CONTENTS
P003 ACKNOWLEDGEMENTS P006
PREFACE
P010 WELCOME
PART ONE: REALITY IT’S ALL MARKETING Recognising Reality and Living with Ourselves P021 OFFLINE ACTION AND INACTION A New Vision of Value P030 ANTI-TREND FORECASTS Futurology in the Creative Industries P035 MILLENNIAL MELTDOWN The Everyday Adoption of Marketing Jargon P041 FROM POSSESSION TO ACTIVITY The Humanisation of Commercial Creativity P045 PURPOSE SMURPOSE On Appropriated Crusades P016
P018
P048
INTERLUDE I
P052 WE’RE
IN TOTE HELL The Proliferation of the Tote Bag P054 THE CULT OF DIGITAL An Industry Brainwashed P062 WHAT’S HOT AND WHAT’S NOT Why ‘Relevance’ Lives Offline P065 OVER CONTENT CREATION Putting the Audience Before Yourself P071 OBSCURED PERSUASION Vigilance Against Covert Marketing P076 SHOCK ME. PLEASE. Pervasive Boring Creativity P079 TIRED OF PANEL TALKS Why This Format Has Reached Fatigue P082 EVERYONE IS BORED Everything is Boring P086 FAKE BUSY Nobody Wants to be Vacant