Daily Archives: February 6, 2017

The fourth revolution is distinct from those before it due to the change in velocity, scope and system impact. This has an impact on people and their behaviour, altering the way in which people live, work and connect with one another, unlike any other revolution before it. It has an impact on businesses as well demanding better-connected experiences, transparency, open source, accessibility, agility and authenticity. Here are the five key areas which we believe are reshaping our industry.

From understanding to predicting customer journeys

Consumers dont experience the world in silos. Agencies need to understand the relationship between brands and customers across all channels and devices at the individual level. A brands ability to leverage that understanding to anticipate behaviours and produce meaningful, continuous interactions will be the greatest determinant for success. To get there, a brands data and technology strategy must be architected for mobile first, where we build everything around understanding the individual.

The right solution versus the right now solution

The proliferation of digital and technology has changed the pace at which agencies need to operate. The demands of faster product releases, rapid-fire system updates and connected customer experiences require these once distinct and disparate disciplines to work arm in arm to achieve marketing and business objectives that deliver a fl awless always-on customer experience.

Through-the-line to through-the-enterprise

This holds immense potential for businesses. The partnership between creativity and technology is what leads to new business models, product designs, service integrations, and cultural relevance to transform customer relationships with the products and services they need. To achieve this, the integration of the entire organisations intellectual capital is required. In this new world, brands need a partner who can imagine possibilities, not just optimise what is known and understood. A partner that can combine creativity and technology beyond share of market, but share of life. Not just through the line, but through the day.

Interdependence not integration

How we behave with one another is critical. It goes beyond just integration. Integration is a linear process that looks like a relay race. It results in fragmented thinking and work. And despite the different companies involved it is often inflexible. We believe in interdependence. Interdependence is about bringing the best skills together around a client problem. Its about mutual reliance with a rhythm of creative problem solving a back and forth flow that is dynamic and creates a new type of energy.

Publicis One a connected company

But for us to harness our assets fully we have had to make a big shift in the way we work.

We believe that the holding company model is dead and Publicis Groupe is brave enough to have killed it. Agencies are too inward and silo-ed looking and not suffi ciently focused on clients. It was all about individual agency excellence rather than collective innovation recognising that working together would yield new opportunities for our clients.

A connecting company does more than just manage its assets, it combines them in new ways for the benefit of its clients. A connecting company removes all artificial barriers and opens up all its resources people, tech, data, product, platforms to clients in the right combination for their needs. The Publicis One model allows us to rethink our approach for clients. A partner that not only understands the shift, but one thats leading the shift.

The author of this article is Tan Kien Eng, group CEO, Publicis One Malaysia and Leo Burnett Group Malaysia.

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The Futurist: Speed, scope, systems and death - Marketing Interactive

When President Trump's advisor Kellyanne Conway used the term "alternate facts" to describe a falsehood about the inauguration turnout, a lot of people began hearing echoes of a 20th Century literary masterpiece.

George Orwell's "1984" alerted readers to the dangers of modern autocratic surveillance and "newspeak," a language that could no longer refer to opposing political ideas. Conways's comments led to a spike in demand for the book.

Now a new compilation of short stories takes Orwell's concept of "Big Brother" one step further. What happens when technological advances let us see and hear almost everything about the people around us? Will we become a society of "Little Brothers", constantly watching each other?

Science fiction writer and futurist David Brin co-edited the collection, called "Chasing Shadows: Visions of Our Coming Transparent World." Unlike most dystopian fiction, he wanted the stories to consider what happens when information floods the world, but citizens share in the power, not just government.

"If light floods everywhere, what happens to neighbors? Will we develop habits to leave people alone? Will shy people be able to even survive?" Brin said. "A lot of the stories are about fighting back."

UC San Diego literature professor Stephen Potts co-edited "Chasing Shadows." He and Brin join KPBS Midday Edition on Thursday with more on what could happen in a society without privacy.

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San Diego Futurist Imagines End Of Personal Privacy - KPBS

Balla took this embrace of technology one step further by tailoring Futurist clothing. In September 1914, after the outbreak of World War I, he introduced his Anti-neutral Suit, a bright orange, geometrically patterned collection of menswear, uniquely suited to the needs of the urgent and imperative great war. In 1915, alongside new recruitFortunato Depero, he announced no less than the total Futurist Reconstruction of the Universe, an initiative to introduce the Futurist aesthetic into all aspects of life as a way to educate and embolden a new type of man, one capable of dealing with the ever-quickening pace of modern life.

Marinetti hoped that Italian intervention in a great war would allow the country to gain credibility in Europea notion shared by many nations in World War I. As his first manifesto claimed, We intend to glorify warthe only hygiene of the worldmilitarism, patriotism, the destructive gesture of anarchists.

In fact, Marinetti actively agitated for Italy to join World War I, and he, Boccioni, and others were quick to sign up for military service. But the war didnt hold the redemption that Futurism sought. In 1916, Boccioni died in a training exercise, leaving an artistic and theoretical void in post-war Futurism. And although Italy ended up on the victorious side of the war, the country didnt receive the territory it had been promised as a result of allying with the Triple Entente (Russia, France, and the United Kingdom).

Italys losses in World War I morphed into a myth of mutilated victory in the popular imagination, creating a political climate that Benito Mussolini would later manipulate so that Italian citizens accepted two decades of Fascist dictatorship. Futurism and fascism shared many rhetorical similarities (the glorification of war and violence, the primacy of Italian identity), and under Mussolini, Marinetti opportunistically promoted Futurism as a proto-Fascist movement, hoping to gain his artists official commissions from the Fascist Party.

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What Is Futurism? - Artsy