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Tag: Wunderman Thompson

  • It features actor Siddhant Chaturvedi

    WT campaign for Park Avenue

    By Our Staff

     

    Wunderman Thompson India’s latest commercial for Park Avenue Fragrance Deo features actor Siddhant Chaturvedi.

     

    Commenting on the campaign, Pooja Sahgal, Chief Marketing Officer, Park Avenue, said: “Our campaign ‘Spray kar, aage badh’ draws inspiration from the insight that everyone, regardless of their background or profession, experiences nervousness when trying something for the first time. Park Avenue Fragrance Deo for Men recognises the importance of overcoming these inhibitions, enabling men to embrace their ambitions and reach for the stars. The film features a youthful personality like actor Siddhant Chaturvedi, who is not only performing but is also singing, adding a more personalised touch to the campaign.”

     

    Added Anurag Tandon, Managing Partner, Wunderman Thompson, Mumbai: ”The category has traditionally operated on either attraction or success. We wanted to steer clear of both those narratives and root our work closer to the real emotion around grooming i.e., the need to feel prepared in moments that put you under some kind of scrutiny. We feel confident in the ability of this narrative to connect with the younger audiences and create a differentiated image and preference for the brand.”

     

     

  • To Managing Partner, East and South

    Wunderman Thompson elevates Vijay Jacob

    By Our Staff

     

    Wunderman Thompson South Asia has elevated Vijay Jacob to Managing Partner, East and South.  Prior to taking on his new role, Vijay was Senior Vice President & Managing Partner, Wunderman Thompson Kolkata.

     

    Commenting on the appointment, Shams Jasani, CEO at Wunderman Thompson South Asia, said: “The South market is very important to us, and Vijay’s appointment comes at a time when we want to spearhead the next phase of growth. We have a very clear focus on new business and key clients including oversight of client retention and business development, nurturing the teams of talent, and driving innovation and growth for our clients and our capabilities. With Vijay’s proven track record of always being able to meet the ever-changing needs of clients and building strong and happy teams, we are convinced that he will be able to drive positive impact for our clients and their businesses and help fuel our growth ambition.”

     

  • Self-discovery matters when communicating with millennials, writes Shaziya Khan

    7 Emotional Keys to Growth for Brands engaging Millennials

     

     

    By Shaziya Khan

     

    Shaziya KhanI had been looking at data on Millennials for many months. Fascinated with the distinctions, nuances being signalled through the reports.

     

    (Millennials is the term used to describe a person born between 1981 and 1996, 27 to 42 years, though different sources can vary by a year or two).

     

    Curious to understand Millennials more, I continued synthesising primary data from several depth interviews, tracking secondary data from Wunderman Thompson BRICS Millennials Report, reviewing Target Group Indexing data (TGI) focusing on Millennials, SEC B, graduates (which a report, cited as a significant group). Added to which, at a WPP Stream Seminar, several Millennials shared their views generously, eloquently and candidly, one on one with me – for which I am deeply grateful. All these inputs provided a rich, multi layered, well rounded background perspective on this particular audience.

     

    Dramatically – it was in the middle of witnessing a melt down at a Millennials Seminar amongst the Millennials presenters, that the hard won nuggets from months and months of prior work, crystallised.

     

    Thereafter, this piece practically wrote itself.

     

    What triggered this inspiration? In the course of the post presentation discussions, the Millennials, who were the presenters as well as the hero subjects, expressed to us (in the audience) vehemently that most people did not understand them – that it was happening again, even at their own seminar!

     

    Sharing below, seven emotional keys to growth for brands and businesses engaging with Millennials, and wanting, needing to understand them.

     

    Businesses find it hard to capture emotions. More so, when engaging with complex, multi-layered target audience like Millennials, who frequently keep changing, and evolving too.

     

    The learning is: Making, enabling, supporting, yielding, championing space for self discovery – can be a vital emotional root of growth for brands and businesses addressing Millennials.

     

    Sharing seven keys each amplifying the significance, nuances, shades of self-discovery that can matter when communicating with Millennials. Some more than others, in particular contexts.

     

    Self-discovery as an emotional root of growth has broad relevance for a variety of brands and businesses that are seeking to connect better with Millennials – such as product brands, service brands, employer brands, education brands, travel brands, media brands, corporate brands, leadership brands etc.

     

    1. ‘OWN BRAND’ FILTER RULES

    Seriously, each Millennial first thinks of his or her own personal brand before any other brand. And they cannot stand lowering the standards of their own brand, as they consider their own personal brand a high integrity brand.

    ‘Own brand’ filter match is one of the biggest triggers (or barriers) to brands that Millennials embrace (or do not)

    Illustrative statements (with high index scores among Millennials) indicate how ‘own personal brand’ can flex in their attitudes, behaviours: I think fast food is all junk, I can’t stand even a little bit of untidiness, I have a very good sense of style, I am responsible for everything that happens in my life etc.

     

    Implications for actionable new brand work

    This implies that the target audience : : brand relationship is possibly reversed. Your brand is what the Millennial searches using his/her “own brand filter”. Thus, understanding how Millennials view their “own personal brand” matters – its associations, values, and especially its proximity (or distance) from your business brand values, associations etc.

     

    2. ‘CONSTANTLY CHECKING’ SCEPTIC RULES

    As a Millennial put it to me “our whole lives we have been processing data”. Millennials have learnt the hard way, that what people say is not what they do. Across families, organisations, media and so on.

    So, they habitually keep going to the source – to verify what is being said versus done.

    Even while meeting someone, they are multi-tasking: finding out everything about that person. “No Facebook, I would rather go to the source to check” – Millennials explaining how they check on everything.

    Illustrative statements (with high index scores among Millennials) indicate how ‘constant checking’ can flex in their attitudes, behaviours: I am worried that any personal information I share online will not remain secure, I am usually among the first among my friends to know what is going on, I regularly clear my cookies from internet browsing history.

     

    Implications for actionable new brand work

    This implies that trust is the most elusive currency in Millennial worlds. Millennials at their core, trust nothing, nobody, except their own values. This is often, from a place of prudence and validation. Understanding what Millennials believe of the claims in your category, adjacent categories and what/who are sources of credibility in their eyes, matters.

     

    3. ‘BEING TOLD IMPLIES INCOMPETENCE’ RULES

    The fault lines in many Millennial relationships (personal, professional) are to do with being subject to over instructing and under stimulating, in their eyes.

    What connects most with them is empathy, sensitiveness. Lack of this, and a glut of the ‘obvious’ (instruction, direction) leads to a melt down or worse, silent withdrawal.

    Millennials respond to stimulation better than they do to instruction, to guidance and enquiry than to direction. What resonates is something not with an ‘agenda’.

    Illustrative statements (with high index scores among Millennials) indicate how ‘stimulation and enquiry’ can flex in their attitudes, behaviours: I really enjoy any kind of shopping, I ask people for advice before buying new things.

     

    Implications for actionable new brand work

    Explore and develop indirect, stimulating, enquiry oriented ways to have Millennials engage emotionally or intellectually with your brand or business.

     

    4. ‘SUBTLETY WINS’ (AS IT ACKNOWLEDGES THEIR SMARTNESS) RULES

    On a related but separate note, apt subtlety matters. Millennials switch off when something is made too obvious, because they are a generation that ‘gets it’. What resonates, is subtle content, or apt context.

    Illustrative statements (with high index scores among Millennials) indicate how ‘subtlety’ can flex in their attitudes, behaviours: When I buy a product, its style and design are as important as its quality, I often refer to the internet before making a purchase.

    Subtlety is perceived as a brand’s validation and acknowledgement of Millennials innate smartness. In contrast, trying too hard is perceived by Millennials as almost an insult their smartness, and worse – a sign that a brand does NOT ‘get them’.

     

    Implications for actionable new brand work

    Test a few subtle executions (with apt contexts, cues) and see for yourself how rewarding the Millennial audience finds it. For starters, test new acronyms, short forms and see the thrill of them ‘getting it’, and that your brand ‘gets them’.

     

    5. ‘ARGUE LESS, WITHDRAW MORE, QUIETLY MOVE ON’ RULES

    When it comes to feeling dis-connected, Millennials can be relatively silent, or withdrawn in their expression. Millennials are hyper sensitive, and also, astute with regard to almost everybody and everything.

    Illustrative statements (with high index scores among Millennials) indicate how ‘quiet withdrawal’ can flex in their attitudes, behaviours: I do not like to show my real feelings, I have refused to buy products of a company of which I disapproved, how I spend my time is more important than the money I make.

    Silence is not a sign of acquiescence but can often be a sign of ‘checking out’ from Millennials.

     

    Implications for actionable new brand work

    Test a few stimuli that evoke mere silence or disengagement and you might then uncover a zone that deeply upsets them – albeit silently. And in turn, explore the OPPOSITE of that: to counter intuitively, discover what deeply engages, them and why so.

     

    6. ‘CHANGING ONE’S MIND IS GOOD’ RULES

    Get used to the fact that Millennials can keep changing their minds. Millennials are frequently charged, even blamed, for being a generation that keep changing its mind. Education, career, friends, locations, food choices – keep changing for Millennials.

    Their eloquent defence is that they are processing data, stimulation, discovery all the time. Their minds, hearts are always dynamic, evolving, and responsive.

    “It is the burden of the evolved” – as one Millennial explained to me.

    For them it is normal to keep changing one’s mind. Millennials like options. They don’t want to be boxed into one way.

    Illustrative statements (with high index scores among Millennials) indicate how ‘changing one’s mind’ can flex in their attitudes, behaviours: I find I am easily swayed by other people’s views, it is important to keep learning new things through out your life, news on food influences my dietary habits.

    Change signals evolving, not merely change for Millennials.

     

    Implications for actionable new brand work

    Keep a finger on the pulse of changing category and also life trends, for Millennials. Keep your brand and business in sync with how Millennials are evolving in this regard. Understanding why they have changed with regard to your category.

     

    7. ‘MY JOB DOES NOT DEFINE ME’ RULES

    Millennials have disconnected with snappy or easy definitions of identity. They anchor self, identity in something human, fundamentally. Something more connected to the world outside, and the self inside. Millennials believe they have an uncaged identity, anchored in intangibles like values, concepts, more; and less in tangibles, or what is familiar, or what is a generalisation eg. a kind of job.

    Millennials defy easy definition, they seem to loathe generalisation because each person, context, challenge is different, for them.

    Illustrative statements (with high index scores among Millennials) indicate how ‘defying job based definitions’ can flex in their attitudes, behaviours: life should be more than a career, it is okay to work in unconventional careers, I like to pursue a life of challenge, novelty and change, I am prepared to make lifestyle compromises to benefit the environment.

    It can be a mistake to cast Millennials identity into familiar moulds (demographics, work, etc.). Not-ness can be starting point to understanding them better.

     

    Implications for actionable new brand work

    Write a new kind of consumer pen portrait based on who the Millennial target audience is NOT. It can help to dispel perceived stereotypes, about them, and see them in fresh light.

     

    IN CONCLUSION

    Communicating with Millennials might seem like a lot of work. But it is not. The bottom line echoing through the keys is – not trying too hard and letting them think for themselves. Self-discovery is a vital emotional root of growth for brands, businesses addressing Millennials.

    You don’t have to figure it all out, because they will. And thank you for letting them do so.

     

    Shaziya Khan is National Planning Director with Wunderman Thompson.

    First published by the writer on her LinkedIn handle. Republished with permission of the writer.

     

  • CenturyPly and its advertising agency, Wunderman Thompson, also onboarded Scam 1992 director Hansal Mehta for the film

    CenturyPly Club Prime gets onscreen Harshad Mehta for a push

    By Our Staff

     

    Plywood brand CenturyPly has embarked on a marketing campaign where it has partnered the Scam 1992, the OTT show on SonyLIv that had received rave reviews.

     

    Now we all know the various shades of grey that one associates with Harsha Mehta, but CenturyPly has tied up with the show and brought in the Pratik Gandhi who plays Harshad Mehta in the show to hardsell the product.

     

    CenturyPly and its advertising agency, Wunderman Thompson, also onboarded Scam 1992 director Hansal Mehta for the film.

     

    Commenting on the campaign,  Keshav Bhajanka, Executive Director, CenturyPly, said: “It’s very easy to get conned when buying plywood. A customer has a hard time, having to weigh the pros & cons of various brands of plywood in order to arrive at the right choice. CenturyPly has always kept the customer front & centre in everything that it does. In line with its corporate philosophy, this new advertisement for Club Prime is intended to give peace of mind to customers, helping them make the best ‘investment’.”

     

    Speaking on the film, Arjun Mukherjee, VP & Senior ECD, Wunderman Thompson, Kolkata, said, ‘Who better to speak about investment in India than the Big Bull himself? Who better to recreate the imagery of Harshad Mehta than Hansal Mehta? Who better to enact that role than Pratik Gandhi? When one brings together all in a commercial, along with the iconic music, one can hope it’s going to be a memorable watch.”

     

    The question is: will you buy a product that’s being pushed by Harshad Mehta, even if it’s in an ad?

     

     

  • To showcase durability of their furniture

    Urban Ladder uses sumo wrestlers in new campaign

    By Our Staff

     

    Urban Ladder furniture brand has announced the launch of two digital ad films, as part of its new campaign ‘Built to Last’. The campaign uses sumo wrestlers to demonstrate the strength of its sofas and beds.

     

    The new ad campaign from Urban ladder has been conceptualized and created by Wunderman Thompson, Bangalore.

     

    Commenting on the launch, Nishant Gupta, Chief Business Officer, Urban Ladder, said: “We are extremely excited about the launch of our new ad campaign, Built to Last. Through the campaign, Urban Ladder aims to draw attention to the durability of its furniture and address the common concern amongst consumers for reliable and long-lasting furniture. I also believe that the campaign will position Urban Ladder as the top choice for customers and become the go-to brand for customers seeking quality and durability in furniture. We are also proud to announce that we now have 60 stores across India.”

     

  • Launches Inspired B2B

    Wunderman Thompson expands its global B2B offering

    By Our Staff

     

    Wunderman Thompson is expanding its global B2B offering with the launch of Inspired B2B, a new initiative dedicated to growth for B2B brands.

     

    Notes a communique: “The Inspired B2B initiative represents the next phase of development for Wunderman Thompson’s best-in-class B2B vertical to help clients around the world build emotional connections at every stage of the customer journey. Through Wunderman Thompson, brands will have access to over 500 B2B specialists around the world delivering truly relevant and insightful communications that enable B2B acceleration.”

     

    Said Neil Dawson, Global Chief Strategy Officer at Wunderman Thompson said: “With our research showing that inspiring brands are 5x more likely to be a B2B buyer’s first choice, there’s a huge opportunity for B2B brands to engage, inspire, and excite their audiences. But when we look at B2B, we see a sea of sameness. It’s time to ditch the rulebook and remember the audience is human; driven by emotion, curiosity, and wonder. There’s never been a better time to be a B2B marketer.”

     

  • Created by Wunderman Thompson

    Nestle Milkybar presents a new campaign

    By Our Staff

     

    Nestle Milkybar unveils a new campaign. It showcases the eternal bond between mother and child and promotes the concept of fun, imaginative learnings. The campaign is created by Wunderman Thompson with the tagline ‘Imagine karo, kuch naya seekho’.

     

    Commenting on the launch of the campaign, Rupali Rattan, Head – Confectionery Business, Nestlé India said: “We wanted to build on the world that Milkybar has created – one of imagination, learning and curiosity. We wanted to focus on this strong mother child bond and how she can subtly nudge the child to unlock learning by the power of their own imagination.”

     

    Added Joy Chauhan, Chief Client Officer – Wunderman Thompson South Asia & Managing Partner, Wunderman Thompson Delhi: “With the new Milkybar thematic, we aim to build brand relevance with mothers and children with the message ‘Imagine karo, kuch naya seekho’. It leverages the concept of learning new things while they engage in imaginative play everyday. The commercial is an entertaining reminder that Milkybar believes that a kid’s imagination must be nurtured and MILKYBAR is the best way to do it.”

     

  • To help build brand

    Wunderman Thompson India wins mandate for Tata Astrum Steel

    By Our Staff

     

    Wunderman Thompson India has won the brand building mandate for Tata Astrum Super from the house of Tata Steel. This retail brand is the latest in a long line of brands from the Tata Steel stable that have been built and nurtured by the agency.

     

    Commenting on the new business win, Vijay Jacob Parakkal, Senior VP & Managing Partner, Wunderman Thompson, Kolkata, said: “Tata Steel and Wunderman Thompson go back many decades. We welcome Tata Astrum Super into the WT brand family and thank Tata Steel for its continued faith in our capabilities. We are confident of doing justice to the mandate we have been given and look forward to taking the brand to new heights.”

     

  • Titled 'Courtroom' featuring Saurabh Shukla and Abhishek Banerjee

    Wunderman Thompson launches new TVC for Pulse candy

    By Our Staff

     

    Dharampal Satyapal Foods Ltd, a part of DS Group, has launched a new TVC for Pass Pass Pulse hard-boiled candy, titled, ‘Courtroom’. The TVC features Saurabh Shukla and Abhishek Banerjee in the role of a judge and a lawyer respectively and has been conceptualised by Wunderman Thompson, Delhi and directed by Rajesh Krishnan.

     

    Arvind Kumar, General Manager, Marketing, Dharampal Satyapal Foods Limited, said: “Irresistibility’ is the core product philosophy of pulse. The behavioural insight of the consumers indicated that Pulse consumers don’t want to share their Pulse candy with anyone. We have built on this premise over the years through our communication Campaigns revolving around the theme, ‘Pran Jaaye Par Pulse Na Jaaye’. This latest TVC also highlights the irresistibility of Pulse in a humorous courtroom drama where everyone present, including the Judge is willing to be labelled as an accused, just to get their hands on Pulse candy.”

     

    Commenting on the campaign, Sundeep Sehgal, Vice President & ECD, Wunderman Thompson, added: “Over the years ‘Pran Jaaye Par Pulse Na Jaaye’ commercials have gained a separate fan base due to their whacky plots and masaledaar twists. And people want more. So, this time we took Tangy Twist a notch higher to increase brand love. We developed crazier stories. We roped in acting powerhouses – Saurabh Shukla and Abhishek Banerjee to take you on a never been before masaledaar journey that you’ll relish for a long time.”

     

  • Indicates significant potential for MarTech growth

    WPP launches 3rd Edition of the ‘Mirum India MarTech Report’

    By Our Staff

     

    Mirum India, a Wunderman Thompson company, launched the 3rd Edition of the ‘Mirum India MarTech Report’ today. The report, powered by WPP, provides an insightful guide to the emerging MarTech landscape in India. The report captures how MarTech solutions are being utilized by brands to effectively communicate their brand messages to the right set of audiences at the right time.

     

    The report highlights that while the global spend on MarTech solutions is around 25% of the total marketing budget, in India, majority organizations spend less than 15%, indicating significant potential for growth. With MarTech spending set to increase across company sizes and sectors, 88% of respondents expect to increase their MarTech spending over the next three years. The report also emphasizes the need for brands and organizations to work with growth partners as preferred by MarTech HEROES, focusing on ROI, and delivering value to the brands.

     

    Data-driven organizations, which make up 15% of the respondents, have a data-driven marketing edge that most other organizations might miss. However, the report cautions that with the advent of Web3, and the shift towards a cookie-less world, rethinking marketing strategies is on the cards for most organizations.

     

    The report aims to provide clarity to the industry, enabling brands and growth partners to understand how the ecosystem can drive value for themselves and their clients.

     

    Speaking on the launch of the report, Hareesh Tibrewala, Joint CEO – Mirum India, said: “The estimated size of the MarTech industry in India is expected to be between $35bn and $50bn by 2026, presenting a sizeable opportunity for businesses. Our latest report highlights how brands are using MarTech solutions to effectively deliver the right brand message to the right customer at the right time, creating fabulous customer experiences and increasing brand loyalty. It is interesting to note that marketers globally spend 25% of their budgets on MarTech solutions, and our report shows the emergence of MarTech EXPLORERS, who are keen to leverage the power of MarTech. This presents an exciting opportunity for businesses to grow and thrive in the ever-evolving digital landscape.”

     

    CVL Srinivas, Country Manager – WPP India added: “To succeed in the rapidly evolving tech and data driven world, organizations need good marketing automation tools and diverse skill sets. The report highlights the need for growth partners, preferred by MarTech HEROES, to ensure strong ROI for clients. It brings clarity to the ecosystem and presents an exciting opportunity for businesses to create fantastic customer experiences and increase brand loyalty. At WPP, we’ve invested heavily in building our tech and data practices, creating a comprehensive ecosystem where value is delivered at every touchpoint.”

     

  • Invites every Indian to participate and celebrate the Idea of India in their own way

    Wunderman Thompson partners with The Times of India for campaign

    By Our Staff

     

    The Times of India launches The Idea of India  an epic film to celebrate the invisible thread that binds India. The idea of the seamless thread that has held us all together as one nation over the 75 years of our Independence.

     

    Created by Wunderman Thompson India, the campaign is live across national news media, social media and various digital platforms. #WhatMakesUsOne campaign has a unique hashtag that invites every Indian to participate and celebrate the Idea of India in their own way.

     

    Commenting on the campaign, Kaustuv Chatterjee Brand Director  TOI & Languages, said: “Over the past decades India has made rapid strides in various sectors, and this has fuelled a sense of pride in the nation’s growing stature in the world. In this context, our new initiative from TOI – #WhatMakesUsOne, focuses on the many unifying threads that make up our Idea Of India. Despite our diversity and multiculturism, the threads that unite us also drive our growth in the world today powerfully. Just look at what’s happening in Space-Tech, Defence, IT, Sports or our cultural influence across the world. We hope this initiative will spark conversations and connections around What Makes Us One, as we prepare to celebrate our 74thyear of becoming a Republic.”

     

    Senthil Kumar, Chief Creative & Film Director, Wunderman Thompson India, added: “INDIA WAS AN IDEA LONG BEFORE IT BECAME A FREE NATION. It was the song from a thousand years ago. It was the spirit of thousands of freedom fighters. It was written in blood by the thousands who laid down their lives for our freedom. It was the same thread of unity in diversity and adversity and festivity. It is the same thread that continues to bind us as one nation, in spite of our diverse differences. It is the invisible ektara that stirs our souls and ignites our hearts. This binding thread of tolerance and inclusivity is represented as the thread of light cinematically and metaphorically in the powerful Times Of India narrative form.”

     

    Said Joy Chauhan, Sr. VP & Managing Partner, Wunderman Thompson, Delhi: “The idea of India is a campaign that makes you pause and yet again fall in love with our magical nation. What makes us one is a question with over a billion answers. Its depth is unseen and uncharted. Today with our potential and the will to lead this world the Idea of India has never looked brighter. It was an opportune time to celebrate our diversity and #WhatMakesUsOne We are proud to partner the iconic Times of India in this celebration.”

     

     

  • Features 100 bitesize predictions

    Wunderman Thompson unveils annual trend almanac

    By Our Staff

     

    Wunderman Thompson unveils annual trend almanac ‘The Future 100: 2023’. It features 100 bitesize predictions that offer a splash of colour, inspiration, and an insightful glimpse into 2023.

     

    The outlook, from the 9th edition of the annual essential trend almanac which offers a snapshot of the most compelling trends to keep on the radar for the year ahead, says that despite on-going economic and environmental crisis, people are choosing joy.

     

    Coined by Wunderman Thompson Intelligence as the ‘Joyconomy’, the rise of trends such as ‘Elevated Expressionism’, ‘Feel-Good Feeds’, and ‘Ageless Play’, demonstrates the opportunities for brands who lean into consumers’ desire for inspiration and optimism, as people become are determined to show resilience, innovation, and joy in the face of continued hardship.

     

    Emma Chiu, Global Director of Wunderman Thompson Intelligence says: “In a year when all signs should point towards a bleak and chaotic outlook as a rocky economy, political instability, and environmental deterioration persist, we’ve found that there are endless opportunities for brands to tap into this consumer mindset as last year’s unbounded optimism shifts to an exuberant need for uplift and play.

     

    “Community, creativity, and colour vibrantly paint 2023. The stress of the past years has put an emphasis on optimizing both the mind and body to empower an elevated self; the lightning pace of technology sees the evolution from building to living the metaverse (with every aspect of our lives being explored in this new frontier of customer experience); and people are demanding that brands use their influence to better society by putting accessibility and inclusion at the fore,” she continued.

     

    In addition to the rise of the ‘Joyconomy’, highlights include:

    :: Culture – Indigenous Innovation: Indigenous Techniques are forming regenerative approaches to managing the environment

    :: Tech & Metaverse – Techcessibility: Companies are redesigning their digital environments for greater accessibility

    :: Travel & Hospitality – Temperate Travel: Rising temperatures will prompt travellers to seek out cooler destinations

    :: Brands & Marketing – Amplifying Diverse Creators: Growing calls for authentic representation in advertising are driving a wave of brand collaborations with marginalized creative talents

    :: Food & Drink – Cell-cultured Dishes: As cell-cultured food moves from lab to grocery store, luxury dining may be the first beneficiary

    :: Beauty – Resurrected Ingredients: Brands are bringing back extinct and forgotten sensory ingredients

    :: Retail & Commerce – Crisis Retail: As the financial crisis bites, brands are stepping up to help their most vulnerable consumers

    :: Luxury – Residence at Sea: The next-gen digital nomad is taking to the sea—in style

    :: Health – Menopause Retreats: From HRT education to nutritional advice, retreats designed specifically for the menopause journey are on the rise

    :: Work – Generation Flex: Employee expectations are rising. Despite economic woes, could the balance of power be tipping in their favour?

     

    Naomi Troni, Global Chief Marketing & Growth Officer at Wunderman Thompson said: “The world is on the brink of recession, and it has never been more important for brands to be on top of the latest trends that will define consumer spending in the year ahead. With competition for share of mind and pocket becoming increasingly tough, The Future 100: 2023 reveals the essential, unexpected, and occasionally jaw-dropping insights that will help forward-thinking brands stay ahead.”

     

    ‘The Future 100: 2023’ from Wunderman Thompson’s futurism, research, and innovation unit, Wunderman Thompson Intelligence, has been compiled by a leading team of trend analysts, bringing together exclusive expert interviews and proprietary research.