In Part One of our 2013 marketing forecast, we asked a number of high-level creative types for their educated predictions on how their jobs and the marketing landscape would change in 2013. advertisement advertisement Now, we’re passing the mic to the strategists. These are the people who are said to represent the consumer in the marketing process–they’re the masters of research, the experts in media and culture that are responsible for generating brand insights and opportunities. As they’re steeped in knowledge of consumer behavior, we wanted to add their big-picture perspective to our look at what the near future of advertising may hold. We asked them what were the big shifts in consumer and media trends that would impact marketing and the wider cultural trends feeding these changes. They’ve got a lot on their minds, apparently, so settle in for a long and enlightening read. What sorts of consumer behavior or media trends do you think will … [Read more...] about How Marketing Will Change In 2013: The Strategic Forecast
Set a budget and stick
Renu KohliThe evolving fiscal dynamics threatens to override September’s fiscal reforms and support actions. The government’s action, combined with monetary easing, were seen to spark a recovery from this quarter.But an intensifying resource crunch and its interplay with persisting economic weakness in October are an alarming sign. The fiscal policy is fast getting trapped between the need to restrain spending and yet boost demand or risk negating monetary stimulation.Close Fiscal slippage risks have increased due to a deepening revenue deficit which, in conjunction with fresh financing commitments and corporate tax giveaway, has brought the gap and absence of additional resource-mobilization plans into the spotlight. related news Macro Matters | Was consumer spending in 2017-18 really lower than in 2011-12? FM holds meeting on GST simplification; similar meetings across country on Dec 7 CBIC refutes reports of authorities seeking 18% GST levy on CEO, CXO … [Read more...] about Fiscal hit fears are for real. Where are resources for growth?
In 2009, Alison Kosakowki was living in New York, working as communications manager at the Maersk shipping company, when a kidnapping at sea brought her to Vermont. The captain of the Maersk Alabama, Richard Phillips, had been kidnapped by Somali pirates; Kosakowski was dispatched to Phillips’s home in Underhill, Vermont, to help the family handle media during the weeklong crisis, the wait for Phillips’s return, and the barrage of interview requests and book deals in the aftermath. While visiting the Phillips family the following August, Kosakowski met a local dairy farmer named Ransom (really!), and a few months later, left the New York City area, moved to Vermont, and joined Ransom and his family’s herd of 800 Holsteins on their 1,000-acre farm. On a blog called Diary of a Dairy Queen, she documented her efforts at beekeeping, raising chickens, and learning to can. After trying out public-relations gigs at a couple of local companies, in December, Kosakowski found … [Read more...] about A Job-Hopper Settles Down On The Farm, With Twitter
“We treat each principal like the CEO of the school,” says Marco Petruzzi, CEO of Green Dot Public Schools, which has undertaken the ambitious task of turning around Los Angeles’s worst schools, all while keeping a unionized teaching force and spending roughly a fourth as much on each college-ready graduate as the city did before. advertisement advertisement Rather than centrally manage every school, each Green Dot charter is run like a startup: The staff is given broad discretionary powers over finance, faculty are given the reins to innovate with a new curriculum, and the union contract is performance-based rather than a guarantee of minimum work requirements. To maintain its unusual level of collaboration, a Green Dot overhaul physically splits schools into autonomous units of around 500 students (in some cases, by using chicken wire for temporary walls). A UCLA-Gates Foundation study released today shows that Green Dot’s prescription is paying off, … [Read more...] about How Green Dot Charter Turned Around L.A.’s Worst Schools
“Yesterday, I left my wallet at home,” says Chancelor Bennett, aka Chance the Rapper. It’s 9 p.m. on a fall evening at a Chicago recording studio, and he and his bandmates are packing up for the night. Four days from now, they will put on their biggest show of the year, at the city’s United Center. advertisement advertisement Bennett sits next to me in high-waisted track pants and a fitted tee. He admits to feeling a little overwhelmed by having a new baby at home and a new tour to prepare for, and yesterday was proof. He had taken his 4-year-old daughter, Kensli, to Dunkin’ for a rare treat before school. It was the first day all week that he had been able to do morning drop-off, and he’d wanted it to feel special. She picked out a glistening, sprinkle-topped chocolate doughnut, and he realized his pocket was empty. “It’s just a crazy letdown for a child,” he says, shaking his head, clearly still unable to forgive … [Read more...] about Chance the Rapper has nothing to fear but FOMO itself