W Network proudly presents Marian Salzman on the Top 10 trends in the MarketPlace: Female vs. Male and Top 10 Trends: US vs. Canada.
BREAKFAST EVENT DETAILS
- Date: Tuesday, March 21st, 2006
- Location: The Carlu
- Time: 8:30am - 11:00am
- RSVP by March 6th (By invitation only)
Top 10 Trends in the MarketPlace: Female vs. Male
Find out how differentiating attitudes amongst men and women have created a great change in the way they consume certain products and services today. In some ways more the same and in others much greater divides. How products and services are changing to accommodate the differences with great care to make both genders "feel special".
Top 10 Trends: US vs. Canada
Marian compares and contrasts the US vs. Canada to see where there is leverage and where there needs to be discrete strategies in today's market. From Marian's study we know that Canadian women are the most sexually dissatisfied of the markets covered, and they are also most conscious of the male-female divide. From there, we can begin to draw conclusions about the psychographic specificities that is the Canadian market and how they have been handled in the US.
MARIAN SALZMAN BIO
- Marian Salzman, executive vice president and director of strategic content for America's largest and oldest advertising firm, J. Walter Thompson (JWT), is one of the world's leading trendspotters/futurists. She was named among the "top five in the world" in 2004, along with Li Edelkoort, John Naisbitt, Faith Popcorn, and Peter Schwartz, by the global publisher VNU.
- Executive Vice President, Chief Strategy Officer, Member of Worldwide Executive Committee at Euro RSCG Worldwide, also responsible for the creation and management of the Creative Business IdeaTM Learning Laboratory.
- President of Intelligence Factory, a global think tank at Young & Rubicam in New York, serving clients and colleagues worldwide.
- Worldwide Director, Department of the Future at TBWA International in Amsterdam.
- Director of Consumer Insights and Emerging Media at Chiat/Day.
- Founder and president of the research and strategy boutiques owned by Jay Chiat
- Salzman is author or co-author of 11 books on topics ranging from current affairs to the youth market to the commercial workplace. One of her most recent books, Buzz: Harness the Power of Influence and Create Demand (John Wiley & Sons, May 2003) has been among Wiley's/Brandweek's top 10 business sellers since publication. She and co-authors recently completed The Future of Men in September 2005.
- Marian Salzman is an alumna of Brown University and the Graduate School of Arts and Sciences, Harvard University. She is based in New York City, travels extensively throughout Europe, Latin America, and Asia, and lives in a renovated barn in the Silvermine section of Norwalk, Connecticut with two golden retrievers. Her hobbies and interests include fishing, flea markets, and folklorica.
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PRESS EXCERPTS
"A Daily Miscellany of Information," The Globe and Mail (U.K.) (Michael Kesterton), October 27, 2005
"The metrosexual is dead: long live the ubersexual," reports the London Observer.
…Marian Salzman, co-author of a new book, The Future of Men, is the advertising executive who first promoted the rise of the metrosexual. She now says that there's a return to old-fashioned maleness: "Ubersexuals are confident, masculine and stylish, and committed to uncompromising quality in all areas of life"…
"Out of the Box: The Uber-Measure of a Man," AdWeek.com (Becky Ebenkamp), October 24, 2005
Who's sexy and stylish but able to leap tall towers of hair product in a single bound? The ubersexual, this year's male model who's more evolved and involved than mirror-obsessed metrosexuals, says JWT Worldwide.
Marian Salzman, the New York-based agency's evp/director of strategic content, has identified this emerging male prototype…
…In her new book, The Future of Men, Salzman identifies ubersexuals as men who embrace the positive aspects of their masculinity, such as confidence, leadership, passion and compassion. Only they do so without giving in to negative Neanderthal stereotypes…
…He's a Marlboro Man who doesn't smoke.
"Sexy, Brainy: Meet the 'Ubersexual' Man: The Trendspotter Who Gave Us the Metrosexual Has Come up with an Even Better Man," The Ottawa Citizen (Chris Cobb), October 13, 2005
"Ubersexuals are the most attractive (not just physically), most dynamic, and most compelling men of their generations," says New York advertising executive Marian Salzman, who invented the word.
"Ubersexuals," she adds, "are tired of taking their behavioural and fashion cues from their female counterparts and from men's magazines that boil men down to their basest, most simplistic. These are men who embrace the positive aspects of their masculinity - confidence, leadership, passion, compassion - without giving in to the stereotypes that give guys a bad name…"
Salzman has serious intent and says ubersexuals are a significant segment of the male demographic that is being overlooked by advertisers and markets…She says the media is so preoccupied portraying men as womanizers or clueless oafs who constantly look to women for direction that they're missing an important shift in the real world.
Here are Salzman's top 10 most famous ubersexuals, in descending order:
10. Daily Show host Jon Stewart, 9. Guy (Mr. Madonna) Ritchie, 8. Actor Pierce Brosnan, 7. Actor Ewan McGregor, 6. Barack Obama, 5. Arnold Schwarzenegger, 4. Donald Trump, 3. Former U.S. president Bill Clinton, 2. Actor Gerorge Clooney, 1. Bono
"Male Trend Engenders Change, Backlash/Out with the Old: Meterosexual, In with the New: Ubersexual," The New York Times (Andrew Adam Newman), October 11, 2005
The trend-spotting authors who popularized the term "metrosexual" to categorize straight men who exfoliated, wore Diesel jeans and took longer to get ready than their girlfriends have decided that the two-year-old phenomenon is, well so two years ago. The new ideal, according to Marian Salzman, Ira Matathia and Ann O'Reilly in their new book, The Future of Men, is the "ubersexual."
…Ms. Salzman, executive vice president of the advertising giant JWT, said that she was consulting last year for a men's skin-care line when she "realized there had been a push-back against metrosexuality, against the softness of it," and it led her to recommend "more clean-smelling than perfume-y" items.
"Men in my view don't want products that are derivative of female products," she said. "They want things that are male rather than female."
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RECENT BOOKS
The Future of Men
By Marian Salzman, Ira Matathia, Ann O'Reilly;
Palgrave Macmillan (September 2005) (Czech-, Hebrew-, Korean-, and Portuguese-language editions to be published in 2006-2007)
PUBLISHERS WEEKLY: "…Written with great élan and hyperbolic vigor, the book features a liberal dose of media and pop-cultural references alongside excerpts from 70 interviews conducted with 'real people.' Based on these observations, the authors have identified what they believe to be the pinnacle of M-ness-the 'Ubersexual'-an extension of the metrosexual, minus the sexual ambiguity.…Targeted at readers looking to connect with the elusive male consumer, the book should stimulate more than its share of water-cooler conversations and trend-forecasting magazine articles."
Buzz: Harness the Power
of Influence and Create Demand
By Marian Salzman, Ira Matathia, Ann O'Reilly;
John Wiley & Sons (April 2003) (Dutch-, French-, Korean-, Portuguese-, and Russian-language editions published in 2004)
FINANCIAL TIMES: "…Brand owners must get their wares talked about. The question is how? The authors of Buzz... believe they have an answer…"
Next: Trends for the Near Future
By Marian Salzman, Ira Matathia, Ann O'Reilly;
Overlook Press (September 1999) originally published in Dutch in December 1997 (13 editions of the book have been published in languages ranging from Mandarin to Portuguese)
The Almanac of the future… discover what's new and exciting and around the corner.
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