Havas Media Ortega Managing Partner Eduardo Mapa Jr. presented '13 Trends of 2013' during the Philippine Association of National Advertisers (PANA)'s General Members Meeting at Hard Rock Cafe, Glorietta, Makati Philippines. 

1. 2013 Trends

2. 15,000 employees
in over
125 markets

3. We are a global network passionate on trends.
We monitor, decipher and evaluate trends
to bring our clients to the future first.

6. In 2012, ‘Meaningful brands for a
sustainable future’ talked to over 50,000
consumers in 14 countries.We researched
over 300 brands and importantly explored
new territories such as Personal
Wellbeing + Sustainability.

9. The Landscape

10. 1. Data and Digital Explosion

11. The Rate of Innovation has been growing exponentially
Based on the World Intellectual Property Office (WIPO), the number of patents being files in offices has
been growing exponentially. The number of ground-break technologies, from pharmaceutical products, to
machines, to software has been growing as exponentially as the number of facets and problems of our
daily lives that these innovations are trying to touch and improve.
Source: WIPO World Intellectual Property Indicators -
http://www.wipo.int/freepublications/en/intproperty/941/wipo_pub_941_2010.pdf

12. Technology has been bringing the consumers
into the digital and social spheres
This innovation has been shepherding hundreds of millions of people yearly into the online
realm. The internet population has doubled and the social media population has tripled
roughly in the past 5 years.
Source: ComScore

13. Technology is transforming how CEO’s
are steering their corporations
CEO’s are aware that development of technology can change the game for existing industries. Advances in sectors
like energy, biotech, and even physics are revolutionizing products and organizational business models.
Source: IBM - Leading Through Connections report
http://www.brandchannel.com/images/papers/536_IBMGlobalCEOs.PDF

14. 2. Experience Prioritization

15. Multi-Device Ownership

16. Emerging markets to approach 70% of global smartphone market

17. Development of app-economy

18. Ownership across Devices
Pew Internet - US device ownership trends
http://www.pewinternet.org/Trend-Data-(Adults)/Device-Ownership.aspx

19. Multi-Screen

20. Each device offers a specific kind of
experience at each part of the day
Experience prioritization is observed in how consumers use each form of screen throughout the day. They use Tablets and Mobile
phones when they commute to work around 6am. Throughout the middle and bulk of the day, they depend on their desktops and
laptops to accomplish their daily tasks. At the end of the day they look to mobile, and to a greater extent tablets, to reward themselves
with technologically-augmented experiences once they get back home and as they multi-screen with their television sets.

21. 3. “Good” Business

23. Only 33% of all brands are meaningful

24. Meaningful brands generate increasing
returns for their companies

25. 4. Abundance Mindset

26. World Remapped : The New Middle Class

27. The New Middle Class
Various macro socio-economic shifts are converging around the Asian middle-class. The next
generation will dominate the world market in terms of sheer population and more importantly, with
their massive capacity to spend and contribute to their respective economies.
Organization for Economic Co-operation and Development - The Emerging Middle Class
http://www.oecd.org/social/poverty/44457738.pdf

28. Wealth is moving to Developing Markets
Global GDP Growth Projections

29. World Economic Forum Insights
http://www.youtube.com/watch?v=Nvx6qGc6X4s

30. Most of this Growth is driven
by South East Asian markets
Source: Sapient Nitro - US Shopping Experience Report
http://www.slideshare.net/sapient/sapientnitro-gfk-roper-survey#btnPrevious

31. Asians are leading Digital

32. 13 Trends for 2013

33. 13 Trends for 2013

34. 1. Progressive Screening
Enhanced experiences through multiscreen engagement

35. Havas Media Progressive Screens
insert video QuickTime™ and a
decompressor
are needed to see this picture.
http://www.youtube.com/watch?v=lioK64vMH3E

36. Quiznos
insert video
http://www.youtube.com/watch?v=7LQpRQh2KSQ

37. 2. Hyper-targeting

38. Vertu Video
http://vimeo.com/41416654
Manifestation of "hyper-targeting" by catering to a distinct set of consumers.
Vertu targeted smart phone users within a certain radius from their stores.

39. 3. Micro-Community
Small is the next big thing

40. Google+ Video
http://www.youtube.com/watch?v=BeMZP-oyOII

42. 4. Life Tracking
The Quantified Self

43. Life Tracking and Quantified Self
http://www.youtube.com/watch?v=pEpNTFU0C0o
Tracking activities in your life, surrounding environments, and social networks to:
1. Measure, monitor and visualize your performance and progress
2. Optimize daily activities and behaviors (exercising, eating, sleeping, etc) to better enjoy life, be healthier and more productive.
3. Make more informed purchase decisions
4. Manage and develop your social reputation

44. Office dynamics will never be the same again. With LifeCheck, employees log in
work-related items like their time-in and outs or the man-hours spent on their daily to-do's.
LifeCheck is backed by in-depth employee data and records,
rewards and messages is as personal as it can get.

45. 5. FROM MEMORABLE TO MEANINGFUL
Personal Well-being + Sustainability

46. Trust is the New Black

47. Trust is the New Black
The global financial crisis, environmental disasters, and various corporate and government
scandals has created widespread mistrust of corporations, governments and media. More
important than ever to building brand equity and differentiation, trust has become a precious
commodity, and its limited supply in the marketplace has stimulated consumer demand.
Source: Ford consumer trend report - 13 trends for 2013
http://i.usatoday.net/money/_pdfs/ford-consumer-trend-report.pdf

48. RECYCLEBANK- Recyclebank rewards people for taking green actions
with discounts and deals from more than 4,000 local businesses and
national brands.

49. 6. Celebration Nation

50. Flaunting the New “It” Cultures

51. The New Glocal: Tipping away from ‘global’ towards ‘local’
‘Glocal’ (global plus local) was widely used a few years ago, as marketers sought to balance
global strategies with local implementation.

52. Eyes of Arabia
The New Glocal: Tipping away from ‘global’ towards ‘local’
QuickTime™ and a
NEW LIFE INSIDEdecompressor
are needed to see this picture.
http://vimeo.com/41781051

53. 7. Entrepreneurial Consumers
"Being the first is no longer soon enough"

54. ZaoZao
http://www.youtube.com/watch?v=8CbhLqXXtS4
Manifestation of "entrepreneurial consumers" through “pre-tailing”
or funding designs prior to official their release.

55. 8. Emerging Squared

56. Emerging markets for emerging
markets:
Before, developed markets
catered to emerging ones while
emerging markets increasingly
catering to developed ones. Now,
there is an explosion in products
and services from emerging
markets for emerging markets.
For example, Chinese and Brazil
selling to middle classes in
Turkey, India, South Africa

57. 9. Newism
Global celebration of innovation

58. Digital Channels as a Method of Brand Discovery
BDI Philippines – DAY TO DAY PRODUCTS, GWI Q4, 2012

59. Tryvertising through subscription boxes has arrived in the Philippines.
This allows "presumers" to gain exclusive access to the newest products
and brands.

60. 10. Social Snacking
Bite-sized social networking

61. Web Snacking
According to Global Web Index, a vast majority of those who go online through their mobile
phones are frequently online, as half of them are online at least once a day to several times a day
but are only spending bite-sized amounts of time online at a time. This is the trend that we’re
seeing in the local telco industry but we dig deeper in our observed trend - Social Snacking.
Source: Global Web Index - Q4 2012, Average Filipino

62. Social Snacking
Social media activities form the top activities while they are online on phones: Uploading on
Facebook, updating your “status”, Chatting, Commenting, etc. This is what we call social
snacking. Filipinos don’t just web snack, surfing for short amounts of time, Filipinos snack on
bite-sized social experiences with their friends through their mobile phone
Source: Global Web Index - Q4 2012, Average Filipino

63. 11. Orchestration
The New Integration

64. Make TV Sony Interactive Campaign
QuickTime™ and a
decompressor
are needed to see this picture.
http://www.youtube.com/watch?v=dEAgynm3Ng8
Manifestation of "orchestration" through use of TV, OOH-TV, and tablet-mobile-laptop,
with each channel having a role of its own depending on its strengths.

65. 12. Social Shopping
E-commerce through social platforms

66. More than just "friend-ing" a brand on a social network, Lyst allows netizens to follow their favorite
brands, designers and bloggers and get their personal recommendations and sales updates.

67. 13. DIY Healthcare

68. Consumer technology and mobile applications become
accessible conduits for healthcare services of doctors
Screenshots are of the back-pain app that replaces the therapist. This also shows that even
technology / software can be consumerized and personal
Source: Technavio - 2011 report on mobile health market

69. Technology empowers the patient
to take control of their own health
Withings Blood Pressure Monitoring
http://www.youtube.com/watch?v=hYM0gahC04M
As an extension of the iPhone, Withings is a blood pressure measurement gadget that provides accurate
readings and eliminates the hassle of having to depend on hospitals and doctors for healthcare services.

70. 13 Trends for 2013

73. 2013 Trends
Thank You!