Reports: Latest

Report

3D and the Avatar effect: affinity versus utility

Following the ‘game changing’ success of Avatar, Dipak Nayar examines whether Digital 3D genuinely heralds ‘the dawn of a new era...which will advance the timeless and global art of storytelling.’

Report

Monsters and totems: rallying the global community

Dr Nic Crowe takes a look at the issues in transferring a product from East to West, identifying the different cultural and behavioural patterns at play and the role of totems of community.

Report

Media blurring, product placement and successful mobile advertising

Mobile media is changing our consumption of content and accelerating the blurring of the lines between advertising, games and programs. Trevor Lloyd Jones delves into the secrets of successful mobile content.

Report

Brand publishing and owning the customer experience

As more consumers tweet about their experiences, brands risk losing control of their message. Is this a bad thing? Trevor Lloyd Jones examines the meaning and implications of the shift from passive to active consumption.

Report

The death of the middle: be broad or be niche but don’t be in-between

Where does your brand sit on the sliding scale of broad to niche, blockbuster to long tail, collective to individual? Chances are that if it sits anywhere in between your profit margins are suffering.

Report

Gaming the system: how play engages us more each day

Jason Della Rocca explores the industries incorporating elements of play to make the brand experience more enjoyable. From films to cars, “systems-level thinking” is impacting product design and affecting consumer behaviour.

Report

Thought Leader forecast 2010

Before the Christmas break we asked a selection of our Thought Leaders for their pick of 2009’s trends. Now they share their predictions for 2010, touching on media, retail, luxury and eco.

Report

Technology for the ageing market

By next year, one third of the US population will be over 50. These Baby Boomers are a powerful demographic, but 'old tech' prototypes have yet to capture the silver dollar. Do boomers need custom, simple tech? Or is it a bit patronising?

Report

2009: a year in review

Six Canvas8 Thought Leaders share their thoughts on the trials and tribulations of the last 12 months. Unsurprisingly, the impact of the recession dominates trends – but tough times breed innovation.

Report

Slowing down: the impermanence backlash

We've covered the rise of impermanence as a rising cultural trend. Now we look at its antithesis: the slow movement, which has permeated the real world and is moving online, characterised by skill, consideration and a distinctly human filter.

Report

Addressing changing transmedia behaviour

Transmedia projects and ARGs have changed to target broader consumer groups. Christy Dena tracks their evolution in the US and UK, and underscores the importance of retaining a niche group of active users within the wider audience.

Report

Sophistikids: marketing to little adults

Targeting amenities at children rather than their parents appears to be a new tactic for some US brands, with a succession of hospitality ventures capitalising on the trend for child-centric marketing campaigns with a sophisticated twist.