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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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The “Millennial Disruption Index” On Bloomberg TV’s Market Makers This Morning

June 13, 2014

I was a guest this morning on Bloomberg TV's show "Market Makers," hosted by Stephanie Ruhle and Erik Shatzker, where I talked about THE MILLENNIAL DISRUPTION INDEX.  It continues the discussion Scratch and Viacom started about the ongoing transformation we see in financial services at the hands of the largest generation in American history, which was first covered in Fast Company and Time Magazine.

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Happy Holidays

December 5, 2013 — 1

I had some fun making a video for my team as a warm-up for our holiday party, tonight.  I'm so proud of everyone at Scratch for their incredible work this year -- our biggest and best ever.  This represents the first time I've ever been turned into a Belgian action star from the 90's...  

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Cannes 2013: My Conversation On Creativity With OK Go Lead Singer Damian Kulash

June 28, 2013 — 0

As part of Viacom's trip to this year's Cannes Lions International Festival of Creativity, I sat down for a conversation with Damian Kulash, lead singer of OK Go. Last year, Damian and the band won 7 Cannes Lions, 4 of which were gold. Here's an excerpt from our chat: Also check out OK Go's new app, which is super fun to play and shot to the top on iTunes. Here's the video the band made to explain how it works:

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No RX Motilium

March 22, 2012 — 0


Fabrizio Costantini for The New York Times
No RX Motilium, Ross Martin, left, of Viacom's creative strategy unit, is working with General Motors to help revive interest in cars among young consumers. Mr. Martin and John McFarland of Chevrolet are shown in G.M.'s headquarters in Detroit.


As Young Lose Interest in Cars, G.M, Motilium coupon. Turns to MTV for Help


By

DETROIT — Ross Martin, 37, is a published poet and a former drummer in an alternative rock band. Wearing Nike high tops and loosefitting jeans, he is the kind of figure who wouldn’t attract a second glance on the streets of Brooklyn, where he lives, No RX Motilium. Motilium paypal, But on a chilly afternoon here last month he managed to attract a few odd looks as he walked across the 24th floor of General Motors’ global headquarters. Mr. Martin is the executive vice president of MTV Scratch, a unit of the giant media company Viacom that consults with brands about connecting with consumers.

He and his team are trying to help General Motors solve one of the most vexing problems facing the car industry: many young consumers today just do not care that much about cars, 10mg Motilium. No RX Motilium, That is a major shift from the days when the car stood at the center of youth culture and wheels served as the ultimate gateway to freedom and independence. Young drivers proudly parked Impalas at a drive-in movie theater, lusted over cherry red Camaros as the ultimate sign of rebellion or saved up for a Volkswagen Beetle on which to splash bumper stickers and peace signs. Today Facebook, Motilium craiglist, Twitter and text messaging allow teenagers and 20-somethings to connect without wheels. High gas prices and environmental concerns don’t help matters.

“They think of a car as a giant bummer,” said Mr. Martin, No RX Motilium. “Think about your dashboard, 100mg Motilium. It’s filled with nothing but bad news.”

There is data to support Mr. Martin’s observations. In 2008, 150mg Motilium, 46.3 percent of potential drivers 19 years old and younger had drivers’ licenses, compared with 64.4 percent in 1998, according to the Federal Highway Administration, and drivers ages 21 to 30 drove 12 percent fewer miles in 2009 than they did in 1995. No RX Motilium, Forty-six percent of drivers aged 18 to 24 said they would choose Internet access over owning a car, according to the research firm Gartner.

Cars are still essential to drivers of all ages, 50mg Motilium, and car cultures still endure in swaths of suburban and rural areas. But automobiles have fallen in the public estimation of younger people. In a survey of 3, 200mg Motilium, 000 consumers born from 1981 to 2000 — a generation marketers call “millennials”— Scratch asked which of 31 brands they preferred. Not one car brand ranked in the top 10, lagging far behind companies like Google and Nike.

The five-year strategic vision that Scratch has developed for Chevrolet, kept quiet until now, stretches beyond marketing to a rethinking of the company’s corporate culture, No RX Motilium. The strategy is to infuse General Motors with the same insights that made MTV reality shows like “Jersey Shore” and “Teen Mom” breakout hits.

Mr, Motilium india. Martin calls the G.M. headquarters the “Death Star,” after the Star Wars headquarters of Darth Vader. No RX Motilium, He says he understands the unlikely melding of cultures he is trying. 500mg Motilium, “We know we’re people who don’t fit in here,” he said.

The partnership is intended to transform things as diverse as the milieu at the company’s steel-and-glass headquarters, the look of its Chevrolet cars, the dealership structure and the dashboard technology, Motilium canada. Even the test drive is being reimagined, since young consumers find riding in a car with a stranger creepy, Scratch said. Motilium us, Automakers are realizing that if they do not adjust to changing youth tastes, they “risk becoming the dad at the middle school dance,” said Anne Hubert, senior vice president at Scratch, who leads its consulting practice and works closely with G.M, Motilium japan.

Last summer, Mr, No RX Motilium. Martin and his team temporarily transformed part of the G.M. lobby into a loftlike space reminiscent of a coffee shop in Austin or Seattle, with graffiti on the walls and skateboards and throw pillows scattered around. Motilium overseas, As part of its “Millennial-Con,” Scratch brought in viral video stars like Sergio Flores, known as the Sexy Sax Man, a musician with a mullet and a denim jacket.

Mr, 250mg Motilium. No RX Motilium, Martin has recruited what he calls “insurgents,” young Chevrolet employees who are willing to change things from the inside and report to him on skeptical executives.

“How do you embed the voice of a generation in a company the size of G.M.?” Mr. Martin said, sinking into an armchair near a communal coffee maker. 750mg Motilium, “It’s like moving a crater.”

But G.M. was determined to be moved. “It was the early days after bankruptcy, and we said, ‘What are we really going to do differently in the next five or 10 years?” said Mark L, No RX Motilium. Reuss, president of General Motors North America.

He lined up meetings with Viacom, 40mg Motilium. He asked executives how the company could apply MTV’s research and programming strategy to Chevrolet, which makes up 70 percent of G.M.’s sales in the United States and was, in the halcyon days of the car, 20mg Motilium, a youth brand. The companies homed in on several of Chevy’s small and more fuel-efficient models like the Sonic, Cruze and Spark. No RX Motilium, Founded in 2010 as part of MTV, Scratch now taps into audiences that watch other Viacom cable channels like Comedy Central, Spike and VH1. It is a new source of revenue for the media company outside traditional advertising.

“We used to use research in a very proprietary way, Motilium ebay, but it became clear advertisers were hungry for our insights,” said Philippe Dauman, Viacom’s president and chief executive. Motilium usa, G.M. hired John McFarland, a 31-year-old marketing executive who previously worked at Procter & Gamble, to oversee the company’s MTV-ification. Mr, No RX Motilium. McFarland said it had been a challenge to prove to his bosses that young consumers had money to spend ($170 billion in buying power, 1000mg Motilium, according to the market research firm comScore), and did not just rely on their parents.

“There’s been a lot of pessimism in the auto industry towards this generation, 30mg Motilium, ” said Mr. McFarland over a plate of brisket at Slows Bar BQ in Detroit’s Corktown district.

But signs of change are there. No RX Motilium, On a recent Tuesday morning in the General Motors Technical Center, which was designed by Eero Saarinen, a couple of car executives huddled around a “persona board” in the color and trim laboratory.

They studied a collage loaded with images of hip products like headphones created by Dr. Dre, Motilium australia, a tablet computer and a chunky watch. The board inspired new Chevrolet colors, like “techno pink, Motilium mexico, ” “lemonade” and “denim,” aimed at “a 23-year-old who shops at H&M and Target and listens to Wale with Beats headphones,” said Rebecca Waldmeir, a color and trim designer for Chevrolet. This rainbow of youthful hues will be available on the Spark this summer, Motilium uk.

Still, any turnaround will not be quick, No RX Motilium. Car designs have around a three-year lead time. The paint has to dry (colors are baked in the Arizona desert for a year before they are approved and introduced to consumers). And the car industry, from assembly line to union to smooth-talking dealer, revolves around a powerful and entrenched culture.

It is also unlikely that G.M. No RX Motilium, will adopt some of Scratch’s advice. After installing “secret shoppers” at select nationwide Chevrolet dealerships, Scratch recommended that salespeople abandon the hard sell and that the traditional system, based on commissions, be reimagined. Young buyers, they realized, are used to the Apple store, where salespeople do not push products. (Joel Ewanick, G.M.’s global chief marketing officer, said the automaker was training dealers on how to adapt to young car buyers.)

“We tried to teach dealers how to calibrate conversations,” Mr. Martin said. “Stop trying to be cool and give them the fist pump. They can tell you don’t get it.”

.

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Discount Strattera

January 26, 2012 — 0

Discount Strattera, I spent half the day today with the leaders of our digital music group, at the space where Sleep No More is running.  An inspiring background for us, as we planned some crazy shit for later this year.



(Take an interactive tour of the space, here)

It gave me a chance to consider what we're trying to accomplish in digital in a new, disembodied way.  As Sleep No More's director helped break the show down to its component parts, I thought about the visceral connection audiences have with a breakthrough interactive experience.  What those audiences users give, and what they take away.

From a social perspective, 1000mg Strattera, 500mg Strattera, Sleep No More raises questions all programmers, developers, Strattera canada, Strattera ebay, storytellers and marketers must struggle with, now more than ever:

- Why beginnings, Strattera us, Strattera australia, middles and ends.

- How do we hold space for viewers to co-create the narrative, 150mg Strattera, 10mg Strattera, and why is that so important.

- Which variables must we control so that we don't have to control the ones we shouldn't, Strattera mexico. 750mg Strattera, - How do we provoke emotionally satisfying experiences for audiences who wonder if something more compelling is happening in the next "room."

- How do we "share" an experience.

The storytellers we love most don't strive to create "content."  That's because content = matter.  And matter doesn't move you.  Experiences do, 30mg Strattera. Strattera paypal, Experiences are moments in time and space that are here, then gone.  They are "never before" and they are "never again."  The greats -- Homer, Strattera uk, Strattera usa, Shakepeare -- gift us experiences that cause change in the universe and in our selves.

What Sleep No More teaches reminds us is that the path we take through an experience is the experience.  And when we preserve the order of our perception, 50mg Strattera, Strattera coupon, we can come close to remembering what it felt like. Strattera craiglist. 100mg Strattera. 20mg Strattera. Strattera japan. 40mg Strattera. Strattera overseas. 250mg Strattera. Strattera india. 200mg Strattera.

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