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Top Trends for 2018
Marian Salzman has been spotting trends for almost two decades. She is best known for launching metrosexual mania in 2003, but she also created several other buzzes, including “It’s America Online,” “globesity” and “millennium blue.” Marian talks about how spotting trends means tracking people, social momentum, brands, economies, companies — big business for people in many industries who need to be thinking ahead, for themselves and clients. Some of her more recent trends include the surreality of life, hyperlocal as the new global, a lack of real intimacy in the era of “friends” and emo bling, hyperpolarization, cyberdisinhibition, kidsploitation and beware the mobmedia.
Named one of the world’s top five trendspotters, Marian is one of the most-awarded female public relations executives in North America, currently listed in PRWeek’s Global Power Book and a PR News Top Woman in PR, as well as an honoree of the 2017 PRWeek Hall of Femme.
Before heading Havas PR North America (ranked in the top 12 in the world) and the Global Collective, Marian was the CMO at Porter Novelli, the CMO at JWT Worldwide and the CSO at Euro RSCG Worldwide. She was also an entrepreneur who launched American Dialogue focus groups in cyberspace back in the early 1990s, when the online world was for geeks and oddballs, ultimately selling the company to Yankelovich a few years later.
Since Marian took over at @havasprus in late 2009, the agency has become one of the most awarded of its size. She has executed award-winning thought leadership, reputation management and social media programs, and she gives lectures around the world on topics from health trends to branding to generational differences and more. Author or coauthor of many books, her latest (written with the Havas PR team) is now available: Agile PR: Expert Messaging in a Hyper-Connected, Always On World. Marian is an honors graduate of Brown University.
“Salzman certainly has a brilliant knack for spotting trends before they go mainstream—one commentator dubbed her ‘an octane-fuelled, 100-ideas-a-minute bunny.’ In the flesh, Salzman, a charismatic power blonde (think Carrie Bradshaw mixed with Hillary Clinton) … treads the line between high and low culture. One minute, she’s analyzing Middle Eastern politics. (She studied at Brown University where her contemporaries included film director Todd Haynes and novelist Rick Moody. In her book Next, she name-checked Osama bin Laden as a force to be reckoned with.) The next, she’s dishing the dirt on J-Lo and Ben Affleck. ‘Those two have been engaged way too long. I don’t think he’s prepared to become Mr. Jennifer Lopez.’” —The Observer (U.K.)