1. SECONDSIGHT104
Tom Janssen
(Ketchum Pleon)
FLUID SYNERGY
“2010 has been the year of breakthrough
for Corporate Social Responsibility (CSR)
and social media”, says Tom Janssen, strat-
egist at PR agency Ketchum Pleon. “Com-
panies must, and should, run their business-
es from another fundamental basic attitude.
This entails a more open and more respon-
sible attitudinal behaviour towards their cli-
ents and society, and a fluid synergy with
various different parties in their environ-
ment.” Two things have changed for good:
“Firstly, companies will deliberate a healthi-
er balance between their business goals
and their responsibility to the employees
and society. Secondly, organisations will
become more sensitive and responsive to
their environment. Companies have always
been accustomed to spit out marketing
messages. They tend to bombard the con-
sumer with messages. The breakthrough in
social media has somehow minimised this
issue because it disables companies from
repetitive message overflow. Consumers
look for interaction themselves nowadays.
Interest groups make good use of this trend
for their own (business) advantage.
www.ketchum.com
Lot Keizer
(Twist)
‘Double digit’ growth
The marketing and media sector rapidly
grew in 2010, says Lot Keizer (founder of the
digital marketing agency Twist), with a
strong emphasis on ‘performance based’
marketing, on action marketing, and on
short-term goals. Additionally, she argues
how ‘authenticity’ finally penetrated all lay-
ers of companies. Also, interaction and
smart moves within social communities
have become top priority.
In the long run, she expects a shift of focus
from ‘maximum profit’ to ‘ maximum trans-
parency and authenticity’. A development in
this area will be visible in 2011 starting from
a lesser emphasis on the short-term: “The
balance between brand marketing and ac-
tion marketing will be more realistic.” She
also expects social media will remain a
hype: “Social TV, social crm, social print, so-
cial whatever. Add the word ‘social’ to any-
thing and it’ll suddenly become PR-worthy!”
And, good for her: “The expenditures on
digital advertising will grow with ‘double
digits’ again.”
www.twistamsterdam.nl
TRENDPROFESSIONALS

2. SECONDSIGHT 105
Hortense Koster
(Trndmrkr)
New Social Values
Hotense Koster mainly deals with consum-
ers and trend research, often concerning
the youth, media and advertising. She ex-
pects that 2011 will mark the beginning of a
renewal. “We won’t be going back to what
was considered normal before the crisis.
We have learnt that there are alternatives
which are sometimes better and more effi-
cient than what we are used to. In no time,
we will adjust to this new kind of reality.
New social values will also rise, as a re-
sponse to the harsh reality.” (See the article
‘Not For Profit Only’ in this issue of Second
Sight).
http://trndmrkr.blogspot.com
Onno Aerden
(GMG)
STRANGE HERE
“2010 was not that bad”, says Onno Aerden,
publisher at GMG and editor-in-chief of the
magazine Miljonair. “The first signs of re-
covery are noticeable within my field – pub-
lications and fairs for luxurious consumers.
Advertisers are slowly coming back and we
have made a number of new business part-
nerships. After all the emergency stops in
2009, plans are being made once again,
even though everyone’s not ready yet to put
their guards down.”
2011, on the other hand, will be a rather
strange year, Aerden expects. “A lot of peo-
ple will still experience the previous crisis
through the thinness of their wallets but it
will get better and more optimistic as the
year passes by. Sustainable initiatives and
young creative entrepreneurs will have to
provide for a new business impetus and
success. All things considered, the previous
years could have possibly been a transition-
al period between the bankrupt ‘loan econ-
omy’ and the ‘intrinsic value economy’
where the real value of products and servic-
es counts.”
www.gmg.nl
photo: Mirjam Verdonk
MARKETING AND MEDIA