JWT Spots Seventy Things to Watch in 2007

Dec 27, 2006, 00:00 ET from JWT

    NEW YORK, Dec. 27 /PRNewswire/ -- JWT, the largest advertising agency
 in the U.S. and the fourth-largest in the world, announced today 70 "in"
 products, services and trends that will help to define 2007.
     "Trends are illustrated by the products and services that exemplify
 them," says leading trendspotter Marian Salzman, EVP, chief marketing
 officer of JWT Worldwide and co-author of the new book Next Now (Palgrave
 Macmillan), a travelogue into the near future. "By examining what resonates
 with consumers, we can identify the larger patterns that will shape our
 lives in the years to come."
     "As globalization continues to make our world seem smaller,
 localization will come to a head in 2007," says Ann Mack, director of
 trendspotting at JWT. "We'll put great emphasis on sourcing everything from
 food to textiles. Decadent and excessive consumption will fall to the
 wayside as we stress quality, minimal environmental impact and support of
 local producers."
      1. Skype/VoIP
      2. Wii and the next-generation gaming systems
      3. The business of social networking
      4. Pop-up stores, restaurants and bars ... installation style
      5. Shrinky Dink technology (TVs are flat and hidden, iPods are down to
         half an ounce, speakers are smaller and less visible, and so on)
      6. The rise of nanotechnology
      7. Sustainable construction/green buildings
      8. Hydrogen fuel cell technology
      9. Veggie-bus: school buses running on biodiesel fuel
     10. Trans-fat fallout
     11. Reality show talent searches
     12. Ohio State's freshman basketball phenom, Greg Oden
     13. Fear of agri-terrorism
     14. Halal foods
     15. Participatory advertising (user-generated advertising and music video
     16. Premium-drink bars
     17. Organic fabrics
     18. Stem cell research
     19. Iceland
     20. Hybrid dogs
     21. Locally sourced produce
     22. Churchonomics: religion as big business
     23. Reunions of donor insemination siblings
     24. Hitting the off button: demanding downtime
     25. Indian cross-over actress Aishwarya Rai
     26. Home-schooling
     27. Natural building materials such as stone and wood
     28. Binge chilling
     29. Personalized diets
     30. Brand sluts
     31. Modernized tradition
     32. Chindia
     33. Alpha moms
     34. Internet TV
     35. Citizen journalism
     36. RSS feeds
     37. Fresh Direct
     38. Google domination (Google as acquirer, and Microsoft as Google
     39. Mobile video
     40. Rachael Ray
     41. Inconspicuous consumption
     42. X-Factor's Leona Lewis
     43. Dreamgirls' Jennifer Hudson
     44. Environmental causes
     45. Companies going green
     46. Barack Obama
     47. Soft, natural hair
     48. Microgeneration (generating one's own energy)
     49. Party planning for teens
     50. Paying for user-generated content
     51. Higher-waisted pants
     52. iPhone
     53. Co-branding (think Nike plus Apple)
     54. Britain's Amy Winehouse
     55. The rebirth of raves
     56. Energy-saving lightbulbs
     57. Sacha Baron Cohen
     58. Mash-ups (music, Web sites, everything)
     59. Japanese apparel chain Uniqlo
     60. Promoting "Brand Me"
     61. Ensemble TV casts (Ugly Betty, Grey's Anatomy, Heroes, Criminal Minds)
     62. Multilingual cinema
     63. "Kidults"
     64. Transformers (the movie)
     65. Web-based microfinancing
     66. Generosity
     67. Al Gore, the environmentalist
     68. Unstrategic alliances (Paris and Britney, Tom and Brooke, Bush Sr. and
     69. Europeans getting fatter
     70. Age shuffling (40 is the new 20, for example)
     About Next Now: Trends for the Future
     Marian Salzman and Ira Matathia slow the world's ever accelerating spin
 just long enough to explore how technology and globalization are shaping
 the near future and to connect the dots between international forces and
 our day-to-day lives. The book holds up a cultural mirror that allows
 readers to better understand their own attitudes, anxieties and
     About JWT
     JWT's heritage of brand-building excellence extends back to 1864,
 making us the world's oldest advertising agency brand. In 1939, JWT
 pioneered the first national consumer research panel. In 1988, we created
 the first research study of consumer lifestyles, "Life Stages." We believe
 in being anthropologists first, advertising people second. JWT, which
 celebrates its 142nd anniversary this year, ranks as the largest
 advertising agency brand in the United States and as the fourth largest
 full-service network in the world. Its parent company is WPP (Nasdaq:  
     Contact: Marian Salzman
     E: marian.salzman@jwt.com
     P: (212) 210-7585
     M: (646) 361-1837