TARGET AUDIENCES
Millennials are independent, entrepreneurial thinkers who are more ambitious than previous generations and have a passion for money. They thrive on challenging work, creativity and expression and also love freedom and flexibility. They are a generation used to looking outside traditional ways of doing things and use open- source crowdsourcing as a way of finding other people who share the same interests, political views and charitable engagements. Millennials make use of the resources they have both offline and online and utilise them to their best advantage - both in terms of an entrepreneurial and charitable spirit. With many Millennials seeking to enhance their portfolios of social and cultural capital, they will continue to seek, build and improve knowledge and skill-sets. The day-to-day behaviour of Millennials is also crowd-sourced, whether this involves recommendations for a restaurant, reviews of a product online or simply advice from their own social networks. WHAT IT MEANS FOR BRANDS Millennials expect brands to help equip them with the virtual tools that empower them and allow them to make a difference. Brands that offer experience-rich forms of consumption and draw momentum from the accumulation of social capital trend, will benefit the most Sources: Future Foundation, Experience Economy; OMG Millennials Study, 2011 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

51 EXPERIENCE Living TARGET AUDIENCES
Millennials live in the Experience Economy and they expect these experiences to be fulfilling, individual and enriching. They are a ‘Spend Less, Experience More’ group who seek authentic, one-off, unique experiences and are keen to document the event before, during and after. There is a constant need to share the moment - all leisure is lived out loud. Millennials are used to constant connection and feedback with their friends... and they expect this from brands too. The Fear of Missing Out (FOMO) trend is prevalent here, especially within the Millennial generation, yet many know that social media are actually FOMO-inducing. WHAT IT MEANS FOR BRANDS Living in the Experience Economy will encourage Millennials to seek improvements across more and more aspects of their daily lives. They will want to find more fulfilling leisure moments, and be accomplishment-rich wherever and whenever possible. Brands/companies will need to do more than just push a product, i.e. invite or grant exclusive access to involvement as co-creation is highly valued Sources: Future Foundation, OMG Millennials Study, 2011; Future Foundation, 2013; Global Web Index, 2013. INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

52 HAPPINESS New meaning of TARGET AUDIENCES
Millennials are a group who seek authentic, one-off, unique experiences as they realise that happiness comes from the relationships and non- material things that provide deeper meaning. The emergence of more invitations to engage in experiential rather than materialistic forms of consumption may possibly be attributed to the fact that Millennials are becoming less materialistic. For Millennials, happiness is seeking meaning. They consume experiences to derive more from life and are constantly re-evaluating what matters, what makes them feel good and what they can afford to experience. WHAT IT MEANS FOR BRANDS The appeal of materialism will be increasingly questioned as Millennials want brand encounters to leave them feeling warm and positive and are quick to look elsewhere if disappointed. Brands, which attempt to leverage happiness as an opportunity to engage in consumer-facing dialogues combined with a desire to achieve personal contentment, are expected to become key. This is especially so for Milllennials who expect brands to be honest and to help them in their quest to make a difference. Millennials are brand literature and marketing savvy and so will reject spun or shallow brands in favour of the deep and the real. Sources: OMG Millennials Study, 2011. INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

53 A GLOBAL SNAPSHOT Media Consumption across Millennials: EUROPE:
TARGET AUDIENCES Media Consumption across Millennials: A GLOBAL SNAPSHOT EUROPE: In Europe, Millennials value social networking, spending the majority of their time online. They are also more likely to own smartphones and other mobile devices allowing them to keep connected no matter where they are. In Europe, Ireland is the most engaged in sharing live status updates about events and restaurants, 27% and 17% respectively. While Germany is the least engaged in sharing their status updates about events and restaurants, 9% and 5% respectively. They also use their mobile devices to access both live and downloaded TV content. For them , mobility tops of their priorities. Regarded as the First Global Youth Generation Whilst Generation X can be captioned by MTV, the Millennials are clearly defined across the world as the generation shaped by social media. Social media have given the Millennials access to a much broader world, both locally and globally. Where Generation X looked to smaller sets of markets for inspiration, the Millennials are much more aware of a wider world around them where cultural influences are as likely to come from India as the USA. Their global mindset has influenced the Millennials’ appreciation for advertising that is entertaining and educational, as well as inclusive where it encourages involvement or brings people together. Even though the Millennials appreciate advertising that is inclusive, they also value their personal space – so advertising treads a fine line between inclusivity and invasiveness. Never underestimate the influence and noise that the Millennials can make about brands both on and off line. Sources: Future Foundation, OMG Millennials Study, 2011; Future Foundation, 2013; Global Web Index, 2013. INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

54 TARGET AUDIENCES WOMEN PRIORITIZING WORK & CAREER OVER MARRIAGE & CHILDREN MUMS ARE TIME-PRESSURED SHOPPERS MUMS RELY ON DIGITAL TO HELP MANAGE THEIR HECTIC LIFESTYLE MEET THE MUMS THE ROLE OF WOMEN IS EVOLVING, WITH MORE MOTHERS RE-JOINING THE WORKFORCE AFTER HAVING CHILDREN MORE OFTEN THAN SOME YEARS AGO. THE EVOLVING ROLE OF MUMS Childcare might still be regarded primarily as the mother’s responsibility, but this is changing in more and more countries. In Denmark, several child centres such as Fars Legestue (Dad’s Playgroup) are specifically aimed at fathers who want to bond with their new born baby. And labour market regulation across Europe has long since focused on paternity rights and responsibilities. Public policy in the USA is heading in the same direction. But, there is still an uneven distribution of domestic duties across the world. Housework is still being seen as being the woman’s responsibility, which puts pressure on working women and mums in particular. Sources: Future Foundation. “Men should be primarily responsible for earning a living for the family and women for raising children/taking care of the house” Amount of time (minutes) spent on unpaid work each day INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING CONTACT EXECUTIVE SUMMARY

55 Mean age of UK mother at birth of a child
TARGET AUDIENCES Women prioritizing work & career over MARRIAGE & CHILDREN There are high workplace expectations for women. 38% agree “it is important to me that I work for an established and well-recognised employer”. By 2010, over a third of women in the labor force were college graduates.” Women’s enrolment in higher education, widespread career-building aspirations and a weakening in cultural importance attached to marriage as an institution and liberalizing attitudes towards pre-marital cohabitation and relationship-building are all factors changing the traditional structure of women’s lives. In recent decades, more and more women have been able to enjoy professional success and the financial independence that this brings – in developed and developing markets alike. “On the whole, women are pretty confident that they will make more than their mothers have done in the past (and still do). I, for example, have a master’s degree and already make more money than my mother did in the past (she was also just promoted but I’m still making better money than her). Women in the target group are more likely to want to be acknowledged for their career and personal successes, including family (even if we are having kids later)”. Female, 31, NYC, New York Factors behind life-stage delay: higher education and career-building | “I think in general that my generation is confident about earning more than our mothers’ generation; most young women have been through higher education whereas many of our mothers did not… We want to be recognised for intelligence, personality, and generally being interesting and engaged people. We also want to be recognised for our careers, and to a lesser extent how much money we earn and the brands we use / wear”. Female, 30, UK Age at first marriage : Trending upwards in the UK Sources: Infuz, Moms and the Digital Ecosystem; eMarketer, Mom Bloggers in Select Countries, May 2012; iab Europe, Mediascope Europe, February 2013. Mean age of UK mother at birth of a child 1981 : : 29.7 INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

56 TIME-PRESSURED SHOPPERS
TARGET AUDIENCES Mums are TIME-PRESSURED SHOPPERS There is a common belief that time pressure in our day-to-day lives is becoming more intense; nevertheless, it doesn’t seem to have increased much over the years. However, certain groups tend to perceive it more acutely than others - mums being one of them. Mums are juggling family, work and domestic tasks, and quite often there do not seem to be enough hours in the day to do everything. One result of this is a strong demand among mums for time-efficient and convenient services, with Click & Collect being especially popular. Products that offer intelligent recommendations that can help them save precious time will also be appealing. “I am often under time pressure in my everyday life” “How interested would you be in a home delivery which brings the groceries to your door at precisely the time you prefer?” % who are very or quite interested All Adults: 58% Sources: Future Foundation, 2013; BabyCenter 21st Centre Mum UK, 2013 . PARENTS MUMS INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

57 HECTIC LIFESTYLE Mums rely on digital to help manage their #1 #2 #3 #4
TARGET AUDIENCES Mums rely on digital to help manage their HECTIC LIFESTYLE DIGITAL MUMS USE THE INTERNET WHILST WATCHING TV 55% of European Mums go online when watching TV (65% of those during peak time) #1 DIGITAL MUMS ARE MORE ACTIVE ON PERSONAL SOCIAL MEDIA NETWORKS 92% of Brazilian Mums use Facebook #2 INTERNET MAKES MANAGING THEIR LIFESTYLES EASIER 74% of European Mums say they are more able to keep in touch with friends/family online #3 DIGITAL MUMS ARE KEEN AND SOPHISTICATED ONLINE SHOPPERS 40% of US mums have shopped using a mobile browser in the past 30 days #4 MUMS ENJOY GAMING US Mums spend twice as much on video games as the general population (203 index) #5 MUMS SPEND MORE TIME ON THEIR MOBILE DEVICE 50% of UK Mums say they couldn’t live without their smartphone #6 Sources: Total Beauty, USA, Babycenter USA; Comscore; iab Europe INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

58 A GLOBAL SNAPSHOT Media Consumption across Mums: EUROPE:
TARGET AUDIENCES Media Consumption across Mums: A GLOBAL SNAPSHOT EUROPE: TV remains the preferred media channel for European mums with 97% tuning in for roughly 17.1 hours a week. 69% read newspapers, 65% listen to the radio and 56% read magazines. Mums in Europe are increasingly going digital with a 77 % increase in online use among mums since 2004 seeing 69% of European mums going online. Mums also multi- task using media. 55% of digital mums go online while they watch TV. Mums also do their shopping online with 89% carrying put their purchases online . Going Digital Mums are using digital technology more than ever before and an increase in their use of the digital in the coming years is expected. Mums are using digital media to shop more quickly, more easily and with more information. They are also using technology to connect with their friends and families both for information and social interaction. With an increasing number of mums worldwide taking to blogging, mums frequent sites to read and share their opinions on parenting, motherhood, womanhood, brands and life in general. Brands: As more consumers spend more time with digital channels and less time with traditional channels, marketers should be allocating more resources to the digital. Marketers need to focus on how their brand can provide relevance and value within the digital space. Sources: Infuz, Moms and the Digital Ecosystem; eMarketer, Mom Bloggers in Select Countries, May 2012; iab Europe, Mediascope Europe, February 2013. INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

59 SILVER SHOPPERS MEET THE A GROWING OPPORTUNITY DON‘T FIT THE
TARGET AUDIENCES MEET THE SILVER SHOPPERS DON‘T FIT THE STEREOTYPE AGELESS LOOKING TO THE FUTURE A GROWING OPPORTUNITY AN AGEING POPULATION The number of people aged 60 years or over is projected to grow to more than 2 billion by Older people will outnumber the population of children (0-14 years) for the first time in human history. One out of every five people is projected to be in that age group. Source: Population Ageing and Development 2012, United Nations, Department of Economic and Social Affairs, Population Division, People over 50 years old will account for a quarter of the G7 population, which will double by 2030 and triple by 2050 (from 2010 levels) in emerging markets. Globally, an audience that will account for 22% of the total worldwide population. Note: G7 - France, West Germany, Italy, Japan, United Kingdom, United States, and Canada Sources: Warc - We are alive, we are still a target! (2010); OMG Snapshots Fieldwork: January, 2013 across 10 countries (USA, Mexico, UK, Germany, South Africa, Dubai, Australia, Brazil and tier 1 citizens in China and India) INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

60 STEREOTYPE Don‘t fit the
TARGET AUDIENCES Don‘t fit the STEREOTYPE TRADITIONALLY, MARKETERS HAVE CONCENTRATED ON YOUTH AUDIENCES They base this decision on four beliefs: The young are more open to new experiences than older audiences Silver Shoppers are less likely to want to try new brands Silver Shoppers find it hard to cope with new technology The young keep up with the latest trends while older consumers don't I am always willing to try new brands Advertising helps give me ideas about which brands to choose It is important to have good health Own a tablet THESE BELIEFS ARE MISGUIDED. In fact, our Snapshots research shows that the over 50s are as likely to try new brands, to keep fit and to look at information on their own smart/mobile devices as other age groups. It s always worth spending a bit more on brands I want I regularly take part in keep fit activities Own a smartphone Sources: Warc - We are alive, we are still a target! (2010); OMG Snapshots Fieldwork: January, 2013 across 10 countries (USA, Mexico, UK, Germany, South Africa, Dubai, Australia, Brazil and tier 1 citizens in China and India) INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

61 STEREOTYPE Don‘t fit the Attitudes towards health and appearance
TARGET AUDIENCES Don‘t fit the STEREOTYPE Attitudes towards health and appearance Looking good for their age has been substituted by looking young; except in china where advertising seems to be aimed at a younger audience I feel under pressure to look young in today’s society I make an effort to look fit and attractive for my age Most advertising is not aimed at people like me Advertising should include images of people who are my age Source: OMG Snapshots Fieldwork: January, 2013 across 10 countries Q1. To what extent do you agree or disagree with each of the following statements? TRADITIONALLY, MARKETERS HAVE CONCENTRATED ON YOUTH AUDIENCES They base this decision on four beliefs: The young are more open to new experiences than older audiences Silver Shoppers are less likely to want to try new brands Silver Shoppers find it hard to cope with new technology The young keep up with the latest trends while older consumers don't I am always willing to try new brands Advertising helps give me ideas about which brands to choose It is important to have good health Own a tablet THESE BELIEFS ARE MISGUIDED. In fact, our Snapshots research shows that the over 50s are as likely to try new brands, to keep fit and to look at information on their own smart/mobile devices as other age groups. It s always worth spending a bit more on brands I want I regularly take part in keep fit activities Own a smartphone Sources: Warc - We are alive, we are still a target! (2010); OMG Snapshots Fieldwork: January, 2013 across 10 countries (USA, Mexico, UK, Germany, South Africa, Dubai, Australia, Brazil and tier 1 citizens in China and India) INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

62 AGELESS TARGET AUDIENCES
As societies age, attitudes to the ageing process are evolving; reaching one’s middle years need not imply an automatic rejection of concerns about appearance, wellbeing or physical activity. Silver shoppers are an active, aspirational group that will look to continue active, healthy and rounded lifestyles as they age. Age should be less of a determining factor in how the typical person defines him/herself. Q1. To what extent do you agree or disagree with each of the following statements? (Agree slightly and strongly) Advertising should include images of people who are my age Most advertising is not aimed at people like me I make an effort to look fit and attractive at my age I feel under pressure to look young The Silver Shopper feels that they are being overlooked in advertising. Nearly half claim that most advertising is not aimed at them, while over half would like to see more people their age in advertising. 2012 saw Marks and Spencer create an “A-Z of ageless style” guide. The retailer: “ageless style is all about looking good and feeling confident, whatever decade you're in”. “The definition of ‘old age’ is changing. People are living longer and staying active longer. I think much of that activity is attributed to people holding onto their careers/making a living for longer”. Trendspotter, NYC Sources: Warc - We are alive, we are still a target! (2010); OMG Snapshots Fieldwork: January, 2013 across 10 countries (USA, Mexico, UK, Germany, South Africa, Dubai, Australia, Brazil and tier 1 citizens in China and India) INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

63 AGELESS How Silver Shoppers LEAD A HEALTHY LIFESTYLE TARGET AUDIENCES
As societies age, attitudes to the ageing process are evolving; reaching one’s middle years need not imply an automatic rejection of concerns about appearance, wellbeing or physical activity. Silver shoppers are an active, aspirational group that will look to continue active, healthy and rounded lifestyles as they age. Age should be less of a determining factor in how the typical person defines him/herself. Q1. To what extent do you agree or disagree with each of the following statements? (Agree slightly and strongly) Advertising should include images of people who are my age Most advertising is not aimed at people like me I make an effort to look fit and attractive at my age I feel under pressure to look young The Silver Shopper feels that they are being overlooked in advertising. Nearly half claim that most advertising is not aimed at them, while over half would like to see more people their age in advertising. Source: OMG Snapshots Fieldwork: January, 2013 across 10 countries How Silver Shoppers LEAD A HEALTHY LIFESTYLE Across 10 countries Q15. To what extent do you control the following ingredients/types of food you eat? Q14. Which of the following do you do to maintain a healthy lifestyle? 2012 saw Marks and Spencer create an “A-Z of ageless style” guide. The retailer: “ageless style is all about looking good and feeling confident, whatever decade you're in”. “The definition of ‘old age’ is changing. People are living longer and staying active longer. I think much of that activity is attributed to people holding onto their careers/making a living for longer”. Trendspotter, NYC Sources: Warc - We are alive, we are still a target! (2010); OMG Snapshots Fieldwork: January, 2013 across 10 countries (USA, Mexico, UK, Germany, South Africa, Dubai, Australia, Brazil and tier 1 citizens in China and India) INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

64 FUTURE Looking to the TARGET AUDIENCES
Increased focus on brain health Greater focus on the continued care and feeding of our brains, especially given the widespread acceptance that the physical health of our bodies is intrinsically linked to the powers and health of our minds. Consumers will be looking for products and services that stave off the mental effects of ageing, including supplements, devices and activities (e.g., targeted exercise, Sudoku, adult learning). Over the next decade, we can expect to see the emergence of a category of neurological “n” products, including nBoosters, nHancers, nUtrients and nGames. Selling Certainty A lack of consumer trust in product categories related to health and wellness – including food and beverages, pharmaceuticals and insurance – offers great opportunity for businesses to operate with greater transparency. As consumers begin to accept more responsibility for their health, they will be looking for brand partners to promote their progress. Securing the future The emergence of lifestyle diseases such as obesity, heart disease, and diabetes—in emerging markets as well as the developed world—means that the long period of improvement in health outcomes could be reversed and children may die at a younger age than their parents. The global economic crisis is also causing parents to fear for the prospects of the Millennial generation. In emerging economies such as China, stress levels are rising among the young (a third of urban schoolchildren suffer from psychological stress). "The rise of 'lifestyle' diseases has created an urgent need to help people improve their health by changing how they live. Change is not easy, and more resources need to be put against giving people the support and simple tools they need to make lasting modifications. Creating communities centred on a culture of positive change can help make a healthier population a reality. Mutual support within these communities can empower people practically and emotionally in their efforts to live a better, longer life.“ Kate Gill, Managing Director of Integrated Strategy and Planning, Euro RSCG Tonic I worry for my daughter. She will have to face lots of pressures that we did not have to cope with. Financially, it will be hard for her. We are planning to provide for ourselves when we get older, as I do not want to be a burden to her.” Indian consumer These are the things consumers will be looking for in the near future: "What is happening today with health echoes what happened over the last 10 years with the environment. Consumers finally understood that the dramatic expansion of our global population and our limited natural resources mean we have to invent new solutions and change our behaviour if our species is to survive. Once they realized governments couldn't – or wouldn't – do it alone, people stepped up and began taking responsibility.“ Naomi Troni, Global Chief Marketing Officer, Euro RSCG Worldwide Source: WARC; Trendwatching 2012; iab; ‘My body, myself, our problem: Health and Wellness in modern times, Euro RSCG, Prosumer Report, vol. 12, 2012; ‘Reframing well-being: How consumers’ attitudes to wellness are changing, The Futures Company, 2012; OMG Regional Insights INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

65 A GLOBAL SNAPSHOT Media Consumption across Silver Shoppers: EUROPE:
TARGET AUDIENCES Media Consumption across Silver Shoppers: A GLOBAL SNAPSHOT EUROPE: Digital consumption continues to grow year on year, but is still 27% below penetration levels of the total population in With respect to their traditional channel consumption, in 2012 they were in line with the TV and radio consumption levels among the population at large. TV remains the most consumed medium amongst Silver Shoppers, with an average of 19 hours being consumed across Europe per week in Newspapers remain a key source of information. This audience loves to stay informed and, in Europe, they have a 71% penetration level in printed media. Magazines also represent a key interest, but the lack of publications hinders consumption levels. An audience which is still catching up when it comes to the digital devices they own, although they it is predicted that they will own more tablet devices, laptops and internet enabled TV’s by 2020. GLOBAL MEDIA JUNKIES The over-50s are, by and large, media junkies, with a special predilection for printed media and specific TV programming. They are also well disposed to responding to direct mail, as they tend to have rituals for dealing with the mail each day. This said, older people are very resistant to blanket mailings and respond best to documents that convey the impression that they have been specifically targeted. While, in the past, they have been fairly slow to adopt new technology, they are becoming a major factor in internet traffic, particularly using the web to find product information. By now, it is only among the older segments of Silver Shoppers that internet usage remains low alongside regional differences where digital infrastructure reflects the adoption of technology. The consumer health industry is heavily dominated by ATL communication. The economic crisis has created shifts in Western Europe and North America so as to focus more on digital platforms, while Asia Pacific & Latin America continue to build awareness through high reach channels such as TV, Print & Outdoor communication; although digital platform usage is growing. Traditional channels still lead, but the role of the Internet is growing as Silver Shoppers catch up with everyone else when it comes to being digitally savvy Traditional channels remain the key source with which to reach Silver Shoppers; primarily through TV, radio and print. However these are also the media where cut through will be more difficult to achieve. While the online role varies according to region, a common feature among Silver Shoppers is that year olds are more active online compared to the 70s+ segment. . Sources: Nielsen Wire: Marketer’s can’t afford to ignore the baby boomer, Warc: and Iab: Pan European Results – 55+ and local market data; Euromonitor: Selling health: trends in marketing and advertising (2013) INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

66 The Changing Role of ADVERTISING
001 012 014 The Changing Role of ADVERTISING THE CHANGING WORLD AND ADVERTISING LANDSCAPE IS STILL CONSTANTLY CHANGING AND Resolution IS CONSTANTLY THINKING ABOUT HOW WE CAN ADD FURTHER BUSINESS VALUE FOR OUR CLIENTS. Advertising is becoming more complex, less streamlined, and harder to execute and reach audiences at scale. Today, digital media not only present multiple challenges, but also opportunities to extend content and experiences beyond traditional media norms. Omni channel advertising has been gaining momentum. Brands need to use platforms less as siloes, and more as a seamless approach to engaging with their consumers in a meaningful way and across multiple screens at the same time. The rise of the smartphone penetration and tablets is presenting more and more opportunities for advertisers. The increase of smartphone ownership has also encouraged the emergence of new behaviours. INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING EXECUTIVE SUMMARY CONTACT

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INTRODUCTION TO KEY TARGET AUDIENCES 14 TRENDS FOR 2014 TRENDS AMONGST KEY TARGET AUDIENCES THE CHANGING ROLE OF ADVERTISING CONTACT EXECUTIVE SUMMARY


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