2009 emerging trends sparxoo

2009 E i2009 Emerging Trend Report

|1 2009 Emerging Trend Report | Sparxoo

Contents

1. Trend Report Introduction

2. Detailed Trend Analysis

3. About the Authors


Trend Report IntroductionTrend Report Introduction


Emerging Trend Report: An Introduction

We have understood the key cultural and business trends of the here and now with our Mainstream Trends. Our Emerging Trend Report is a cultural snapshot of how businesses are fusing new ideas with old and building a new and entirely forward-thinking world.

Putting the current socioeconomic and political ecosystems under a microscope, we have found the future leaders making significant i t th ld ith i ti i i htf l d i timpact on the world with innovative, insightful and compassionate products and services that aim to make real difference.

We are escaping into virtual worlds, watching millionaires go incognito as blue collars signing up for social networks for discounts andas blue collars, signing up for social networks for discounts and coupons, and creating games out of rock climbing. And how about a new measure of patriotism? 300,000. That's how many applications the Obama Whitehouse received, compared to the 44,000 sent to the Bush Whitehouse.

The velocity of new ideas, innovations and policy can be dizzying. That's why we've put our ear to the ground to discover what trends are going to emerge. We've fused our research and insight into 10


unique trends that comprise Emerging Trends of 2009.

Summary of Top 10 Emerging Trends

1. Sensory Mash-UpCompanies are finding new ways to re-energize products by connecting p g y g p y g(A)typical with (C)onvention to get (B)usiness.

2. MaximizersAs we find new ways to trim our budgets, consumers are emerging more savvy than ever.

3. DarwinismIn our dog-eat-dog world, the laws of survival are pushing us to adapt or die.

4. Patriotism 2.0To break through the heavy storm clouds ahead, it's going to take a renewed sense of enthusiasm as a nation.

5. Crisis=OpportunityToday smoke fills the air as our system is on fire. Tomorrow we will sift through the ashes to find new opportunities for rebirth.


Summary of Top 10 Emerging Trends (Continued)

6. HoudiniTo break from that straight jacket of work, family and social obligations, we need an escape. Just like the Great Houdini, we need to find that illusion to keep balance between "me time" and "them time."

7. RetrofittingT ki th ld d ki it i ill b t fTaking the old and making it new again will be paramount for consumers looking for authentic products with authentic prices.

8. Redefining IconThe leaders and influencers of tomorrow will take many shapes and formsThe leaders and influencers of tomorrow will take many shapes and forms. As we redefine our expectations for iconic figures, will we look to Paris Hilton or Perez Hilton?

9. Pay ForwardyAs we reprioritize what is important in our lives, even the secret millionaires can engender goodwill with surprising acts of generosity.

10. Private Eye


Our search for the truth has lead us to value realism over idealism, and break down stereotypes to realize the potential in everyone.

Detailed Trend AnalysisDetailed Trend Analysis


Trend 1. Sensory Mashup Multi-Experiential

Definition

To re-energize product appeal, many companies are looking

Examples

DigiWall. Recently, there has been a movement in the gaming toward unconventional ways to speak to our senses--often adding additional, more alternative ways to grab our attention. Sensory Mash-Up is all about finding different ways to makes us feel, using nontraditional methods. Whether its shoes or rock climbing, companies are connecting (A)typical to (C)onvention to get (B)usiness.

world to push gamers off the couch and into a world that further blurs the line between reality and virtual reality. DigiWall incorporates a fun, gaming experience into the sport of indoor climbing. Lights are embedded into the holds (aka, grips), so climbers are challenged to either climb using certain holds, or might be challenged to climb the wall within a certain time frame. g ( )

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Purely Experiential. Taking two unrelated, great ideas and smooshing them together is the core of the Sensory Mash-Up

d d b d h

g gThe portable wall is targeted toward children, but it provides a fun experience for adults.

AudioFuel. The beat of the drum guides our pace and the rest of the band carries our strength to do better. The people at AudioFuel began thinking... why not create a music download site for runners

h d h h b f h h k d l d dtrend. Most ideas are interesting, but do not have staying power. It's all about experimenting to create something interesting and new. Often times Sensory Mash-Up products are difficult to launch because they are too far in left field. But once in a while, Sensory Mash-Up works and becomes an instant sensation.

who need the right beat for the right workout? AudioFuel did just that, and then some. Runners can download beat-specific play lists (varying in intensity), with voice-overs counting the beats ,offering running tips and inspirational remarks.

Samsung. Traditionally, vending machine advertising has been left up to the product inside the machine Well Samsung hopes to

Custom Fit. Nowadays, companies are buzzing about, asking, "how can we customize this to our consumers?" Well, the ideas hatched from that question often times lead into Sensory Mash-Up. It begins with what part of your companies product can be customized. Is it your shoe color/design, or the size of your

left up to the product inside the machine. Well, Samsung hopes to change that. With their new 46" touch-screen Coca-Cola vending machine, unveiled at the International CES (produced by Consumer Electronics Association), Samsung gives a new face to the on-the-go snack machine (with much ad space, of course).

Key Words


y / g , ymug? Then, how are consumers going to customize... are they going into your store or are they customizing online?

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Blend, Enhance, Experience, Fresh, Mutli-Dimensional, Innovative

Trend 2. MAXimizersVenture for Value

Definition

Doing more with what you have is what the MAXimizer trend is all about. Whether it’s getting the best value in education or

Examples

Re-Tooling. In a recent survey, the Department of Labor reported a substantial job decline in the manufacturing and

finding the best bargains, a savvier shopper will emerge as we face economic hardships that challenge us to search for outstanding value. The MAXimizer trend is where the intellectual fulfillment of the classroom meets the great feeling of getting the best deal—keeping in mind that value is relative, regardless of class, no one wants to be taken advantage of.

construction sector, while education and government sectors remained unaffected. It is going to be evermore important that former employees with a high school diploma as their highest academic achievement return to the classroom. To have a competitive edge in a new job market, it is critical for workers to learn new skills., g

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Getting an Edge. In a competitive world, we need to stay a step ahead. Now more than ever, we have to capitalize on our strengths and push ourselves to be stronger and more competitive. Learning new skills is an important element in

Aldi’s Discount. Aldi’s deep discounts and no-frills philosophy (bag the baggers and serve yourself at the cash only registers) may be just the ingredients of a recession proof recipe. Already, Aldi’s low prices—up to 40 percent lower than those of regular supermarkets—have scored it a loyal following. Whether your h h ld i i $30 000 $300 000 i l ki fcompetitive. Learning new skills is an important element in

staying ahead of the curve. College admissions have seen an influx of applicants due to what some call the "bomb shelter mentality." Academia is a great way to boost your resume while dodging the harsh realities of a slow economy.

Savvy. Bargain hunting is key to those seeking to maximize

household income is $30,000 or $300,000 everyone is looking for real recessionary “rollbacks” and Aldi may be the answer to savings without having to “cutback” on purchases.

Perkler. This Australian website is the Amazon.com for rewards programs. Users sign-up for rewards programs that look interesting and Perkler com sends users rewards in store ortheir shopping dollar. Consumers are finding new ways to get

the best deal. Whether it is a web service or the penny-saver, coupons and discounts are the carrot at the end of the stick for the MAXimizer.

interesting and Perkler.com sends users rewards in store or online. It’s also a buy for niche shoppers or those looking for that unique something. Perkler has over 500 rewards programs with 150,000 rewards. Finding that right something can come with the right price.

Key Words


y

Savvy, Resourceful, Knowledgeable, Alternative, Value

Trend 3. DarwinismSurvive and Thrive

Definition

To summarize Darwin's work: adapt or die. When faced with a

Examples

The Detroit Three. Foreign automakers have been the driving seemingly insurmountable challenge, consumers nationally and internationally are forced to adopt a doctrine of change. We’re re-assessing our impact as individuals and a people while we adapt to our current social, technological, economic and political environment. Even blue chip companies could not stave off evolution. When adaptability meets reality, no one is immune to

force in innovation and efficiency. Unfortunately for the Detroit Three, their image has been quite the opposite. As the Detroit Three struggle to re-brand themselves into an image similar to their foreign counterparts, adaptation is a necessity for survival.

Rentobile. The up-to-date and “coolness” factor are two elements that d i e technolog Apple is all abo t the “coolness ” The sellp y y,

change.

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Extinction Just as in nature, when companies do not adapt, h f h l h

that drive technology. Apple, is all about the “coolness.” They sell “cool.” And consumers are constantly changing phones to get the most recent “cool.” Rentobile has squeezed itself between the traditional supplier and consumer to meet our incessant need for this “cool.” It offers mobile phones for rent, much like Blockbuster, except with $200-500 products. Simply rent a phone on a month-to-

h b d f l k k f h lthey face certain extinction. At this pivotal time in our history, we have to make tough decisions. And for those who lack foresight, their future is uncertain.

Adaptation. Companies and people alike have a choice… either change and march ahead, or give up and fall behind. Through our business decisions and personal behavior (whether it’s

month basis and if you like it, keep it for however long you want. Then, if Blackberry comes out with a new phone, exchange your old product for the new “cool.”

China. The 2008 Beijing Olympics was a snapshot of an emerging global economy experiencing some sizable growing pains. Pollution, national infrastructure overpopulation international image are aour business decisions, and personal behavior (whether it s

buying or voting etc), we have to adjust to our shifting environment if we want to be successful.

national infrastructure, overpopulation, international image are a few of the issues hitting the worlds third largest economy (surpassing Germany, according to the World Bank) like a ton of bricks. China's policy of isolation has taken a 180-degree turn in direction--making adaptation essential for continued success and growth.


Key Words

Adaptation, Extinction, Evolve, Survival, Change

Trend 4. Patriotism 2.0United We Stand

Definition

What does it mean to be an American? As a nation, our sacrifice,

Examples

Ballot of Hope. Barack Obama has been a symbol of hope and spirit, ambition and innovation are all links in a chain that pulls our country forward. With strong leadership and spirit, we can wade through the hard times of today and those ahead. As in our history, the links in our chain become stronger with the weight we carry. To pull ourselves out of this economic rut, our expectation and goals require renewed national enthusiasm.

change for many Americans struggling today. His unique and insightful perspective has truly inspired a nationalistic spirit that yells out, We can do it—we will prevail!

Helping Hands. Over 60 million Americans volunteered through an organization in 2007, according to the Bureau of Labo Statistics Tho gh ol ntee ism in ecent ea s hasp g q

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Leadership. As we are all important in strengthening the integrity of country, it’s new, fresh leadership that dictates our

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Labor Statistics. Though volunteerism, in recent years, has faded, given the radically different economic, social and political environment, more Americans will make that sacrifice for the greater good.

300,000 Applications. If there is any indicator of patriotism, the 300 000 applications received by the Obama administration issocial, economic and political direction. New thought and insight

on all levels—from community-based all the way to the Oval Office—are the driving forces that move and inspire us to create a better country.

Sacrifice. To join as a country, there has to be a consensus—everyone has to be on the same page Our acceptance of

the 300,000 applications received by the Obama administration is it. Compared to the 44,000 George W. Bush received during his first term, the Obama administration has become a symbol of Americas pride in its future.

Made In America. Product origins will mean much more to Americans as our economy continues to slump. Products made in everyone has to be on the same page. Our acceptance of

collective sacrifice is paramount to the unity and success of our country.

Pride. As we face to each other for help in these trying times, we are re-discovering our identity as a country. As we redefine what it means to be an American, we are adopting a feeling of

the US don’t just signify jobs; it’s a stamp of quality. Many third world nations, and even developing nations, turnout products that have zero quality control. In America, with government entities like the FDA, when consumers buy homemade products, they’re also buying peace-of-mind.

Key Words


, p g ghope, pride and dignity from within. Key Words

Hope, Sacrifice, Leadership, Unity, Pride

Trend 5. Crisis = OpportunityRebuilding From the Ground UpDefinition

John F. Kennedy once noted that the Chinese character for the word, “crisis” has two brush strokes: one stands for danger, the other opportunity. Many have drawn parallels with the economy

Examples

Bankruptcy. More often than not, bankruptcy has serious negative overtones. Of course it does… it means you or your business are losing everything. Instead of thinking the glass is half empty, think

of today with the economy of the Great Depression. It was a time when America needed heroes (DC Comics, 1934), when we needed personal security (Allstate Insurance, 1931), a positive image of ourselves (Revlon, 1932) even simple pleasures (Sara Lee, 1939). No matter what the economic outlook may be, leaders will always innovate to meet the needs of the time

of bankruptcy as a fresh start—a clean slate to start anew. It is a second chance to begin a life without debt. Though there are many restrictions on those people or businesses that claim bankruptcy, it’s a second chance nonetheless—an opportunity to do better.

Eco-Friendly Business. Let’s begin with the problem: the environment is in crisis Next Barack Obama takes the oath ofy

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Critical Juncture. These are defining moments in our history. Those after us will judge our decisions based on our merit, courage and capacity to think and create without borders. In the 11th hour, we will prove our worth through innovative ideas and

environment is in crisis. Next, Barack Obama takes the oath of office. As promised on the campaign trail, Obama delivers on his word to fix the economy with a stimulus package. Included in the stimulus package are “green jobs.” More green jobs translates into a larger green market. A growing green market equals opportunity. Thus, crisis=opportunity.11th hour, we will prove our worth through innovative ideas and

the motivation and focus to execute them.

Clean Slate. Through the ashes, there is great possibility and room for experimentation and innovation. We are a nation of dreamers and do-ers—combined is an opportunity to emerge from this crisis stronger and wiser than before. We have an

Overqualified. The LeBlanc family exemplifies a fate many Americans face in an economic slump. Rob LeBlanc, formerly a restaurant manager, lost his job from the challenging economy. He was forced to work as a pizza delivery person to get by—to pay for the bare necessities for his family. Like many Americans, the LeBlanc family is going to make many sacrifices to just get by We areopportunity to change the status quo in a major way. Our minds

are open to new ideas, to thinkers with a fresh perspective because convention has lead us to this critical juncture.

Soul Searching. When confronted with fear, particularly in careers, we are challenged by change. We are taking precautionary measures like putting in those extra hours or

family is going to make many sacrifices to just get by. We are challenged to work outside our boundaries, as we struggle to stay above water.

Key Words


precautionary measures, like putting in those extra hours, or deciding whether job insecurity is so great it’s time to move on. When faced with fear, we are confronted with the reality of life.

Restructuring, Rebirth, New Direction, Innovation, Possibility

Trend 6. HoudiniGet me outta here

Definition

In a world where we feel bound by a straight jacket, we need to

Examples

Cultural Perspective. College is a time to expand your find a way out. Just like the Great Houdini, illusions are a much needed escape from everyday life. Whether you’re an avatar living our your virtual fantasy, or dining in a four-star restaurant in Paris, we need to find that escape—to unwind and rejuvenate. To forget about life for a while, to perhaps even turn the Blackberry off if even just for a few moments, helps us stay

intellectual horizons. However, expanding horizons doesn’t just happen reading Faulkner or hunched over an exam. It can mean quite the contrary. Understanding cultural diversity is an important element that’s on the rise. Because college study abroad programs tend to be much less expensive than a vacation, more college students are going to take that semester y j , p y

focused and maintain balance so we can do it again tomorrow.

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Disconnect. More often than not, we’re plugged in. Cell phones, d l h ’ h

, g g gor two off to learn about Italian architecture, not from a book, but standing inside the Vatican.

WOW , Second Life. World Of Warcraft is an example of our need to leave this world and live vicariously in another. It is a form of self-expression that puts the user in the drivers seat.

h h h b d d d hcomputers, meetings etc, dominate our lives. That’s why once in a while we need to unplug ourselves from the technology and office… to just take a break. Nothing says unplugged like leaving the cell phone and computer at home and exploring another country.

Virtual Vacation A more immediate get-me-outta-here escape

Whether that expression is embodied in death or creation is completely up to the individual. There are the Second Lifers who value growth, connection and innovation, whilst the Grand Theft Autos vent frustration with the pursuit of chaos. WOW is somewhere in between. There will be growth in the avatar world, as consumers spend more time inside and value the time vs Virtual Vacation. A more immediate, get-me-outta-here escape

is a vacation into the virtual world. After a stressful day at work, why not plug-in to a world where you are in control; where you can connect with friends that have your back, even when there’s a 2,000-pound monster ready to eat you.

money spent ratio

Key Words

Escape, Vacation, Reality, Disconnect, Surreal, Virtual


Trend 7. RetrofittingReinventing Classic

Definition

Taking something old and passé and making it "cool" again is nothing new. Fashion is always recycling the style of yesterday and putting today’s spin on it. But fashion is not the only

Examples

Bigelow Apothecary. The apothecary vocation might conjure images reminiscent of a Shakespearian drama. Perfect, says Bigelow. Shakespearian is good. It's the pinnacle of linguistic g

industry actualizing the Retrofitting trend. Companies are finding new and interesting ways of giving a face-lift to products of old. Though innovation runs through our veins, new products don't have to look slick. As we search for authenticity in our lives, we will turn to familiar, comforting, quality products.

g g gperfection--an emblem of quality. Then it's no surprise Bigelow introduced its Apothecary collection to the Bath and Body Shop. Bigelow Apothecary exemplifies why the Retrofitting trend is emerging. It harks back to a time when products were made to a higher standard.

Th I ibl P j t R b th i t t fil P l id

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Authenticity. New isn't always better. Well, new is good, but as long as it doesn't look like it. It's called vintage-chic. Often times, products from a different era are altogether new products.

The Impossible Project. Remember the instant film Polaroid camera? Well, nowadays it's been pushed aside by digital technology. You can't purchase the integral film it requires to operate. That's why the Impossible Project is calling on the help of instant film aficionados to donate funds in an effort to reproduce the film that inspired instant photography.

What a strange paradox. But consumers crave authenticity, because authenticity means quality.

Reinvention. Taking a pastime product, like Coke, and reintroducing the glass bottle design is ingenious. In effect, Coke is reinventing its product. That glass Coke bottle represents a time when quality was the cornerstone of company promise You

Lush. The bath and body store, Lush, were in a pickle: stores are only so big and Lush wanted to offer new and old products consumers love. Solution: the Internet. Offer the latest products in store (with a couple retro products in the mix) but create an online store that sells everything from the originals to the latest and greatest product linetime when quality was the cornerstone of company promise. You

might even think it tastes better. Now, as companies are hacking away at budgets, quality will suffer. Therefore, the market for quality goods will be less competitive, which equals opportunity. Companies that can deliver authentic products with authentic pricing will have the upper hand.

and greatest product line.

Key Words

Authentic, Quality, Classic


Trend 8. Redefining IconHeroes Emerge in Challenging Times

Definition

“There are dark shadows on the earth but the lights are stronger in the contrast” (Charles Dickens) Heroes take many shapes and

Examples

Sullenberger. Chelsey Sullenberger III became an instant hero when he safely landed US Airways Airbus A320 in the Hudsonin the contrast (Charles Dickens). Heroes take many shapes and

forms. As we move forward, we are redefining our expectations of both our leaders and of ourselves.

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when he safely landed US Airways Airbus A320 in the Hudson River, saving the 155 passengers from a potentially fatal crash. It’s times like these where heroism like Sullenbergers’ will bring hope to dim future.

Perez Hilton. From the underbelly of celebrity gossip scene, Perez Hilton broke through the celebrity prattle by providing

Influencers. American celebrity has just gotten a face-lift. Though the glitz and glamour of Hollywood-like celebrity is a cultural mainstay, with the inception of the Internet, celebrity has been democratized. Now, any Internet user with a loud and interesting enough voice to be heard above the constant drum of Internet chatter can ascend to celebrity Celebrities particularly

Perez Hilton broke through the celebrity prattle by providing uncanny up-to-date juicy celebrity info. His Internet popularity launched him to TV stardom with a number of red-carpet interview spots for celebrity media, and even his own TV show.

Key WordsInternet chatter can ascend to celebrity. Celebrities, particularly bloggers, will be judged on the character, not their low-cut dress… unless that’s what the blog is about, of course.

Heroes. To quote a famous action toy, “Extreme times call for extreme heroes” (G.I. Joe). We are looking to our political, economic and social leadership for guidance. Our expectations of

Key Words

Hero, Challenging Times, Celebrity

them are elevated to a higher standard than before. We have more faith in them. Therefore, when our leaders fail us, the repercussions and frustration are amplified.


Trend 9. Pay ForwardGood Deeds Beget Good Deeds

Definition Examples

When John F. Kennedy famously said, “Ask not what your country can do for you, but what you can do for your country,” he understood the inherent goodwill of Americans. We have to rely on that goodwill in the face of difficult challenges. Our compassion for one another is a common thread that unites us. It was with this idea of compassion that JFK inspired thousands

Peace Corps. John F. Kennedy created the Peace Corps with the idea that Americans are genuinely charitable. That idea has carried through the decades. Over 170,000 Americans have served their country and their fellow man through the Peace Corps since its conception in 1961.

S t Milli i N thi lit h k lik ki fIt was with this idea of compassion that JFK inspired thousands of Americans to serve selflessly for the good of our fellow man. JFK’s message was strongly echoed after 9/11 and stronger yet after the near collapse of our financial systems.

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Secret Millionaire. Nothing says reality check like working for minimum wage, living in an impoverished community and lending a helping hand—particularly for a millionaire. Fox’s new show Secret Millionaire does just that. After the undercover millionaires have had a chance to see how “the other half lives,” they decide who receives a gift of $100,000. It’s a lesson in Spin

Goodwill. Doing good deeds for others is fulfilling. Have you ever seen a person mad after they walk the little old lady across the street? No, their good will engenders a feeling of purpose and meaning that is tremendously rewarding. As we face difficult times, we are humbled and unified through our collective

humility that breaks lifestyle barriers to enlighten the more fortunate with the realities of the less fortunate.

Northland Professional. Donating a portion of your company profits is a noble gesture. However, it doesn’t resonate like it should with the everyday consumer. It’s difficult to see bank-to-bank transfers and more often than not most people do notg

experience. As a result, the good within us will shine through

Karma. Stemming from the Hindu religion, the concept of Karma comes from the idea that your actions in the here and now will effect the future you. Those that committed wrongdoing before will now face the consequences of their actions. Those th t t d i d f ith ill b d d ith b tt f t

bank transfers, and more often than not, most people do not benefit from your companies charity. Austrian outdoor fitters, Northland Professional tacked winter apparel to their billboards for passerbys’ to just… take. Northland Professional’s project is a lesson in charity with impact that meets everyday reality.


that acted in good faith will be rewarded with a better future.Key Words

Charitable, Goodwill, Fulfillment, Giving

Trend 10. Private EyeMagnifying the Truth

Definition

Drilling down. That's what this trend is all about. It's getting to

Examples

Donald Trump. Yes, Trump Entertainment has filed Chapter 11. the core of what truly matters--pushing stereotypes aside and finding the truth. As we face challenging times, we are our personal gumshoe. We need to follow the clues and rely on the cold-hard facts to find out what is real and whom we can trust.

A contributing factor to Trump Entertainment’s bankruptcy was the aspirational image synonymous with the flamboyant spending playboy Donald Trump. In times where perspiration and realism outweighs aspiration and idealism, it is no surprise Trump Entertainment has made the plunge yet again.

Timoth Geithne T eas Sec eta Timoth GeithneSpin

Breaking down Stereotypes. Stereotypes are like safety blankets in the middle of the night--they provide warmth and give us the feeling of security. But as we continue to face difficult times, reality is ripping that security blanket from us and

k f f h dd d

Timothy Geithner. Treasury Secretary Timothy Geithner learned a valuable lesson when he tried to shoot the moon with the announcement of the bailout package. Why? Again, Geithner was talking from a cloud, not face-to-face. His bailout was no silver bullet and investors caught-on, causing the DOW to plummet 381.99 points, or 4.6 percent.

making us confront our fears. We are shedding our preconceived notions about what we think others can do to find out what they can do, as we seek to maximize everyone’s potential.

Aspiration VS Perspiration, Idealism VS Realism. Big, grand ideas that floated in the clouds were once a sought-after company promise The sky-is-the-limit kind of thinking has taken

Keywords

Hard Work, Truth, Realism

company promise. The sky-is-the-limit kind of thinking has taken a back seat as we fight to balance our budgets. Sweat, hard work and numbers are becoming increasingly important as we struggle to sustain business.


About the AuthorsAbout the Authors


Sparxoo strives to create purposeful impact for the long-runp p p p g

S b ild i blS i i i h Sparxoo builds sustainable relationships while delivering meaningful impact on projects with a purpose.

Sparxoo is pioneering the next generation of business that is founded in the principles of:

S i l t hi a purpose.

We are expanding our network of socially minded leaders and hope to become a leader in this category.

• Social entrepreneurship

• Real responsibility

• Creative community g yy

• Courageous leadership


We fuse right-brain and left-brain capabilities to deliver creatively strategic solutionsy g

Branding

Digital M k ti

Branding

Marketing

BusinessD l tDevelopment


We are leaders in the digital and branding communityg g y

Leading the conversation with

advanced perspective

Published and quoted by influential digital

publications

Sharing our expertiseSharing our expertise with entrepreneurs and future leaders


We provide leadership in the pursuit of breakthrough results as personally defined for your companyp y y p y

Early Stage Emerging Leaders Market Leaders


David Capece provides strategic leadership with a focus in digital media & entertainmentg

David Capece serves as a strategic advisor to media & entertainment companies. His recent projects have included digital growth strategy initiatives with Comcast, Lif ti d NBC ll l t t I th i t D id hLifetime, and NBC, as well as several startups. In these assignments, David has provided strategic leadership in market planning, brand positioning, online marketing, and business development.

D id h b f d di it l di t iti b i i ith thDavid has been focused on digital media opportunities beginning with the development of the Baltimore Orioles first web site in 1997, continuing in his Internet venture capital experience at Katalyst, and more recently as a member of the ESPN.com management team. As a Senior Director at ESPN.com, David was a key leader in building and executing long range plans. He oversaw marketing projects for new media products led growth strategy and served as the head ofprojects for new media products, led growth strategy, and served as the head of online marketing.

David has 12 years of business experience in investment banking, venture capital, and consulting where he has worked on over $800 million in private placementand consulting where he has worked on over $800 million in private placement, IPO and M&A transactions. David graduated with an MBA in Finance and Marketing from Wharton Business School, and has a BA from Johns Hopkins University.


We have a team of strategically creative business professionalsp

Katherine Parsons is a creatively strategic marketing professional with a passion for brand development and innovation. Industry experience includes research idea generation, strategic writing and project management. Most recently, Katherine was a Senior Consultant in the Strategy department at Interbrand NY. Prior to that she worked at Faith Popcorn’s BrainReserve and McKinsey. She holds a MSc from The London School of Economics in O i ti l d S i l P h l d BA f W ll lOrganizational and Social Psychology and a BA from Wellesley College.

Ethan is a creative writer whose talents stretch to brand development and even business strategy. Ethan has written Internet business plans, developed consumer product brand platforms, and has provided creative leadership to advertising

i P i l Eth ti it thcampaign. Previously, Ethan was a creative writer on the advertising team at Partners and Napier. He also contributed to the Democrat & Chronicle newspaper as a News and Politics Editor. He holds a BA in Communications and Journalism from St. John Fisher College.


100 Merriman Street, #5Rochester, NY 14607

646-345-1800

www.Sparxoo.comwww.Sparxoo.com

D id C K th i P Eth LDavid CapeceManaging Partner

[email protected]

Katherine ParsonsSenior Strategist

[email protected]

Ethan LyonSenior Writer

585-730-1404 [email protected]


2009 emerging trends sparxoo

Business

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