AgencySpy reported JWT Director of Trendspotting Ann Mack is bailing out of the Commodore’s ship of fools for a position with Facebook. It’s safe to predict the agency will proceed to interview any monkey with a Magic 8-Ball® and the ability to conduct Google searches to replace Mack.
Advertising Age published the annual puffery predictions from JWT Director of Trendspotting Ann Mack and her Magic 8 Ball® team. If there’s one thing you can always accurately predict, it’s that the JWT crew will uncover insights readily available to any monkey with online access. “100 Things to Watch in 2014” is a cornucopia of common knowledge that will likely never be directly applied to billable assignments. Ad Age only bothered to print ten excerpts from the PowerPoint presentation. However, the trade journal’s link to the full document displays “100 Things to Watch in 2013.” Guess JWT’s all-knowing gurus weren’t smart enough to catch that.
Advertising Age videotaped JWT Director of Trendspotting—and Marian Salzman protégé—Ann Mack providing her standard Magic 8 Ball® wisdom. Mack is keeping her eye on wearable tech and predictive personalization, which allowed her to sprinkle a Big Data reference into her trendy mumbo-jumbo. Honestly, do hucksters like Mack ever deliver anything that couldn’t be acquired via a basic Google—but certainly not Bing—search? Here’s a prediction: Over the next 12 months, Mack will fail to offer a single insight that creatives will be able to incorporate into a campaign, commercial or coupon flyer.
