Jon Haywood is the planning director and cultural attaché at DARE in Vancouver, mixing traditional advertising planning with social science to develop ideas for a digital world. He’s what you get when you mix a scientist (a degree and PhD in analytical chemistry) with a marketing and advertising planner who has been through a couple of dot.com booms. Hailing from the UK, his two years at DARE Vancouver were preceded with four years at DARE London where he led the BMW UK and Sony Ericsson Global accounts.
Last week saw the gathering of over 300 ad agency folks at the annual B.C. chapter of the American Marketing Association. The topic for debate was all about trends for 2013. It became apparent that there was no one single thing for us as marketers to focus on, but more like a top 100 list. As a scientist, I had the need to simplify, to distil the vast array of new platforms and buzzwords into a crystal of something purer that centrally links such trends. Throughout this process, the one link that kept rearing its head was "relevance."
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