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Research You Can Walk Through

August 19, 2014

For years, Scratch has studied the compression of time and space between, say, a good idea and a better one; a thriving company and a dead one; instant success and precipitous failure and then (often in a reality show?) premeditated redemption. "Time's moving faster than ever," right?  Sure it is, or at least if feels like that, depending on how much (food, content, stimulus, etc) you consume in a given period of time.  But those who stop right there and land on "we've just got to move faster to keep up" -- are missing the point and will face extinction. The winners of the 21st century, so far, are those who obsessively pursue a deeper understanding of the ways in which Millennial consumers are calibrating their speed at every turn.  Slow food and binge viewing; nap pods and Adderall; apps to consume more in less time and apps to fight distraction, the quantified self and the self #unplugged. wpid-20140702_164900.jpg Yesterday, Viacom's blog featured a post by Tiffany Knighten about CADENCE, a project Scratch kicked off last month to present new perspectives on the speed of life in 2014: "Open to teams across the company, as well as select partners and clients, the month-long installation – part research presentation, part museum exhibit, part art gallery – brought Viacom’s consumer insights to life in a new way. Cadence was designed to help visitors experience the unique approaches programmers, content creators, marketers and brands are taking to calibrate their moves in a culture that’s compressing time and space in more and more complicated ways." I've been excited about this for a while, for a few reasons:
  •  It's impossible to perform at a high level in the media business without a nuanced understanding of the velocities of culture.  That sounds like a media executive taking himself too seriously on his own blog, but it's true.  Most of us get it wrong, most of the time -- we're either ahead of the game, patting ourselves on the back prematurely, or we're behind it, fighting irrelevance.  Stepping back to measure the distance gives us all a chance to catch our breath and look at things with colleagues and partners in a new way.  Then apply what we learn to our daily work, whether we're writers, programmers, developers, marketers, designers, strategists, planners or anything in between.
 
  • Speaking of a new way... it's exciting to see research served up to make participants feel the information as they move through it.  Anne Hubert, Senior Vice President at Scratch, describes CADENCE as "truly immersive, a chance to experience life at Millennial speed, and to apply that understanding to everything we do.”  Watching participants take it all in, explore the subject and raise new questions, I could see the need and the potential for bringing more subjects to light in new and exciting ways.
 
  • An enterprising team of people from Scratch made this happen...from scratch.  It's what can happen when provocative material doesn't want to live locked up in a PowerPoint deck in a conference room.  The content itself inspired innovation in the way it could be manifest.
  You can read more about the CADENCE project on the Viacom blog.  And for more information, email scratch@viacom.com.    

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Buy Xopenex No Prescription

January 22, 2012 — 0

Buy Xopenex No Prescription, I promised myself I would write down, at some point, what it felt like to sit in the crowd at the Detroit Auto Show and watch General Motors take its first huge (public) steps towards Millennials.

This isn't that post in a cogent form, Xopenex uk, 20mg Xopenex,  but I can't help sharing how proud I am of my team for its groundbreaking work.  The results speak for themselves.  So much is happening so fast, I hope by putting a snaptshot down here I might remember what it felt like.  That simple. 


There, 50mg Xopenex, 250mg Xopenex, on the big blue stage, was GM's North American President, Xopenex coupon, Xopenex us, Mark Reuss, followed by Global Youth Marketing Head, Xopenex india, Xopenex australia, John McFarland -- our friends, partners and clients -- explaining how the automaker's work with Scratch has informed design, 1000mg Xopenex, Xopenex overseas, engineering and marketing decisions across the company.

And there was Anne Hubert, Xopenex mexico, 10mg Xopenex, who runs our consulting practice, up on the huge screen, 750mg Xopenex, Xopenex usa, championing the very generation that is right now transforming the auto industry, forever, 100mg Xopenex. 40mg Xopenex,

When I turned around to see if anyone was actually paying attention, this is what I saw:

Baller!  And my stupid bberry cam could only capture a fraction of the global press barrage, Xopenex canada. 500mg Xopenex, Throughout the day, like a feed, Xopenex ebay, Xopenex japan,  friends and colleagues sent us links to all the press mentioning our work with GM, many with lines like GM gets help from MTV to woo millennials; GM built the concepts after interviewing high schoolers, 200mg Xopenex, 150mg Xopenex, college students and young professionals, with the help of MTV’s Scratch division, 30mg Xopenex, Xopenex paypal, which targets millennials; and The design was done with the aid of MTV Scratch.

Here are but a few:


 


What's more, Xopenex craiglist, a slew of mainstream and auto media picked up on the dramatic shift in GM's approach, and celebrated it with headlines like:

  • “GM knows that striking a chord with the youngest generation of new-car shoppers—the under-30 crowd, or Millennials—is imperative for the brand’s future growth.”

  • “Chevrolet MyLink democratizes infotainment, coming to 2013 Sonic and Spark”

  • “Chevy aims for millennial market with two concepts”

  • “Chevrolet aims 2 concept cars at Millennials”

  • “General Motors takes aim at first-time vehicle buyers”

  • “Chevy's latest concepts -- crafted by the kids” 


 

Yes, we're just getting started.  But I remember when Carlo DiMarco told me in an elevator once how sad it is that we don't take a moment to enjoy the moments.  Carlo, you were right.  Tonight I'm sitting here with a bottle of wine and a pile of insights on a generation I'm in love with.  Taking a moment to let at least some of this seep in.

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Everybody’s All Up In Everybody Else’s Grill

June 17, 2010 — 0

And whatnot.

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. "Companies have gotten so collectively locked into a particular cadence of competition that they appear to have lost sight of their mandate -- which is to create meaningful grooves of separation from one another. Consequently, the harder they compete, the less differentiated they become." So says Youngme Moon, in her book DIFFERENT: ESCAPING THE COMPETITIVE HERD. Ad agencies are venture capitalists, retailers are media companies, production companies are ad agencies, and media companies (like ours) are becoming -- oops, can't go there yet. Moon, Anne Hubert's former professor, continues: "This is the problem with shifts: They tend to happen in real time, which means that there are going to be moments of ambiguity when remnants of the old truth still hold together, even as remnants of it are falling apart." I should write more about this.