2009 Emerging Trends Sparxoo

2009 Emerging
E i
Trend Report

1 | 2009 Emerging Trend Report | Sparxoo

Contents

1. Trend Report Introduction
2. Detailed Trend Analysis
3. About the Authors


Trend 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
impact on the world with i
i t th ld ith innovative, i i htf l and compassionate
ti insightful d i t
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 and
collars
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-Up
Companies 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. Maximizers
As we find new ways to trim our budgets, consumers are emerging more
savvy than ever.

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

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

5. Crisis=Opportunity
Today 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. Houdini
To 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 quot;me timequot; and quot;them time.quot;

7. Retrofitting
Taking th ld d
T ki the old and making it new again will be paramount for consumers
ki i ill b tf
looking for authentic products with authentic prices.

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

9. Pay Forward
y
As 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 Analysis


Trend 1. Sensory Mashup
Multi-Experiential

Definition Examples
To re-energize product appeal, many companies are looking DigiWall. Recently, there has been a movement in the gaming
toward unconventional ways to speak to our senses--often world to push gamers off the couch and into a world that further
adding additional, more alternative ways to grab our attention. blurs the line between reality and virtual reality. DigiWall
Sensory Mash-Up is all about finding different ways to makes us incorporates a fun, gaming experience into the sport of indoor
feel, using nontraditional methods. Whether its shoes or rock climbing. Lights are embedded into the holds (aka, grips), so
climbing, companies are connecting (A)typical to (C)onvention to climbers are challenged to either climb using certain holds, or
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get (B)usiness. might be challenged to climb the wall within a certain time frame.
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The portable wall is targeted toward children, but it provides a fun
experience for adults.
Spin
AudioFuel. The beat of the drum guides our pace and the rest of
Purely Experiential. Taking two unrelated, great ideas and the band carries our strength to do better. The people at AudioFuel
smooshing them together is the core of the Sensory Mash-Up began thinking... why not create a music download site for runners
trend. Most ideas are interesting, but do not have staying power.
d d b d h who need the right beat for the right workout? AudioFuel did just
h d h h b f h h k d l dd
It's all about experimenting to create something interesting and that, and then some. Runners can download beat-specific play lists
new. Often times Sensory Mash-Up products are difficult to (varying in intensity), with voice-overs counting the beats ,offering
launch because they are too far in left field. But once in a while, running tips and inspirational remarks.
Sensory Mash-Up works and becomes an instant sensation.
Samsung. Traditionally, vending machine advertising has been
left up to the product inside the machine. Well, Samsung hopes to
machine Well
change that. With their new 46quot; touch-screen Coca-Cola vending
Custom Fit. Nowadays, companies are buzzing about, asking,
machine, unveiled at the International CES (produced by Consumer
quot;how can we customize this to our consumers?quot; Well, the ideas
Electronics Association), Samsung gives a new face to the on-the-
hatched from that question often times lead into Sensory Mash-
go snack machine (with much ad space, of course).
Up. It begins with what part of your companies product can be
customized. Is it your shoe color/design, or the size of your
y / g , y Key Words
y
mug? Then, how are consumers going to customize... are they
Blend, Enhance, Experience, Fresh, Mutli-Dimensional, Innovative
going into your store or are they customizing online?


Trend 2. MAXimizers
Venture for Value

Definition Examples
Doing more with what you have is what the MAXimizer trend is Re-Tooling. In a recent survey, the Department of Labor
all about. Whether it’s getting the best value in education or reported a substantial job decline in the manufacturing and
finding the best bargains, a savvier shopper will emerge as we construction sector, while education and government sectors
face economic hardships that challenge us to search for remained unaffected. It is going to be evermore important that
outstanding value. The MAXimizer trend is where the intellectual former employees with a high school diploma as their highest
fulfillment of the classroom meets the great feeling of getting the academic achievement return to the classroom. To have a
best deal—keeping in mind that value is relative, regardless of competitive edge in a new job market, it is critical for workers to
class, no one wants to be taken advantage of.
, g learn new skills.
Spin Aldi’s Discount. Aldi’s deep discounts and no-frills philosophy
(bag the baggers and serve yourself at the cash only registers)
Getting an Edge. In a competitive world, we need to stay a
may be just the ingredients of a recession proof recipe. Already,
step ahead. Now more than ever, we have to capitalize on our
Aldi’s low prices—up to 40 percent lower than those of regular
strengths and push ourselves to be stronger and more
supermarkets—have scored it a loyal following. Whether your
competitive. Learning new skills is an important element in
household income is $30,000 or $300,000 everyone is looking for
h h ld i i $30 000 $300 000 i l ki f
staying ahead of the curve. College admissions have seen an
real recessionary “rollbacks” and Aldi may be the answer to
influx of applicants due to what some call the quot;bomb shelter
savings without having to “cutback” on purchases.
mentality.quot; Academia is a great way to boost your resume while
dodging the harsh realities of a slow economy. Perkler. This Australian website is the Amazon.com for rewards
programs. Users sign-up for rewards programs that look
Savvy. Bargain hunting is key to those seeking to maximize
interesting and Perkler com sends users rewards in store or
Perkler.com
their shopping dollar. Consumers are finding new ways to get
online. It’s also a buy for niche shoppers or those looking for that
the best deal. Whether it is a web service or the penny-saver,
unique something. Perkler has over 500 rewards programs with
coupons and discounts are the carrot at the end of the stick for
150,000 rewards. Finding that right something can come with the
the MAXimizer.
right price.
Key Words
y
Savvy, Resourceful, Knowledgeable, Alternative, Value


Trend 3. Darwinism
Survive and Thrive

Definition Examples
To summarize Darwin's work: adapt or die. When faced with a The Detroit Three. Foreign automakers have been the driving
seemingly insurmountable challenge, consumers nationally and force in innovation and efficiency. Unfortunately for the Detroit
internationally are forced to adopt a doctrine of change. We’re Three, their image has been quite the opposite. As the Detroit
re-assessing our impact as individuals and a people while we Three struggle to re-brand themselves into an image similar to their
adapt to our current social, technological, economic and political foreign counterparts, adaptation is a necessity for survival.
environment. Even blue chip companies could not stave off
Rentobile. The up-to-date and “coolness” factor are two elements
evolution. When adaptability meets reality, no one is immune to
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that drive technology. Apple, is all about the “coolness.” They sell
d i e technolog Apple abo t “coolness ” The
change.
“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
Spin
this “cool.” It offers mobile phones for rent, much like Blockbuster,
Extinction Just as in nature, when companies do not adapt, except with $200-500 products. Simply rent a phone on a month-to-
they face certain extinction. At this pivotal time in our history, we
h f h l h month basis and if you like it, keep it for however long you want.
hb d f lk k f h l
have to make tough decisions. And for those who lack foresight, Then, if Blackberry comes out with a new phone, exchange your old
their future is uncertain. product for the new “cool.”
Adaptation. Companies and people alike have a choice… either China. The 2008 Beijing Olympics was a snapshot of an emerging
change and march ahead, or give up and fall behind. Through global economy experiencing some sizable growing pains. Pollution,
our business decisions and personal behavior (whether it s
decisions, it’s national infrastructure, overpopulation international image are a
infrastructure overpopulation,
buying or voting etc), we have to adjust to our shifting few of the issues hitting the worlds third largest economy
environment if we want to be successful. (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 2.0
United We Stand

Definition Examples
What does it mean to be an American? As a nation, our sacrifice, Ballot of Hope. Barack Obama has been a symbol of hope and
spirit, ambition and innovation are all links in a chain that pulls change for many Americans struggling today. His unique and
our country forward. With strong leadership and spirit, we can insightful perspective has truly inspired a nationalistic spirit that
wade through the hard times of today and those ahead. As in yells out, We can do it—we will prevail!
our history, the links in our chain become stronger with the
Helping Hands. Over 60 million Americans volunteered
weight we carry. To pull ourselves out of this economic rut, our
through an organization in 2007, according to the Bureau of
expectation and goals require renewed national enthusiasm.
p g q
Labor Statistics Though ol ntee ism
Labo Statistics. Tho gh volunteerism, in recent years, has
ecent ea s
faded, given the radically different economic, social and political
environment, more Americans will make that sacrifice for the
Spin
greater good.
Leadership. As we are all important in strengthening the
300,000 Applications. If there is any indicator of patriotism,
integrity of country, it’s new, fresh leadership that dictates our
the 300,000 applications received by the Obama administration is
300 000
social, economic and political direction. New thought and insight
l d l ld h h d h
it. Compared to the 44,000 George W. Bush received during his
on all levels—from community-based all the way to the Oval
first term, the Obama administration has become a symbol of
Office—are the driving forces that move and inspire us to create
Americas pride in its future.
a better country.
Made In America. Product origins will mean much more to
Sacrifice. To join as a country, there has to be a consensus—
Americans as our economy continues to slump. Products made in
everyone has to be on the same page Our acceptance of
page.
the US don’t just signify jobs; it’s a stamp of quality. Many third
collective sacrifice is paramount to the unity and success of our
world nations, and even developing nations, turnout products
country.
that have zero quality control. In America, with government
Pride. As we face to each other for help in these trying times, entities like the FDA, when consumers buy homemade products,
we are re-discovering our identity as a country. As we redefine they’re also buying peace-of-mind.
what it means to be an American, we are adopting a feeling of
, p g g
Key Words
hope, pride and dignity from within.
Hope, Sacrifice, Leadership, Unity, Pride


Trend 5. Crisis = Opportunity
Rebuilding From the Ground Up
Definition Examples
John F. Kennedy once noted that the Chinese character for the Bankruptcy. More often than not, bankruptcy has serious negative
word, “crisis” has two brush strokes: one stands for danger, the overtones. Of course it does… it means you or your business are
other opportunity. Many have drawn parallels with the economy losing everything. Instead of thinking the glass is half empty, think
of today with the economy of the Great Depression. It was a of bankruptcy as a fresh start—a clean slate to start anew. It is a
time when America needed heroes (DC Comics, 1934), when we second chance to begin a life without debt. Though there are many
needed personal security (Allstate Insurance, 1931), a positive restrictions on those people or businesses that claim bankruptcy, it’s
image of ourselves (Revlon, 1932) even simple pleasures (Sara a second chance nonetheless—an opportunity to do better.
Lee, 1939). No matter what the economic outlook may be,
Eco-Friendly Business. Let’s begin with the problem: the
leaders will always innovate to meet the needs of the time
y
environment is in crisis. Next Barack Obama takes the oath of
crisis Next,
Spin office. As promised on the campaign trail, Obama delivers on his
word to fix the economy with a stimulus package. Included in the
Critical Juncture. These are defining moments in our history.
stimulus package are “green jobs.” More green jobs translates into a
Those after us will judge our decisions based on our merit,
larger green market. A growing green market equals opportunity.
courage and capacity to think and create without borders. In the
Thus, crisis=opportunity.
11th hour, we will prove our worth through innovative ideas and
the motivation and focus to execute them. Overqualified. The LeBlanc family exemplifies a fate many
Americans face in an economic slump. Rob LeBlanc, formerly a
Clean Slate. Through the ashes, there is great possibility and
restaurant manager, lost his job from the challenging economy. He
room for experimentation and innovation. We are a nation of
was forced to work as a pizza delivery person to get by—to pay for
dreamers and do-ers—combined is an opportunity to emerge
the bare necessities for his family. Like many Americans, the LeBlanc
from this crisis stronger and wiser than before. We have an
family is going to make many sacrifices to just get by We are
by.
opportunity to change the status quo in a major way. Our minds
challenged to work outside our boundaries, as we struggle to stay
are open to new ideas, to thinkers with a fresh perspective
above water.
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 Key Words
precautionary measures, like putting in those extra hours, or
measures hours
Restructuring, Rebirth, New Direction, Innovation, Possibility
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.


Trend 6. Houdini
Get me outta here

Definition Examples
In a world where we feel bound by a straight jacket, we need to Cultural Perspective. College is a time to expand your
find a way out. Just like the Great Houdini, illusions are a much intellectual horizons. However, expanding horizons doesn’t just
needed escape from everyday life. Whether you’re an avatar happen reading Faulkner or hunched over an exam. It can mean
living our your virtual fantasy, or dining in a four-star restaurant quite the contrary. Understanding cultural diversity is an
in Paris, we need to find that escape—to unwind and rejuvenate. important element that’s on the rise. Because college study
To forget about life for a while, to perhaps even turn the abroad programs tend to be much less expensive than a
Blackberry off if even j
y just for a few moments, helps us stay
, p y vacation, more college students are going to take that semester
, g g g
focused and maintain balance so we can do it again tomorrow. or 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
Spin
need to leave this world and live vicariously in another. It is a
Disconnect. More often than not, we’re plugged in. Cell phones, form of self-expression that puts the user in the drivers seat.
computers, meetings etc, d dominate our lives. That’s why once in
l h ’ h Whether that expression is embodied in death or creation is
h h h b d d d h
a while we need to unplug ourselves from the technology and completely up to the individual. There are the Second Lifers who
office… to just take a break. Nothing says unplugged like leaving value growth, connection and innovation, whilst the Grand Theft
the cell phone and computer at home and exploring another Autos vent frustration with the pursuit of chaos. WOW is
country. 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
Vacation immediate
money spent ratio
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
Key Words
a 2,000-pound monster ready to eat you.
Escape, Vacation, Reality, Disconnect, Surreal, Virtual


Trend 7. Retrofitting
Reinventing Classic
Definition Examples
Taking something old and passé and making it quot;coolquot; again is Bigelow Apothecary. The apothecary vocation might conjure
nothing new. Fashion is always recycling the style of yesterday images reminiscent of a Shakespearian drama. Perfect, says
and putting today’s spin on it. But fashion is not the only
g Bigelow. Shakespearian is good. It's the pinnacle of linguistic
g g g
industry actualizing the Retrofitting trend. Companies are finding perfection--an emblem of quality. Then it's no surprise Bigelow
new and interesting ways of giving a face-lift to products of old. introduced its Apothecary collection to the Bath and Body Shop.
Though innovation runs through our veins, new products don't Bigelow Apothecary exemplifies why the Retrofitting trend is
have to look slick. As we search for authenticity in our lives, we emerging. It harks back to a time when products were made to a
will turn to familiar, comforting, quality products. higher standard.
The I
Th Impossible P j t R
ibl Project. Remember the instant film Polaroid
b th i t t fil P l id
camera? Well, nowadays it's been pushed aside by digital
Spin
technology. You can't purchase the integral film it requires to
Authenticity. New isn't always better. Well, new is good, but operate. That's why the Impossible Project is calling on the help
as long as it doesn't look like it. It's called vintage-chic. Often of instant film aficionados to donate funds in an effort to
times, products from a different era are altogether new products. reproduce the film that inspired instant photography.
What a strange paradox. But consumers crave authenticity,
Lush. The bath and body store, Lush, were in a pickle: stores
because authenticity means quality.
are only so big and Lush wanted to offer new and old products
Reinvention. Taking a pastime product, like Coke, and consumers love. Solution: the Internet. Offer the latest products
reintroducing the glass bottle design is ingenious. In effect, Coke in store (with a couple retro products in the mix) but create an
is reinventing its product. That glass Coke bottle represents a online store that sells everything from the originals to the latest
time when quality was the cornerstone of company promise. You
promise and greatest product line
line.
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. Key Words
Companies that can deliver authentic products with authentic
Authentic, Quality, Classic
pricing will have the upper hand.


Trend 8. Redefining Icon
Heroes Emerge in Challenging Times

Definition Examples
“There are dark shadows on the earth but the lights are stronger Sullenberger. Chelsey Sullenberger III became an instant hero
in the contrast (Charles Dickens) Heroes take many shapes and
contrast” Dickens). when he safely landed US Airways Airbus A320 in the Hudson
forms. As we move forward, we are redefining our expectations River, saving the 155 passengers from a potentially fatal crash.
of both our leaders and of ourselves. It’s times like these where heroism like Sullenbergers’ will bring
hope to dim future.
Perez Hilton. From the underbelly of celebrity gossip scene,
Spin
Perez Hilton broke through the celebrity prattle by providing
Influencers. American celebrity has just gotten a face-lift. uncanny up-to-date juicy celebrity info. His Internet popularity
Though the glitz and glamour of Hollywood-like celebrity is a launched him to TV stardom with a number of red-carpet
cultural mainstay, with the inception of the Internet, celebrity interview spots for celebrity media, and even his own TV show.
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
celebrity Celebrities Key Words
bloggers, will be judged on the character, not their low-cut
Hero, Challenging Times, Celebrity
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
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 Forward
Good Deeds Beget Good Deeds

Definition Examples
When John F. Kennedy famously said, “Ask not what your Peace Corps. John F. Kennedy created the Peace Corps with
country can do for you, but what you can do for your country,” the idea that Americans are genuinely charitable. That idea has
he understood the inherent goodwill of Americans. We have to carried through the decades. Over 170,000 Americans have
rely on that goodwill in the face of difficult challenges. Our served their country and their fellow man through the Peace
compassion for one another is a common thread that unites us. Corps since its conception in 1961.
It was with this idea of compassion that JFK inspired thousands
Secret Millionaire. N thi says reality check like working for
S t Milli i Nothing lit h k lik ki f
of Americans to serve selflessly for the good of our fellow man.
minimum wage, living in an impoverished community and
JFK’s message was strongly echoed after 9/11 and stronger yet
lending a helping hand—particularly for a millionaire. Fox’s new
after the near collapse of our financial systems.
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
humility that breaks lifestyle barriers to enlighten the more
Goodwill. Doing good deeds for others is fulfilling. Have you fortunate with the realities of the less fortunate.
ever seen a person mad after they walk the little old lady across
Northland Professional. Donating a portion of your company
the street? No, their good will engenders a feeling of purpose
profits is a noble gesture. However, it doesn’t resonate like it
and meaning that is tremendously rewarding. As we face difficult
should with the everyday consumer. It’s difficult to see bank-to-
times, we are humbled and unified through our collective
g
bank transfers, and more often than not most people do not
transfers not,
experience. As a result, the good within us will shine through
benefit from your companies charity. Austrian outdoor fitters,
Karma. Stemming from the Hindu religion, the concept of Northland Professional tacked winter apparel to their billboards
Karma comes from the idea that your actions in the here and for passerbys’ to just… take. Northland Professional’s project is a
now will effect the future you. Those that committed wrongdoing lesson in charity with impact that meets everyday reality.
before will now face the consequences of their actions. Those
that t d i
th t acted in good faith will b rewarded with a better future.
d f ith ill be d d ith b tt f t
Key Words
Charitable, Goodwill, Fulfillment, Giving


Trend 10. Private Eye
Magnifying the Truth

Definition Examples
Drilling down. That's what this trend is all about. It's getting to Donald Trump. Yes, Trump Entertainment has filed Chapter 11.
the core of what truly matters--pushing stereotypes aside and A contributing factor to Trump Entertainment’s bankruptcy was
finding the truth. As we face challenging times, we are our the aspirational image synonymous with the flamboyant
personal gumshoe. We need to follow the clues and rely on the spending playboy Donald Trump. In times where perspiration
cold-hard facts to find out what is real and whom we can trust. and realism outweighs aspiration and idealism, it is no surprise
Trump Entertainment has made the plunge yet again.
Timothy Geithner. Treasury Sec eta Timothy Geithne
Timoth Geithne T eas Secretary Timoth Geithner
Spin
learned a valuable lesson when he tried to shoot the moon with
Breaking down Stereotypes. Stereotypes are like safety the announcement of the bailout package. Why? Again, Geithner
blankets in the middle of the night--they provide warmth and was talking from a cloud, not face-to-face. His bailout was no
give us the feeling of security. But as we continue to face silver bullet and investors caught-on, causing the DOW to
difficult times, reality is ripping that security blanket from us and plummet 381.99 points, or 4.6 percent.
making us confront our f
k f fears. We are shedding our preconceived
h dd d
notions about what we think others can do to find out what they
can do, as we seek to maximize everyone’s potential. Keywords
Aspiration VS Perspiration, Idealism VS Realism. Big, Hard Work, Truth, Realism
grand ideas that floated in the clouds were once a sought-after
company promise. The sky-is-the-limit kind of thinking has taken
promise
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 Authors


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

Sparxoo i pioneering the next
S is i i h Sparxoo b ild sustainable
S builds i bl
generation of business that is relationships while delivering
founded in the principles of: meaningful impact on projects with
a purpose.
• S i l entrepreneurship
Social t hi
We are expanding our network of
• Real responsibility
socially minded leaders and hope
• Creative community
y to become a leader in this category.
g y
• Courageous leadership


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

Branding

Digital
Marketing
M k ti

Business
Development
D l t


We are leaders in the digital and branding community
g g y

Leading the
conversation with
advanced perspective

Published and quoted
by influential digital
publications

Sharing our expertise
with entrepreneurs
and future leaders


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

Early Stage Emerging Leaders Market Leaders


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

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

David h b
D id has been focused on digital media opportunities beginning with the
f d di it l di t iti b i i ith th
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
products, strategy,
projects 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 placement,
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
professionals
p

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
Organizational and Social Psychology and a BA from Wellesley
O i ti l dS i lP h l d f W ll l
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
campaign. Previously, Ethan was a creative writer on the
i P i l Eth ti it th
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, #5
Rochester, NY 14607
646-345-1800

www.Sparxoo.com

David Capece
D id C Katherine P
K th i Parsons Ethan Lyon
Eth L
Managing Partner Senior Strategist Senior Writer

646-345-1800 917-568-4672 585-730-1404
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2009 Emerging Trends Sparxoo

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2009 Emerging Trends Sparxoo