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Always been confused by this too. Also as a “culture” agency, they seem desperately lacking in it themselves....
I mean if you like reading the internet and “connecting the dots” on trends then could be fun. Actually sounds like a blast to me I just think I would be unsatisfied with what I was helping create. Seems like they’re positioning themselves to be cultural thought leaders with their briefings but they still lack a case study that says we predicted X trend before it happened and helped a brand lead it resulting in Y measurable benefit. Definitely seems more of a cultural anthropologist planning role so creating thought leadership reports etc. again not my thing but I’m not knocking it.
Oh and within Omnicom nobody knows exactly how to use them or for what.
I’m frankly impressed by their ability to monetize bullshit. It reads like a parody: https://medium.com/sparksandhoney/meet-q-the-machine-at-the-heart-of-sparks-honey-4e15a24a514b
I’m frankly impressed by their ability to monetize bullshit. That article reads like a parody. Do clients actually fall for this stuff?
What’s not to love about a periodic table of trends? 😉
Also agree that although it’s puzzling it’s also impressive that they monetized it.
Plus they give it away... :/