Now Next Beyond v2: Making Sense of Change

Now, Next, BeyondVersion #2

January 2015

Mark Holden, Head of Futures

@holdenmw

Why have we done this?

To make practical sense of change:

• Understand it.

• Prioritise based on likely impact to marketing & communication.

• Technology is a driver, but it’s not all about technology.

• The ‘future’ is not static.

This is not futurology – the next wave is already here

Internet: 50 years Mobile: 30 years Social: 10 years

Even if it’s in front of us, change can happen quickly

Aerop

lane

(68

year

s)

Telep

hone

(50

year

s)

Radio

(38

year

s)

Telev

ision

(22

year

s)

PC (14

year

s)

Inte

rnet

(7 y

ears

)

iPod

(3 y

ears

)

Faceb

ook

(2 y

ears

)0

1020304050607080

Technology adoption rates over the last 100 years (reaching 25% adoption)

In the last year…

Now, Next, Beyond

Now

Next 12 months

Critical now

Next

Next 24 months

A rising tide

Beyond

Within 5 years

Clouds on the horizon

Monitor, experiment, planPrepareAct now

Impact

Now, Next, Beyond

Rise of connected TVMarketing personalisation

Integrated commerce

The mobile majorityContent as mediaMultidevice world

Digitisation of mediaData driving media

Co-creation & customisationInternet of useful things

Predictive designMoney 2.0

Attention deficitThe generation gap

Privacy value exchange

Social goes mobileThe power of the ‘1st screen’

Modern familiesWhat recovery?

TV - generational tipping pointMurdered by modernityDemographic reckoning

Confronting climate change

The marketing-media systemNew paths to growth

The real value of socialMeaningful marketingExplicit and implicit

Now Next Beyond

Tech

Behaviour

Practice

Now

TECHNOLOGY

THE MOBILE MAJORITY

The mobile majority

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00%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Smartphone

Tablet

Source: Arena Media forecast (aggregate of penetration data)

August 2015 – the point at which smartphones exceed UK broadband penetration

The OS platform ‘war’ is arguably over

AndroidiOSWindowsOther

September 2013 September 2014

Source: Kantar Worldpanel ComTech September 2014

Whilst the hardware sector is commoditising

We’re moving beyond the ‘landgrab’ into brand services

‘Landgrab’ Enhance products & services

Mobile-friendly touchpoints

Apps

Media integration

Commerce New services

App-like experiences

Location

Mobile CRM

We’re moving beyond the ‘landgrab’ into brand services

‘Landgrab’ Enhance products & services

The big change is how we use (and design) apps

Source: Nielsen July 2014; IPA Touchpoints 5

’We’re reaching an app ‘threshold Two thirds of mobile time is still spent in apps

App-like experiences are likely to embedded more seamlessly into the OS experience

Source: Nielsen July 2014; IPA Touchpoints 5

App experiences directly from notifications’ Card-based design

MULTI-DEVICEWORLD

Multi-device world

Every household in the UK has an average of 4 connected devices:

83% have 2 device or more 66% have 3 devices or more

46% have 4 devices or more 29% have 5 devices or more

1 2 1 2

2

1

Source: IPA Touchpoints 5 2014*Internet connected devices: Internet-enabled TV, fixed PC, laptop, tablet, mobile phone, games console

Device* type in numbers

The PC remains the workhorse for e-commerce

Source: Global Web Index Q2 2014

But all devices have an influencing role to play in user journeys to varying degrees

But all devices have an influencing role to play in user journeys to varying degrees

However, there’s a post-PC world on the horizon

Source: Ofcom Children’s and Parent’s Media Usage and Attitudes Report 2014

Getting equipped for the post-PC world

Universal analytics

Responsive

Design forcomparative advantage

Tablet isn’t an

afterthought

CONTENTAS

MEDIA

Content as media

We’ve seen an acceleration of ‘content as advertising’ in the last year

A fast widening of ‘native’ platforms

Direct Response

Brand

Rich media

Editorial

Content is now the ad ‘substance’ of many digital platforms

5 key developments

Partnerships

Contentdistribution

Platforminvestment

Influencers

Power ofvideo

This requires a shift in emphasis

‘Let’s make…

- Social media stories- Articles- A blog- How-to videos- A programme- A game- Photography- An experience- A stunt video- A product guide- A documentary- A book- With influencers etc.

‘Let’s make some content!’

We need to get specific

vs.

And make choices: why and what we produce

HMG Content Lens

Topics

Tone of voice

Brand platform

Monday 10th November Monday 17th NovemberWednesday 26th November REACTIVE

Idea Idea Idea Idea

How it works How it works How it works How it works

Content pillar Content pillar Content pillar Content pillar

SEO integration SEO integration SEO integration SEO integration

Destination platforms Destination platforms Destination platforms Destination platforms

KPI's KPI's KPI's KPI's

Distribution Distribution Distribution Distribution

Content planning & scheduling

Content can work

62% want to see content directly from their favourite brands

27% want to see branded articles on important issues

90% of consumers find content useful

78% believe brands providing custom content are interested in building good relationships with

them

Source: CMO Council – The Content ROI Centre 2014

It requires a good framework for measuring ROI

Awareness Purchase

Emotional

Rational

Entertaine.g. interactions, sentiment, dwell time

Inspiree.g. search uplift, participation

Educatee.g. purchase intent, brand consideration, CRO

Convincee.g. sales, leads, recommendations, SEO

It requires a good framework for measuring ROI

Awareness Purchase

Emotional

Rational

Entertaine.g. interactions, sentiment, dwell time

Inspiree.g. search uplift, participation,

Educatee.g. purchase intent, brand positioning

Convincee.g. sales, leads, recommendations, SEO

DIGITISATIONOF

MEDIA

Digitisation of media

Sources: Posterscope 2013; Future Source Consulting; BBC News; Ofcom Communications Market Report 2014

59% of UK digital inventory to be traded programmatically by 2017

196,000 digital outdoor screens in the UK; only 4% of ads on them make use

of live content

Programmatic extending to ‘traditional’ media

Digitisation of media

Sources: Posterscope 2013; Future Source Consulting; BBC News; Ofcom Communications Market Report 2014

The World Cup saw more people sharing in real-time than any other

event in history

Dynamic creative is possible across all media types now

Smart TV’s account for 45% of all new TV sales

Digital is not a ‘channel’

It’s not just about campaigns, it’s about service design too

DATA DRIVINGMEDIA

Data capabilities are developing at pace

1st party 2nd party 3rd party

Understanding & managing experiences with one view of the

customer

Fusing customer datasets to fuel new targeting strategies

Enrich insight and targeting with supplementary data

BEHAVIOUR

SOCIAL GOES

MOBILE

Social goes mobile

Facebook60%

Youtube36%

Twitter34%

Instragram20%

Google+18%

Active usage 16-30’s in the UK

16-24’s

Instant messaging platforms are accelerating this

Facebook Messenger

Kakao Talk

Kik Messenger

Line

Skype

Snapchat

Vibe

WeChat

WhatsApp

0% 5% 10% 15% 20% 25%

Facebook Messenger

Kakao Talk

Kik Messenger

Line

Skype

Snapchat

Viber

WeCha

WhatsApp

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Everyone

IM is set to overtake social networking on mobile

The UK’s major players are not all brand-friendly…yet

But there are opportunities to experiment now

Tactical messages Brand stickers Customer service Superfan IM groups

Social on mobile creates new opportunities

Reactive moments More seamless UGC Impulse buying

POWER OF THE 1ST

SCREEN

Power of the ‘1st screen’

76%24%

MeshingStacking

*Millward Brown Ad Reaction 2014; 15-44 multiscreen users

Most dual-screening is unconnected to what’s happening on screen

*Millward Brown Ad Reaction 2014; 15-44 multiscreen users

Though TV clearly does drive social media conversation

Source: Kantar, A year in the life of TV & Twitter in the UK, 2014

And may even help to make programming a little more popular

Source: Kantar, A year in the life of TV & Twitter in the UK, 2014

Even infamous examples struggle to achieve the reach that broadcast ads do

15,885 retweets

6,483 favourites

20,000 likes

108m watched

5.1m tweeted

44,500 ‘engaged’

0.008% of active tweeters

A team of 13

Big TV events are creating a 2nd screen scrum

There are ways to design 2nd screen experiences that scale

Partners Amplified content

There are ways to design 2nd screen experiences that scale

Enhanced experiences Be as good as the 1st screen

MODERN FAMILIES

The modern family unit is in flux

Source: Labour Force Survey - Office for National Statistics

Fewer people getting married Women having kids later

New kinds of household structures emerging

Source: Brand Futures Family of the Future 2014

Parenting Children's education Clothing for children Buying a vehicle Parenting Children's education Clothing for children Buying a vehicleMale Female

18% 16% 16%

45%

27% 25%

70%

12%

74% 76%

32%

48%

71% 73%

27%

64%

I have final/primary say Share decision-making equally

Families ≠ mums

Source: http://www.ipsos-mori.com/Assets/Docs/Polls/global-trends-survey-gender-divide-tables.pdf

More brands are representing (and celebrating) diversity

Some are even making it their campaign idea

WHAT RECOVERY?

Consumer confidence remains negative despite the recovery

Disposable income just isn’t what it used to be

1/3rd of the UK workforce are part-time (the highest since 1992)

Source: Manpower Quarterly Jobs Survey; Institute for Public Policy Research August 2014; Office for National Statistics

Youth unemployment still high at 18%

Earnings < inflation from 2008 - 2013

Something Aldi and Lidl have very cleverly exploited

Trading down and value-shopping behaviours are deeply ingrained

Source: Mintel The Post-Recession Consumer 2014

Creating both challenge & opportunity

Source: Mintel The Post-Recession Consumer 2014

Switched-on consumers

Unprecedented access to comparison

information

Intense brand competition

+ +

GroceriesMid-range carsMusic industryDVD’sAlcohol at homeHigh street travel‘Traditional’ bankingPremium-casual fashion

Property aggregatorsValue retail

Consumer techFast food

Coffee shopsGamingCinema

TV-viewingFilm-streaming

Fast fashion

PRACTICE

THE REAL VALUE OF

SOCIAL

Source: Social Flow August 2014

‘Organic social’ is in decline on Facebook and Twitter

‘Organic social’ is in decline

Source: Convince and Convert March 2014

Social media platforms have changed: they are very different entities now

Analytics, advertising & identity Developer platformConsumer tech

The good news: we have more viable choices than ever

It’s clear that social doesn’t build brands on its own – but can reinforce brand equity

Source: Peter Field / WARC ‘Seriously Social’ 2014

In many ways we need to get back to fundamentals

Source: Peter Field / WARC ‘Seriously Social’ 2014

MEANINGFUL MARKETING

People expect brands to tangibly enhance their lives

Today’s paradigm

Most people would not care if 73% of brands disappeared

Less than 20% of brands notably improve our quality of life

Source: HMG Meaningful Brands 2014

There are opportunities to make a difference

Brands work hard at improving our quality of life and well-being

% AGREE 2013

I generally trust brands

They communicate honestly about their commitments and promises

Brands can play a role in improving my quality of life and well-being

40%

32%

46%

53%

24%

32%

49%

20%

Source: HMG Meaningful Brands 2014

And being meaningful is commercially beneficial

HM MEANINGFUL BRANDS Index’13

STOXX 1800 FTSE4 Good Indexx 120% x 175%

MB Index considers top 25 meaningful global brands (from companies operating in the stock market)

Source: HMG Meaningful Brands 2013 – based on top 25 meaningful brands globally

Being meaningful involves driving a blend of benefits for end users

Placed fairly in the market Makes a difference to my life Makes a difference to society

Listens & caresGood quality

Fair priceInnovative products

Category leader

Emotional (happier, express identity)Organisational (make life easier)

Financial (savings)Intellectual (ideas/skills, smart)

Physical (health, fitter)Social (connecting)

Natural (reuse, recycle)

Gov & Ethics (ethical, transparent, sustainability leader)

Environment (enabler)Economy (local economy / jobs)Community (socially committed)

Workplace (employees)

Getting the blend right can create meaningful differentiation

Source: HMG Meaningful Brands 2013. Scores derived from structured equation modelling and consumer responses

Importance in driving meaningfulness in finance (max 1)

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EXPLICIT AND IMPLICIT

Decision-making is driven by the interplay between explicit and implicit processing

Source: Admap; Researching implicit memory: Get to the truth; 2013

Which has a number of key implications for marketing planning

‘Emotional’ and ‘rational’ are not mutually exclusive

Blending motivational and rational drivers is most effective

Different channels have a natural skew on the cognitive spectrum

‘Emotion’ needs to be focused – connecting with category motivations

Communications should be designed with the right blend of ‘implicit’ and ‘explicit’ drivers in mind

Source: Innerscope; Dr Carl Marci: How to create better connections by understanding the brain

This reinforces brand-response as a best practice model for marketing

Source: IPA Databank; The Long & Short Of It: Balancing Short-term and Long-term Marketing Strategies

And leads to a new insight toolkit which examines customer intent against behaviour

Perceptual insight Behavioural insight+

Industry surveys

Segmentation

Focus groups & interviews

Brand tracking Implicit reaction testing

Passive data

Pre-testing

Propensity modelling

AB testing & observation

Facial recognition

META-ANALYSIS

Next

TECHNOLOGY

RISE OF CONNECTED

TV

Connected TV user experiences are improving

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00%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Smartphone

Tablet

Smart TV

And a growing number of entry points – both an opportunity & challenge

Many household’s will have multiple entry points into connected TV experiences

1. Device-syncing 2. Smart TV apps 3. Consoles and set-top boxes

Rights-holders, broadcasters and software services

Opportunities to trial brand experiences now

New formats & providersApps: relatively uncluttered

Content hubs

INTEGRATED COMMERCE

Not e-commerce vs. store – retail channels overlap and blur across customer journeys

Physical and digital experiences reinforce each other

Multichannel customers are more valuable

Source: Tesco, Winning in the New Era of Retail, 2014

Store visits are already a significant part of e-commerce

Sources: Redsock Multichannel Retail 2013; IMRG** of eligible General Merchandise sales (i.e. excluding food and impossible items like washing machines and sofas)* John Lewis state that 34% of John Lewis sales are collected in Waitrose Stores! So actually their figure is probably higher in total. Click-and-collect was offered at 97 Waitrose's and 35 John Lewis's

On average 10% of all UK online transactions

collected in store

Key omnichannel challenges

Data infrastructure – universal analytics framework

Quantifying online-to-offline and offline-to-online

App-based CRM strategies

Enabling seamless (and non-invasive) personalisation

BEHAVIOUR

ATTENTION DEFICIT

As digital media has grown we are spending more time with media overall

But this abundance has the effect of making attention scarce

This is amplified by media platform switching

Clarity & consistency is now a differentiator

Clarity & consistency is now a differentiator

GENERATION GAP

Generation gap

Generation gap

Over 50’s control 80% of Britain’s wealth

People aged between 50 and 74 spend twice as much as the under-30s on cinema tickets

Between 2000 and 2010 restaurant spending 65-74’s increased 33% vs. 18% less for under 30’s

Source: The Economist, Demography, 27th Sept 2014 

We need to re-think our stereotypes about 50+ groups

vs.

Over 50’s feel stereotyped and/or ignored by marketing

66% feel that most advertising is aimed at 16-to-34 year olds

Source: High50 / Research Now, The 50+ Project 2014

95% feel that Apple and Samsung don’t target them at all

(21% couldn’t live without a smartphone; 57% really enjoy having a smartphone)

Young people are becoming more prudent, less hedonistic

At the same their category needs & expectations are shifting

PRIVACY VALUE

EXCHANGE

Users are increasingly aware of good (and bad) use of their data

And some are taking control

On average 9.26% of impressions are ad-blocked, rising up to 17.7% for tech sites

There are 5m estimated VPN users in the UK

Sources: Global Web Index 2014 & ClarityRay 2013

Nonetheless, many users understand there is a value exchange

84% of 18-34’s are comfortable sharing personal

data with businesses via social logins if

there is a decent value exchange

59% of all users are willing to

share personal data for brands if they make it clear

what it will be used for

Source: Gigya, 2014

Good user experience should underpin data collection & application

Intelligent retargetingGive users control & explain the benefits of data-sharing

‘Be as smart as puppy’ – only collect what you need to make

UX work

PRACTICE

MARKETING MEDIA

SYSTEM

Data & connected media capabilities will lead to system marketing

RELEVANCE

GRANULARITY INTEGRATION

ACCELERATION

Behavior-based

Purchased-based

Segments

Personalized

Individual-level, Scoring

Simultaneouslydealing with allPaid Owned Earned

touchpoints

Agility

Real-Time

Consumers’Interests

This will go beyond the current digital channels

NEW PATHS TO GROWTH

1. Competitive brands hardly differ in loyalty levels.

2. Their difference in size is due to the difference in their user bases.

3. Reach, penetration and saliency strategies are more effective than loyalty-driving strategies.

Physical + mental availability

Does the received wisdom about brand growth apply in the digital world?

Digital customers exhibit greater affinity

Domino’s Pizza Onlinemean score

Offlinemean score

Is a brand I love 7.4 6.9

Brand advocacy 7.2 6.6

Brand consideration 7.5 7.0

Domino’s Pizza Online Offline

They communicate with me a lot 21% 13%

Source: Arena Media Brand Growth Research 2014

And can significantly alter category norms

Source: Arena Media Brand Growth Research 2014

% Average books bought

Physical books – (Amazon) 54% 5.1

Physical books – (Retail) 49% 4.9

E-books – (Amazon) 34% 8.7

Average 6.2

Average number of bets placed in last 3 months

Website Store/person App

Average 8.2 6.9 8.9

Average amount bet in last 3 months

Website Store/person App

Average £81.21 £82.16 £111.70

A new kind of availability

Virtual

availability

New paths to growth

Growth ‘from below’

Growth ‘from above’

New paths to growth

CrowdsourcingFreemiumGrowth-hackingDigital footprintCRMMember-get-memberNetwork effects‘Earned’ mediaPartner marketing

Effective SOVSalience

Brand extensions & launches‘Upper funnel’ marketing

Direct responseBrand comms

Content distribution

This can apply even in ‘traditional’ categoriesA

mo

un

t ea

ch p

erso

n i

s w

illi

ng

to

pay

Source: Nicholas Lovell, The Curve

Beyond

TECHNOLOGY

CO-CREATION & CUSTOMISATION

‘Kickstarting’ is getting into popular culture

Its not just technology & entertainment

Its not just technology & entertainment

Its not just technology & entertainment

Its not just technology & entertainment

There have been a few brand experiments, but remains a relatively untapped area

Technologies also developing to enable product mass-customisation

As one-off brand initiatives

Or to customers en masse

INTERNET OF USEFUL THINGS

The Internet of Things is top of Gartner’s peak of inflated expectations

IoT hype isn’t matching reality

33% of people who purchased a wearable in the past year either

do not use them any more or use them infrequently

75% of people are aware of

wearables technologies

10% are interested in using them

Sources: TNS September 2014; PwC The Wearable Future October 2014

Single-purpose devices are likely to do better

Most desirable products (by intent to purchase)

1. Fitbit 2. GoPro 3. Google Glass 4. Pebble 5. Nike Fuelband 6. Jawbone 7. VivoFit 8. iWatch

Source: Brandwatch July 2014

IoT will be much wider than wearable tech

In-car and in-home are arguably more promising areas

Brands are starting to experiment – service design is a bigger opportunity than advertising

Voice is a key area to start developing for right now

And there are opportunities to leverage immersive experiences and devices

Virtual reality demonstrations Interactive retail technology

AR apps

PREDICTIVE DESIGN

Predictive design: the ‘5th stage’ of technology

1. Hardware

2. Software and OS

4. Data

3. Sensors

5. Prediction

Predictive design: the ‘5th stage’ of technology

Predictive design: the ‘5th stage’ of technology

Which will shape next generation responsive design

Interactive screens Voice

“V-commerce” Connected living room

And OS-based services across

Designing services for new interfaces

Where is the customer and what are they doing?

Serving their need at that point

Context

Service

Device OS, screen size, gesture, voice

Design Designing quick, intuitive user experiences

Outcome Transact, prime a transaction, reward, entertain

MONEY 2.0

Mobile interactions have increased 13x from 2009 - 2014

Mobile is starting to change the way we pay and manage money

Mobile is starting to change the way we pay and manage money

+100% +10%

+300%

From 45m in 2013 to 90m in 2014

10% monthly growth in payments in 2014

Payments to grow from 14m in 2013 to 44m in 2014

Over 10million contactless card journeys, to roll out across the TFL network in 2014

Despite some consolidation it remains a fragmented space for end users

Relative penetration is still low

Security remains a concern for many

There will be further consolidation – and a few early ‘winning’ candidates

Backed by high street banks

1m registered users in 3 months

Rolling out in waves across participating banks

1m cards activated within 72 hours

Already bigger than all contactless competitors

156m registered users to migrate into mobile services

An established intermediary

Has reach (and revenue) to consolidate

Peer-to-peer Payments End-to-end

Beyond payments, banking and currency disruptions are on the horizon

‘Mobile-first’ banking propositions have started to arrive

Beyond payments, banking and currency disruptions are on the horizon

“Crypto currencies are inevitable, once we figure out regulation and how to keep

our digital wallets safe in the future.”

- Eric Schmidt

Despite it’s volatility, there is still an active market in Bitcoin. If regulated and made friendly for end users, virtual currency could be a significant change in banking practice & money transfer.

BEHAVIOUR

TV VIEWING: GENERATIONAL TIPPING POINT

At the moment the vast majority of our viewing is still on linear TV

Average daily viewing: 3:55

88% watched live

0:03 daily average across phones, tablets & laptops

1.5% of total TV viewing on connected devices

Source: BARB / Thinkbox 2013 average

But the recession has softened the start of a clear shift

But the recession has softened the start of a clear shift

Generational media differences are stark

We are seeing the start of a fundamental change

A screen in every room Living room ‘cinema screen’ + ‘satellite’ connected screens

MURDERED BY

MODERNITY

Murdered by modernity

“The Murdered by Modernity mindset is bound to gain greater prominence in the years ahead.

But this is not a trend that will necessarily cause contradictory feelings. We might like to complain about our always-on lifestyles and our inability to escape from technology, but we will also enjoy our ability to find information instantly with a click or a swipe and each new innovation will be welcomed with considerable enthusiasm.”

- Richard Nicholls, Future Foundation

People are increasingly feeling the need to switch off

Tot

al

Mal

eF

emal

e

16-2

425

-34

35-4

445

-54

55-6

465

+

AB

C1

C2

DE

0%

20%

40%

60%

80%

100%2010 2012 2014

“The stresses of modern life mean that people are less happy than they used to be”

“Sometimes I feel the need to get away from phone calls, emails and text messages and

switch off” | % agree or agree strongly

Baby boomers

58%

Gen Y

60%Gen X

65%

60%

Source: nVision Research | Base: 2,200 - 5,000 online respondents aged 16+, GB, 2013

We are starting to build a set of normative behaviours around use of technology

And brands are intervening

Brands can help people save time & minimise digital clutter

Less is more

Quality over quantity

Save time, not dwell time

Good old fashioned effective frequency

DEMOGRAPHIC RECKONING

We’ll see 2m growth amongst 65+ by 2020

Source: ONS / nVision | Base: UK

An ageing population will have consequences for productivity and fiscal health

In developed economies we have hit a demographic ‘sweet spot’

optimal to economic growth – the point at which a high proportion of

working age people support a small pool of dependants.

We are now emerging out that ‘sweet spot’ into a more challenging

period.

This is already starting to materialise

Source: Joseph Rowntree Foundation 2014

Life trajectories are changing - it’s become harder to define customers by age alone

Sources: Source: ONS/nVision | Base: England and Wales, 2013; Labour Force Survey, ONS/nVision | Base : Individuals aged 20-34, UK

This will have significant consequences

Parents & workers for longer Dependants for longer

Drive discretionary spending Squeezed discretionary spending

Spending more on care Spending more on pensions

Younger for longer ‘Older’ earlier

CONFRONTING CLIMATE CHANGE

People have been more worried about money than the environment

But that is starting to change

Genuine sustainability will be a competitive advantage

The Global 100: World Leaders in Clean Capitalism

50% of Millennials think that in the future, more than any other sector of society, business will achieve the greatest impact on solving society's biggest challenges

This may require brands & businesses to change how they operate

Services vs. products Sacrificing for sustainability

Now, Next, Beyond

Rise of connected TVMarketing personalisation

Integrated commerce

The mobile majorityContent as mediaMultidevice world

Digitisation of mediaData driving media

Co-creation & customisationInternet of useful things

Predictive designMoney 2.0

Attention deficitThe generation gap

Privacy value exchange

Social goes mobileThe power of the ‘1st screen’

Modern familiesWhat recovery?

TV - generational tipping pointMurdered by modernityDemographic reckoning

Confronting climate change

The marketing-media systemNew paths to growth

The real value of socialMeaningful marketingExplicit and implicit

Now Next Beyond

Tech

Behaviour

Practice

Want to hear more?

mark.holden@arenamedia.com

@holdenmw