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Edges 2016 

Q2 Update
TBWAAnalytics & Insights
In January we shared this
report
We now updated it to: 

Q2 

Finland 

Disruption®
Edges are marginal behaviours that point to broader changes in culture. What could be the McDonald’s proposition for consu...
What is an Edge?
o  Edges are marginal behaviours that point to broader changes in culture. To
identify edges, we start wi...
BOT SHOPPING
FB MESSENGER
OPENS BOT
PLATFORM TO SUPPORT
CUSTOMER SERVICE
MESSAGING
10
LIVE VIDEO
FACEBOOK LIVE VIDEO ISN
OW AVAILABLE FOR ALL TO
USE
STREAMING
SQUARE VIDEO
TO FIT EXPLODING MOBILE
FACEBOOK USAGE, WINNING
PUBLISHERS MAKE THEIR
VIDEOS SQUARE
VERTICAL
VIDEO
VR FOR EMPATHY
STANFORD DEVELOPED VR
AVATAR TO EMPATHISE WITH
COWS DESTINED FOR
SLAUGHTERHOUSE
VIRTUAL
REALITY
Image: www....
CREATIVE A.I.
MCCANN JAPAN APPOINTS
FIRST AI CD LEARNING FROM
HISTORIC & REAL TIME
CAMPAIGN RESULTS
ARTIFICIAL
INTELLIGENC...
HEALTH TRACKING
NOKIA BUYS DIGITAL HEALTH
COMPANY WITHINGS
INTERNET OF
THINGS
Image: www.withings.com
CROWDFUNDING
NORDEA BANK TO LAUNCH
OWN CROWDFUNDING
PLATFORM
CROWD
SOURCING
Image: nordea.com
ROBOT EMPATHY
PEOPLE ONLINE FELT HURT
WHEN BOSTON DYNAMICS
KICKED THEIR ROBOT DOG
‘SPOT’
ROBOTS
Image: www.extremetech.com/
19
ELDERLY MODELS
1OO YEAR OLD VOGUE
FEATURES 100 YEAR OLD
BRITISH MODEL
AGELESS SOCIETY
Image: vogue.com
TRANSGENDER
MODELS
CAITLYN JENNER
IS THE NEW FACE OF H&M
SPORT
GENDER FLUIDITY
x
AGELESS SOCIETY
Image: www.balleralert.com
FLEA MARKETS
BUY YOUR NEIGHBOUR'S
STUFF - HERTTONIEMI
ANNUAL FLEE MARKET MORE
POPULAR THAN EVER
BEFORE
LOCAL LOVE
Image: h...
BUSINESS
OPPORTUNITIES
FINNISH STARTUP MONI
PROVIDES EASY ACCESS TO
MONTHLY GOVERNMENT
ALLOWANCE THROUGH
PREPAID MASTERCAR...
ARTIFICIAL MEAT
FINNISH START-UP GOLD &
GREEN LAUNCHES PULLED
OATS
GO MEATLESS
Image: www.goldandgreenfoods.com
UNUSED FOOD
RESTAURANTS
HELSINKI RESTAURANT
COOKING WITH WASTE FOOD
ONLY - WILL OPEN SPRING
2017
NO MORE
WASTE
Image: Inst...
DECLUTTERING
MARIE KONDO’S
BESTSELLER GETS
TRANSLATED INTO FINNISH
WASTE
POSITIVE
Image: http://www.japanculture-nyc.com/w...
CLEANWEB
MEETUPS ARE HAPPENING
ACROSS THE GLOBE
ADDRESSING RESOURCE
AND SUSTAINABILITY
CHALLENGES UTILISING
THE WEB
CLEANT...
28
•  Marketing Automation
•  Website Optimisation
(Attribution, Surveys, Heat
map, User Recordings)
•  Tag Manager
INSIGHT
M...
Sources
o  MEDIA!
o  https://live.fb.com!
o  http://www.theverge.com/2016/4/12/11395806/facebook-messenger-bot-platform-an...
Tbwa helsinki edges2016_q2.compressed
Tbwa helsinki edges2016_q2.compressed
Tbwa helsinki edges2016_q2.compressed
Tbwa helsinki edges2016_q2.compressed
Tbwa helsinki edges2016_q2.compressed
Tbwa helsinki edges2016_q2.compressed
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Tbwa helsinki edges2016_q2.compressed

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Edges 2016 Q2 Update
TBWA\Analytics & Insights

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Tbwa helsinki edges2016_q2.compressed

  1. 1. Edges 2016 
 Q2 Update TBWAAnalytics & Insights
  2. 2. In January we shared this report
  3. 3. We now updated it to: 
 Q2 
 Finland 
 Disruption®
  4. 4. Edges are marginal behaviours that point to broader changes in culture. What could be the McDonald’s proposition for consumers having these relevant edges in mind? Edging exercise 
 What could be your client’s proposition having these edges in mind?

  5. 5. What is an Edge? o  Edges are marginal behaviours that point to broader changes in culture. To identify edges, we start with emerging signs and indicators! o  From those, we consider the ones that will have an impact on brands and on business in the future ! TYPES OF EDGES TECHNOLOGY Big territory Trends that point to a new behavior. They emerge from combining examples/ triggers in several areas. Triggers / Examples within the territory. ROBOTS
  6. 6. BOT SHOPPING FB MESSENGER OPENS BOT PLATFORM TO SUPPORT CUSTOMER SERVICE MESSAGING
  7. 7. 10 LIVE VIDEO FACEBOOK LIVE VIDEO ISN OW AVAILABLE FOR ALL TO USE STREAMING
  8. 8. SQUARE VIDEO TO FIT EXPLODING MOBILE FACEBOOK USAGE, WINNING PUBLISHERS MAKE THEIR VIDEOS SQUARE VERTICAL VIDEO
  9. 9. VR FOR EMPATHY STANFORD DEVELOPED VR AVATAR TO EMPATHISE WITH COWS DESTINED FOR SLAUGHTERHOUSE VIRTUAL REALITY Image: www.telegraph.co.uk
  10. 10. CREATIVE A.I. MCCANN JAPAN APPOINTS FIRST AI CD LEARNING FROM HISTORIC & REAL TIME CAMPAIGN RESULTS ARTIFICIAL INTELLIGENCE Image: thedrum.com
  11. 11. HEALTH TRACKING NOKIA BUYS DIGITAL HEALTH COMPANY WITHINGS INTERNET OF THINGS Image: www.withings.com
  12. 12. CROWDFUNDING NORDEA BANK TO LAUNCH OWN CROWDFUNDING PLATFORM CROWD SOURCING Image: nordea.com
  13. 13. ROBOT EMPATHY PEOPLE ONLINE FELT HURT WHEN BOSTON DYNAMICS KICKED THEIR ROBOT DOG ‘SPOT’ ROBOTS Image: www.extremetech.com/
  14. 14. 19 ELDERLY MODELS 1OO YEAR OLD VOGUE FEATURES 100 YEAR OLD BRITISH MODEL AGELESS SOCIETY Image: vogue.com
  15. 15. TRANSGENDER MODELS CAITLYN JENNER IS THE NEW FACE OF H&M SPORT GENDER FLUIDITY x AGELESS SOCIETY Image: www.balleralert.com
  16. 16. FLEA MARKETS BUY YOUR NEIGHBOUR'S STUFF - HERTTONIEMI ANNUAL FLEE MARKET MORE POPULAR THAN EVER BEFORE LOCAL LOVE Image: http://villanuttu.net/wp-content/uploads/2014/04/P4270398.jpg
  17. 17. BUSINESS OPPORTUNITIES FINNISH STARTUP MONI PROVIDES EASY ACCESS TO MONTHLY GOVERNMENT ALLOWANCE THROUGH PREPAID MASTERCARDS XENOPHOBIA VS WELCOME REFUGEES Image: moni.com
  18. 18. ARTIFICIAL MEAT FINNISH START-UP GOLD & GREEN LAUNCHES PULLED OATS GO MEATLESS Image: www.goldandgreenfoods.com
  19. 19. UNUSED FOOD RESTAURANTS HELSINKI RESTAURANT COOKING WITH WASTE FOOD ONLY - WILL OPEN SPRING 2017 NO MORE WASTE Image: Instock.nl
  20. 20. DECLUTTERING MARIE KONDO’S BESTSELLER GETS TRANSLATED INTO FINNISH WASTE POSITIVE Image: http://www.japanculture-nyc.com/wp-content/uploads/2016/02/Marie-Kondo-Kinokuniya-2016.png
  21. 21. CLEANWEB MEETUPS ARE HAPPENING ACROSS THE GLOBE ADDRESSING RESOURCE AND SUSTAINABILITY CHALLENGES UTILISING THE WEB CLEANTECH Image: http://www.cleanweb.org.uk/
  22. 22. 28
  23. 23. •  Marketing Automation •  Website Optimisation (Attribution, Surveys, Heat map, User Recordings) •  Tag Manager INSIGHT MINING DIGITAL MARKETING AUDIENCE PLANNING DATA & TOOLS •  Target Audience Analysis & Segmentation •  Identifying Influencers •  Social Media Buying Optimization •  Earned Media Monitoring & Valuation •  KPI Setting •  KPI Dashboards & Reporting •  Social/Data Audit & Competitor Benchmarking •  Web & Social Analytics •  Trend Mapping •  Curated Newsletters & Dashboards TBWA ANALYTICS + INSIGHTS
  24. 24. Sources o  MEDIA! o  https://live.fb.com! o  http://www.theverge.com/2016/4/12/11395806/facebook-messenger-bot-platform-announced-f8-conference! o  https://www.newswhip.com/2015/10/five-quick-things-to-know-about-successful-facebook-videos! o  http://www.telegraph.co.uk/news/science/10232818/The-virtual-reality-cow-aiming-to-turn-steak-lovers-into-vegetarians.html! o  TECHNOLOGY! o  http://www.thedrum.com/news/2016/03/29/mccann-japan-hires-first-artificially-intelligent-creative-director! o  http://company.nokia.com/en/our-businesses/nokia-technologies/withings-announcement! o  http://www.nordea.com/en/press-and-news/news-and-press-releases/news-en/2016/2016-04-27-nordea-to-introduce-crowdfunding-service-to-the-market.html?utm_content=33360965! o  http://www.extremetech.com/extreme/199080-boston-dynamics-new-spot-robot-gets-knocked-down-gets-back-up-again! o  CULTURE! o  http://www.bbc.com/news/uk-england-coventry-warwickshire-36204002! o  http://www.adweek.com/news/advertising-branding/caitlyn-jenner-new-face-hm-sports-170159! o  https://www.facebook.com/events/1408140726153613/! o  http://arcticstartup.com/article/moni-opens-smart-payments-pilot-to-help-the-refugee-problem! o  SUSTAINABILITY! o  http://www.foodandwine.com/blogs/pulled-oats-are-newest-meat-substitute! o  http://nyt.fi/a1449809809055! o  https://kirja.elisa.fi/ekirja/konmari-siivouksen-elamanmullistava-taika! o  http://www.cleanweb.org.uk!

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