Making Sense Of The Snippets

This story from The New York Times sounds strangely familiar.

The accelerating speed of business and the relentless churn of consumer trends can create nightmares for marketers and their advertising agencies. By the time clients and creative directors realize that hemlines are going down, they may actually be rising again.
Some agencies are responding by honing their trend-spotting skills.
DDB, part of the Omnicom Group, introduced a service last month called SignBank, which uses the Internet and the agency’s global office network to collect thousands of snippets of information about cultural change, identify trends in the data and advise clients on what it all means for them.

That’s pretty much what we do here (minus the global network part). Hmmm…



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.