In Brief

With the New Year upon us, we asked the strategic planner formerly of Wieden + Kennedy and Apple what he thinks will dominate in 2013.

A prediction for 2013? Given that there is no official future, I think I will have to simply share a scenario: a story about a force underway in all markets, a force that seemed to start with independent coffee companies, bike makers and the farm-to-table food movement. In each of these cases there was an underlying dissatisfaction with the quality of mass market production. From a rebellion against standardized coffee, uninteresting and poorly made bikes and – led originally by Alice Waters – the serious problems of mass manufactured food and industrial agriculture.

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