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I came across a great 2010 predictions article this morning, though I had to find it by reading John Durham’s wall on Facebook (John is a principle of Catalyst:SF a haps dig. co.), which pointed me to a IAB SmarBriefs piece, that directed me to, of all places, Adweek. Can you say circuitous? Here’s the piece.

Anyway, it made me think about doing a couple of predictions of my own.  (RIP William Safire…I loved your yearly predictions with the multiple choice answers.)

 Here are my predicktions:

  •  The Dachis Group will be purchased by a big consulting company. Capgemini perhaps.
  • Razorfish will snap out of its post-Microsoft “Where are my stock options?” malaise and see mad growth fueled by traditional brand business.
  • Iran will continue to revolt and the Iranian gov’t will buy Twitter.
  • Pete Doherty will clean up, become a father and get hit by a bus of tourists.
  • Gareth Kay’s name will make it to Goodby’s stationery.
  • BBH will lose the Cadillac pitch because of a dream someone at GM had.
  • The economy will show signs of real life by the time the leaves pop.
  • Brand strategy will make a comeback following tactics-palooza.  
  • A teenage with a vowel in her name will emerge as the next Mark Zuckerberg.

 Peace it up!

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Cap This!

CapGemini is a very good IT Consulting company. A large chunk of its revenue is tied to outsourcing. I have had the pleasure of working for Cap as a marketing agent and they have always had a good product and a good strategic angle but their communications strategy, especially in the U.S., has faltered. It is nowhere more evident than in their latest outsourcing print ad campaign.
This stuff is “we’re here” advertising at it very worst. “We’re here” advertising explains what business you’re in and gives customers a way to get in touch. No selling. No art. No emotion.
In today’s ad, adjacent to a cartoon of a hotel employee dressed in desert fatigues collecting car keys from a couple getting out of a car is the headline “In our hands, your system will never get out of hand.” The metaphor, apparently, is “your car is in good hands, while in the hotel.”  OMG! The copy prattles on about outsourcing giving you the freedom to do what you do best, or some such nonsense.
I did some planning for the outsourcing group at Cap and they are way smarter than this. The top bosses may not be, but the line general certainly was. This is a disgrace. Who would want to outsource their business to a company who can’t communicate clearly.
In case anyone is reading the business press: Capgemini is in the outsourcing business. Woo hoo!

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