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BACKGROUND• As part of our JWT: 100 Things to Watch in 2011

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BACKGROUND• As part of our annual forecast, JWT presents 100 Things to Watch in 2011.• Some of the items on our list reflect broader shifts we’ve been following: – Mobile as the Everything Hub: More consumers and brands are embracing a trend we outlined two years ago, one that will manifest in a multitude of ways next year—from mobile memes to “moblogging” to waning interest in point-and-shoot cameras. – The evolution of media as content becomes digitized over various platforms: Books will take new forms, entertainment will go transmedia, and journalists will get more entrepreneurial.• Some reflect counter-trends to broad shifts in consumer behavior: – To balance out our increasing immersion in the digital world, people will embrace face-to- face gatherings and digital downtime, and come to fetishize physical objects once considered humdrum. – The trend toward Radical Transparency will see a growing backlash (Ignorance Is Bliss).

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