a monthly hit of marketing street knowledge

THE SEAT AT THE TABLE ISSUE

SEPTEMBER 2018

This month we’re focusing on the reason we started this thing in the first place: the next generation of marketers. So you can expect a fresh and youthful perspective – this time inspired by Solange’s album, A Seat At The Table.

Oliver Foster looks at the Instagram-fuelled rise of the Fashion Nova brand, while Amie Knights digs into ‘generation sensible’ in the fabulously titled All The Young Prudes. In Back to the Future, Stephen Kelly observes the allure of vinyl records, film photography and vintage fashion among young consumers, and explores the benefit and pitfalls of marketing nostalgia. Darren Guarnaccia, meanwhile, calls this “the Age of Nothing’s Sacred”, and digs into some of the crap that’s written about Gen Z and millennials.

Then there are our regular columns. I chime in about the challenges that ageism presents marketers; Ted Rubin tells it straight with two fantastic articles – looking at arrogance and pride, and having empathy for the consumer; Robert
Rose pens a wonderful piece on the backlash to the hustle culture we face as marketers; and Christine Bailey inspires us to chuck interruption marketing into the Swimming Pool.

If that wasn’t enough, we also go backstage with the CMO of tappit, to learn what inspires her entrepreneurialism. Her name? Jenni Young. And yep, that is just a coincidence…

Enjoy!

The Editor


“Where we chose to go
Where we’ve been to know
They don’t understand
What it means to me
Where we chose to go
Where we’ve been to know”

Solange

Into the pool#6: Wasted Interuptions

Into the pool#6: Wasted Interuptions

Ian Truscott has been hanging out in the proverbial penthouse with Christine Bailey. As usual, the conversation quickly bubbled with ire. The subject: interruption marketing and wasted advertising. Feel differently? Then let us know.  …
Back to the Future

Back to the Future

Vinyl records. Film photography. Vintage fashion. There’s no doubting it – the past has never been more alluring to young consumers. But in a digital world, Stephen Kelly explores the benefits – and pitfalls – of nostalgia. …
Backstage with Jenni Young

Backstage with Jenni Young

Jenni Young, the CMO of tappit shares the importance of company values, building solid relationships, and why creating a culture of risk can lead to marketing success. Oh, and Creme Eggs. …
The Ordinary Seat at the Extraordinary Table

The Ordinary Seat at the Extraordinary Table

Hustle. Be remarkable. Be special. Live off coffee. Sleep is for the weak. Obsess or be average. Differentiate. Be extraordinary. Really? Robert Rose on why celebrating the ordinary things in our lives can lead to, well, the extraordinary. …
Generation “Why Not?” and the Age of Nothing’s Sacred

Generation “Why Not?” and the Age of Nothing’s Sacred

Lazy. Self-entitled. Unfocused. The youth of today get a lot of slack. But is it totally justified? According to Darren Guarnaccia, not so much. …
All the Young Prudes

All the Young Prudes

Today, youths are ridiculed for their overwhelmingly realistic and sensible approach to life. Amie Knights explores how we got here in just one generation, and what that means for marketers across the world. …
Going Supernova

Going Supernova

If you’re over the age of 30 and you’re not au fait with the stylings of the Kardashian Klan, there’s a high chance you might never have heard of FashionNova.com. But let this be known; you should have. After all, they’re only one of the fastest growing fashion companies in the world. …
Want to Reach Consumers? Think Like One

Want to Reach Consumers? Think Like One

Our resident rock star, Ted Rubin, on why empathy for your consumer will always result in a better, more effective marketing plan. …
We’re All Kids and That’s Alright

We’re All Kids and That’s Alright

Ian Truscott explores the issue of ageism in marketing, and the attributes that all marketers – regardless of whether they’re young or old – need to embrace in order to truly make a difference. …
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