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Tablet Checklist (August 2011)

Consumers worldwide have been quick to embrace the concept of a tablet computer: IDC forecasts that 53.5 million units will ship this year. As brands start to explore how best to reach consumers via this nascent medium, we outline best practices for marketing on the tablet in our latest report.

Our Tablet Checklist includes 10 actionable recommendations for brands, with case studies to help illustrate these ideas. The recommendations were inspired by conversations with a panel of interactive media professionals both inside and outside JWT.

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Tablet Checklist (August 2011)

  2. 2. WHAT WE’LL COVER• Background and Objective• Methodology• Our Panel of Experts• Our Tablet Checklist• Appendix – Additional case studies – Learn more about our panel of experts A note to readers: To make the report easy to navigate, we’ve added hyperlinks to the What We’ll Cover and Our Tablet Checklist pages, so you can jump immediately to the items that most interest you (or, alternatively, you can read the material straight through). 2
  3. 3. BACKGROUNDAND OBJECTIVESince the iPad’s debut last year, consumers worldwide have embraced the conceptof a tablet computer. • Already tablets are taking hold more firmly than netbooks did in 2009, with IDC forecasting that 53.5 million units will ship this year.  • The market-creating iPad remains firmly in the lead, with competitors jockeying for second and third place. For marketers, it’s been a scramble to get a handle on how consumers are usingthis new device and how best to reach them through this portal. • Indeed, tablets are used quite differently than either PCs or smartphones.  • The focus tends to be on leisure—gaming, shopping, reading, watching video and emailing. Tablet consumers tend to be less interested in getting things done than in having some fun. How can brands be a part of that experience? This report aims to deliver actionablerecommendations for marketers, with case studies that help illustrate these ideas.As we collect more cases, we’ll be adding them to this report. 3
  4. 4. METHODOLOGYWe spoke with seven professionals in interactive media—both internal and externalto JWT—to develop a point of view on best practices for brands.Their value to the project was their capacity to: • Be three to five years ahead of the general consumer in terms of awareness/adoption of new media tools, brands, behaviors and attitudes. • Notice past and current trends and reflect on them. • Comment on their own experience and relate it to broader social and consumer trends. • Act as de facto gatekeepers, validators and thought leaders by virtue of their connections and visibility. 4
  5. 5. OUR PANEL OF EXPERTS*JAMES COOPER, MACIEK GORZKOWSKI, DOMINIK HOFMANN, USHER LIEBERMAN,chief creative innovation head of experience, mobile product manager, director of communications,officer, JWT New York JWT London head of R&D, TheFind PAUL SCHOKNECHT, PAUL SOON, GREG ZAPAR, senior partner, digital regional director, vice president, experience experience director, XM Asia design, Digitaria JWT Atlanta *See Appendix for bios of experts. 5
  6. 6. OUR TABLET CHECKLIST1. Lean back with the tablet, all around the house2. Do with smartphones, discover with tablets3. Tablets tackle a broad audience; so should you4. Look beyond apps5. Support your investment6. Be social, in an offline way7. Make it perfect—then make it better8. But remember, perfect doesn’t automatically mean packed with bells and whistles9. Define your goal from the outset10. Reinvent the experience, not the message 6
  7. 7. LEAN BACK WITH THE TABLET,1. ALL AROUND THE HOUSE Smartphones may have started the mobile media revolution, but tablets have brought it home. These intimate, always-on machines are as small and light as a book, with infinitely more possibilities. Unlike their bulkier computing cousins, tablets are “lean back” devices that tax only the pincer fingers, so they can be operated in full slouch. They put consumers at the center of their home entertainment experience, traveling along from kitchen to couch to bed. Users flit between home computer and television less often now that the tablet more comfortably delivers streaming video, email and Web surfing capabilities. And while the television may still get primetime play, the tablet is surely within reach as a second screen. Once the TV goes dark, the tablet follows the user to bed for a game of Angry Birds—the 21st-century nightcap. Consider tablets an all-access pass to a consumer’s home and know your brand may be called up at any time. 7
  8. 8. 1. LEAN BACK WITH THE TABLET, ALL AROUND THE HOUSE “If I looked at my tablet usage myself, it’s changed the way I surf the Web at home. Now I sit back at home on my couch and I am on my tablet instead of on my computer. With your laptop, you’re locked in—you can’t move as much as you can with your tablet.” —PAUL SCHOKNECHT, senior partner, digital experience director, JWT Atlanta“We used to walk in as agencies andwe would have the website in the middleof the circle, and that was the centralhub, and we would have links off to the “When somebody is spending timeside to YouTube or mobile or tablet; with their iPad, they’re curled up onnow the user is at the center of that the couch; it’s the one thing they’recircle, and the website just became focused on. They’re completely willinganother channel.” to dedicate all their time to that like they would with a good book.” —GREG ZAPAR, vice president, experience design, Digitaria —DOMINIK HOFMANN, mobile product manager, head of R&D, 8
  9. 9. DO WITH SMARTPHONES,2. DISCOVER WITH TABLETS When people pick up their smartphones, they generally have a task in mind—check the time, the weather, email, movie listings. But tablet users are different. They are relaxed, they are reclined, they are open to suggestion. In short, they’re a marketer’s dream. Tablet in hand, users swipe and tap in search of a new experience. Brands that provide that using tablet technology like the gyroscope, geolocation and more might find tablet users more responsive and generous with their time than mobile consumers on the go. 9
  10. 10. 2. DO WITH SMARTPHONES, DISCOVER WITH TABLETS “Shopping on a PC is built around a search engine. On the phone, it’s more about enhancing the in-store experience. When we look at tablets, we see this is a different medium. Search through the iPad wasn’t going to be a very pleasing experience; on the other hand, paper catalogs offer a magazine-like experience. It’s part entertainment—seeing what different things look like and giving ideas and inspiration—and part commerce. The iPad lends itself well to that: that tactile feel,that feeling of discovery. There’s a way to integrate what we’ve built online and forward it to the iPad andmake it different—make it more about consumption, exploration, discovery.” —USHER LIEBERMAN, director of communications, TheFind “The phone is still that communication device. It is a voice- as well as text- and email-based device. Sure it lets you browse the Web, bank, get airline tickets, but with the tablet, there’s a discovery aspect to it.” —PAUL SCHOKNECHT, senior partner, digital experience director, JWT Atlanta 10
  11. 11. 2. DO WITH SMARTPHONES, DISCOVER WITH TABLETS “A smartphone is a personal device that’s with you all the time. It’s going to see a lot of search activity, location-based search and that sort of thing. You have to think of the smartphone as the always-on, always-with-you device and the tablet as doing more considered things.” —USHER LIEBERMAN, director of communications, TheFind “It’s a great channel for discovery. One of the reasons people are so muchmore open to something like their tablet than a computer or smartphone is the tablet is pretty much a leisure device. ... When you’re in that state of mind, you’re really receptive to someone introducing something to you.” —DOMINIK HOFMANN, mobile product manager, head of R&D, 11
  12. 12. 2. DO WITH SMARTPHONES, DISCOVER WITH TABLETS PAMPERS, HELLO BABYThis pregnancy calendar opens a window into the womb by showing the development of the fetusbeginning at four weeks. Users can scroll through gestational weeks, tap for information and use touchpoints to zoom and rotate glowing representations of a baby’s growing features. While most apps take autilitarian approach, this one seizes on the wonder of impending parenthood by using tablet technology toits fullest. Image credit: Pampers 12
  13. 13. 2. DO WITH SMARTPHONES, DISCOVER WITH TABLETS AL GORE, OUR CHOICE (PUSH POP PRESS)Say what you want about Gore’s narrative style, this e-book takes full advantage of the iPad’s capabilitiesand delivers an experience that feels less like reading and more like exploring. Users swipe through thepages, dipping in and out of layers of information, photographs, world maps and video. Even infographicsare interactive, revealing additional information to more curious readers. Image credit: Push Pop Press 13
  14. 14. TABLETS TACKLE A BROAD3. AUDIENCE; SO SHOULD YOU Last year, the iPad’s $500 entry point made it seem like an expensive toy. While Apple may continue to command a premium, manufacturers including Samsung and Blackberry are offering cheaper options, and more will follow. Audiences are quickly broadening—tablets are no longer the province of early adopters from the media and tech worlds. For college students, for example, tablets are a great way to combine textbooks, notebooks and study aids. And people who use their computers primarily for media consumption, email and social networking will see the tablet as a lower- cost alternative to a laptop. 14
  15. 15. 3. TABLETS TACKLE A BROAD AUDIENCE; SO SHOULD YOU “This holiday season there will be a big drive by HP, ASUS and Samsung to try and hit the iPad head-on. In New York, in a creative industry, a lot of us say, ‘Hey, I have to use an iPad.’ But in the normal working world, they’ll see a tablet that is $200 cheaper and it sort of does the same thing. The next generation is the one to watch.” —JAMES COOPER, chief creative innovation officer, JWT New York“With our app, we did start out with higher-end retailers because we think that matches the demographic right now. It’s a bit of a luxury to have one rightnow. But you’re going to see the wireless carriers subsidize the tablets the way they do phones. It probably won’t be this year, but as we get toward the holidays, Sprint or Verizon or someone who wants to make a real splash will subsidize a tablet entry with a contract. It will create a much broader market.” —USHER LIEBERMAN, director of communications, TheFind 15
  16. 16. 3. TABLETS TACKLE A BROAD AUDIENCE; SO SHOULD YOU “Certain people are just not going to have computers, they’re going to skip that step. Tablets are in the ballpark of cheap laptops. And if it has built-in 3G, it will do things better than a laptop. At home they will use a tablet, and at work they’ll have a desktop.”“Long term, it will be —MACIEK GORZKOWSKI, head of experience, JWT Londoninteresting to see if it’s going tohave to cannibalize PC sales. Itis the perfect device to buy for “They’re priced at a point where they’resomeone who only uses the affordable for anyone who has any kind ofInternet to surf the Web and do disposable income. Just as someone might buyemail. It’s a simpler device to themselves a laptop, they can buy a tablet.”use; there’s not the problems —DOMINIK HOFMANN, mobile productcurrently with viruses.” manager, head of R&D,—PAUL SCHOKNECHT, senior partner, digital experience director, JWT Atlanta 16
  17. 17. 3. TABLETS TACKLE A BROAD AUDIENCE; SO SHOULD YOU INKLING, INTERACTIVE TEXTBOOKSThis interactive textbook publisher has secured funding from McGraw-Hill and Pearson to create and licensemore than 100 new textbooks that will be available for the iPad this fall. The books use multi-screen touchtechnology that allows students to interact with the text, highlight and make notes on screen, and sendthose notes to others, including the professor. “If I understand something and my friend doesn’t, I can helpexplain to it to her,” one freshman told “You obviously can’t get that in a traditional textbook.” Image credit: Inkling 17
  18. 18. 4.LOOK BEYOND APPS It’s easy to understand why every brand seems to be app-focused. Smartphones have dominated mobile marketing, and connecting with consumers via small screens requires a specially designed interface. But tablets open up more options. The bigger screen offers a more pleasant Web surfing experience, so a tablet-optimized site might be your best bet. Meanwhile, content streams are everywhere, offering licensing and advertising opportunities. If your app is not offering your customer something valuable, don’t bother. 18
  19. 19. 4. LOOK BEYOND APPS “Clients come to us and say they want a tablet app. I go through a larger strategy piece and explore how tablets fit in “Brands that have with their digital ecosystem: Are come to us in we really looking at a tablet terms of application or a traditional site that’s optimized for developing tablet tablets or just tablet-friendly? A tablet-friendly site apps have a service for most users doesn’t have Flash because that to offer: Johnny impacts the ability to see it on an iPad. When we talkWalker wants to educate consumers; about an optimized site, it’s a custom build.”Singapore Tourism Board has —GREG ZAPAR, vice president, experience design, Digitariamapping and so forth. It’s going to behard to develop an app for shampoothat will be used every day.” “If you don’t want to do your own app, is there —PAUL SOON, regional director, XM Asia something smart about doing a deal with someone else, a platform syndication, so that you’re parceling out information?” —JAMES COOPER, chief creative innovation officer, JWT New York 19
  20. 20. 4. LOOK BEYOND APPS ESPN.COMThis website started by asking visitors what device they were using to access content, then redirected themto an optimized site depending on the answer. Now, ESPN has dispensed with the question, and the sitesniffs out your device and loads a page that’s optimized for the mobile phone, tablet or computer. ESPN iswell represented in app stores too, but this multi-device Web platform ensures the brand is reaching tabletowners who simply want to check the site. Image credit: 20
  21. 21. 5.SUPPORT YOUR INVESTMENT Call it meta-marketing. App stores are crowded, and tablet users have a whole world of media choices literally at their fingertips. The only way consumers are going to know your offering is out there is if you ensure they find your brand’s app via email, app store promotions, paid media and more. Then keep it on their radars with free or premium upgrades. 21
  22. 22. 5. SUPPORT YOUR INVESTMENT “In the beginning, you “Like any other product launch, there comes the could put an app out role of paid media. Whenever [a brand] there and make a lot of communicates something, the app should be money. The app stores mentioned. When someone uses the app, it are so full now, you have should be amplified socially.” to ask yourself, ‘How are —PAUL SOON, regional director, XM Asia you promoting that, how are you breaking through?’ More and more, you’ll see marketing plans advertising applications, more and more “It makes sense to invest in the application pushing of applications and content from theand keep putting out new features. It makes mobile Web that will sniff out what device people happier when they’re using it, and it you’re coming from and saying, ‘Go to our helps to climb the charts.” website, download our application.’” —DOMINIK HOFMANN, mobile product —PAUL SCHOKNECHT, senior partner, manager, head of R&D, digital experience director, JWT Atlanta 22
  23. 23. BE SOCIAL,6. IN AN OFFLINE WAY In hand, everything about a tablet suggests it is a very personal possession. Its book-like form, touch screen and users’ thoughtfully curated apps all point to an intimate media experience. But within households, tablet usage is fluid. Families and friends pass it around, sharing information and experiences and collaborating on purchase decisions. This gives marketers a valuable entry into households and makes evangelists out of tablet users, who share brand information with decision makers. 23
  24. 24. 6. BE SOCIAL, IN AN OFFLINE WAY “They are very intimate; they are really meant for one person at a time engaging with content. On the other hand, they tend to be shared devices, too. The two in [our] house tend to be shared by everybody. It’s not a personal device.” —USHER LIEBERMAN, director of communications, TheFind“A lot of the apps on our devices areshared amongst family members. Ihave a lot of kids apps; I have a lot ofprincess apps meant to entertain my “It’s a social device. … It’smy daughter while we are waiting for really easy to curl up ondinner to arrive.” the couch with your loved —GREG ZAPAR, vice president, one and look at the device, experience design, Digitaria and if there is a photo you can just pass it. It’s not heavy and it’s not fragile, and you’re not worried about dropping it. ... There’s a social aspect to it that’s not an online social aspect.” —DOMINIK HOFMANN, mobile product manager, head of R&D, 24
  25. 25. 6. BE SOCIAL, IN AN OFFLINE WAY TOYS R US, IPAD CATALOG FOR KIDSParents may consider it a stroke of evil genius. The toy retailer reimagined its catalog for the iPad: Knowinghow children drool over its paper iteration, Toys R Us designed an app that allows kids to view the catalogsans price information—as with old-fashioned his and her menus—and create personalized wish lists. Aseparate portal saves the sticker shock for parents. Image credit: Toys R Us 25
  26. 26. 6. BE SOCIAL, IN AN OFFLINE WAY KRAFT, BIG FORK LITTLE FORKThis recipe app allows family cooks to dip in and out of its voluminous content using the touch screen.And while it could pass for just another cookbook, it also includes activities for children and regularcontent updates, ensuring users can cook and play together in the kitchen. Image credit: Kraft Foods 26
  27. 27. MAKE IT PERFECT—THEN7. MAKE IT BETTER Blame it on Apple: Its walled-garden approach to innovation has resulted in a near-perfect device, and its strict app standards have created a near- uniform experience. As a result, tablet users demand more than they would from glitch-prone personal computers or websites. To help ensure users a great experience, have a nimble development team in place able to quickly fix flaws and create a long-term roadmap that includes upgrades and refreshed content. 27
  28. 28. 7. MAKE IT PERFECT—THEN MAKE IT BETTER “People have paid money for something they don’t really need, so there’s more pressure on the marketer to come up with engaging material. Consumers are saying, ‘I bought this thing; I spent my hard-earned money on this bright, shiny thing. It needs to do something different.’” —JAMES COOPER, chief creative innovation officer, JWT New York“The great experience is expected—it’s just table stakes to get in. It’simportant that it has some long-term benefit for your consumer.” “We’re just now getting into the era —PAUL SCHOKNECHT, senior partner, digital experience director, JWT Atlanta where we understand what a perfect, uniform website should look like. ... But with apps, there really is the idea of the perfect tablet application, and that’s because it came out as such a perfect device. The way tablets have evolved has led to the idea of a really high standard for a really desirable tablet application.” —DOMINIK HOFMANN, mobile product manager, head of R&D, 28
  29. 29. 8. BUT REMEMBER, PERFECT DOESN’T AUTOMATICALLY MEAN PACKED WITH BELLS AND WHISTLES Tablets offer a long list of eye-catching features: the multi-touch screen, the page curl, a gyroscope and accelerometer (the sensors that determine acceleration and tilt), not to mention audio and video. Don’t be fooled into thinking more is more. Include only the technology that will enhance your message and improve the functionality of your app or site. Style may catch users’ attention, but once the novelty wears off, they’ll be seeking substance. 29
  30. 30. 8. BUT REMEMBER, PERFECT DOESN’T AUTOMATICALLY MEAN PACKED WITH BELLS AND WHISTLES “Start small and build on that. Don’t shoot for the moon, because what you don’t want are bad reviews right out of the gate.” —GREG ZAPAR, vice president, experience design, Digitaria “When we first started working on [the iPad app], we had the page curl, just because we could. But we came to find out that while the iPad is able to do it, it’s not the best thing for users. ... A lot of times things are put in because it’s glossier, but if it’s not making people happier, don’t use it. ” —DOMINIK HOFMANN, mobile product manager, head of R&D, 30
  31. 31. 8. BUT REMEMBER, PERFECT DOESN’T AUTOMATICALLY MEAN PACKED WITH BELLS AND WHISTLES AMNESTY INTERNATIONAL, GERMAN IPAD APPThis ad used only one of the tablet’s many features but to great effect. At first swipe, it appeared to besimply a photograph of a hooded prisoner standing in a corner of a jail cell. But when readers attempted toswipe past the disturbing image, the screen didn’t budge. After several attempts, a message appeared:“Torture disappears only when you do something about it.” People were then referred to a link where theycould sign a petition. Image credit: TBWA Germany 31
  32. 32. DEFINE YOUR GOAL FROM9. THE OUTSET Consumers can’t commit to a long-term relationship with every app— some are keepers because they provide a valuable service, others are novelties. Will your app be one arm of a larger campaign or an investment in itself, intended to deepen your relationship with consumers? Like any marketing effort, the goal for tablet executions must be well-defined and developed thoughtfully. 32
  33. 33. 9. DEFINE YOUR GOAL FROM THE OUTSET “There are two ways of looking at an app. You can do a quick hit that’s fun—you spend $100,000 and you get a decent amount of people playing with that for 5-10 minutes; it’s still better than a TV spot. Or you can spend 500 grand on a utility-based app. The thing is, there are only so many [branded apps] you use that you come to rely on.” —JAMES COOPER, chief creative innovation officer, New York“By 30 days, almost all apps are at zero usage, and it’s almost to zero at about 14days. If there is no ongoing value, it’s likely not to be used and more likely to be deleted. If you want to stick around, you have to invest in the user experience, even if it’s just paying for pizza and getting people at the office to play around with it for five minutes; it really provides good feedback on what users want.” —GREG ZAPAR, vice president, experience design, Digitaria 33
  34. 34. 9. DEFINE YOUR GOAL FROM THE OUTSET SCHICK, SHAVE-O-MATICUsers won’t be whipping out this app on a regular basis, but it is a fun party trick. The idea is simple: Take aphotograph with the iPad or iPhone’s camera (or choose one from your library), then superimpose somefacial hair for a laugh. How long it stays on a user’s device depends on how deeply friends are entertainedby a digital Wooly Willy, but for a few minutes at a time, Schick is the life of the party. Image credit: Schick 34
  35. 35. REINVENT THE EXPERIENCE,10. NOT THE MESSAGE At the turn of the millennium, newspapers posted material online rather inelegantly; a decade later, publishers have developed slideshows, videos and a variety of interactive features. But the news—the reporting, writing and images—remains the star player, while everything else is context. The key is to adjust according to the medium while retaining your core message. Look at how tablets are driving consumption and tweak your delivery to make it fun and interesting. 35
  36. 36. 10. REINVENT THE EXPERIENCE, NOT THE MESSAGE “It isn’t about recreating your “You have to think about it as content, but it is content. That’s the piece. They just about rethinking it. have great content, and then you You look at the experience it as you will.” history of new —PAUL SCHOKNECHT, senior partner, digital experience director, JWT Atlanta mediums, and they all evolved. When television came out, they took radio shows and put them on TV. And it took them a while to figure out that doesn’t “Tablet input is quite simple. The less consumers have to input, work. ... When the Internet arrived, the better. You choose one to 10, but you don’t have to type [newspapers] just slapped their frontanything. It’s as if you were having a conversation with someone pages online. But that wasn’t all that and all they gave you were one-word answers. But as a brand, effective. The content evolved over have to be the conversationalist and you have to expect one- It’s going to evolve. Ultimately, it’s about word answers: Yes or no.” taking the content you already have and —MACIEK GORZKOWSKI, head of experience, JWT London making it right for the medium.” —USHER LIEBERMAN, director of communications, TheFind 36
  37. 37. 10. REINVENT THE EXPERIENCE, NOT THE MESSAGE WIREDThe tablet edition of this tech magazine uses the print edition as a springboard for digital content,including audio, video and more. The May 2011 issue launched with a video of cover comic Andy Samberg,a touch-sensitive cover image that links to feature stories, and multiple touch points throughout thatlaunch interactive infographics, content and video all within Wired’s recognizable design and layout. Image credit: Wired 37
  38. 38. APPENDIX 38
  40. 40. ADDITIONAL CASE STUDIES DISNEY SECOND SCREEN, BAMBI EDITIONChances are, if you’re older than 6, you’ve seen the Disney classics more than once. This year, Disney founda way to reinvent the viewing experience for families by synchronizing Blu-ray discs to tablets so viewerscan simultaneously watch bonus features. Features include production drawings that come to life when youmove a slider back and forth, extra videos, games and an art gallery. “We really thought about a familysitting together or a mom sitting with her kids watching Bambi and playing some of the games together atthe same time, going through some of the activities,” Lori MacPherson of Walt Disney Studios told USAToday. The second-screen experience also works for PCs. Image credit: Disney 40
  41. 41. ADDITIONAL CASE STUDIES COSMOPOLITAN, CFGThe acronym may be testosterone-friendly, but Cosmopolitan magazine’s DNA is dominant throughout itsnew Cosmo for Guys app. The application is designed for the iPad with the requisite bells and whistles,reimagining Cosmo for male readers. The Cosmo message remains—sex and relationship features, adviceand, of course, self-help quizzes. So gentleman, which hair trick will save YOU this summer? Image credit: Cosmopolitan 41
  43. 43. LEARN MORE ABOUT OUR PANEL OF EXPERTSJAMES COOPER, chief creative innovation officer, JWT New YorkCooper is responsible for managing JWT New York’s creative product inthe emerging digital space and further developing JWT’s footprint in thisarea. He has worked on iPhone and iPad applications for Rolex andBloomberg; was part of the agency’s successful Lean Cuisine win; and hassigned an innovative deal with TechStars, a startup incubator, to embed theagency with new companies.As integrated creative director at Saatchi NY, Cooper created “The MostValuable Tweeter” campaign for Wheaties—marking the first time a brandhas placed value on a tweet—and led a JCPenney campaign where womencould put their men in a “digital doghouse.” Prior to Saatchi, he was acreative director at two of the U.K.’s leading independent digital agencies,Dare and Agency Republic. At Dare, Cooper worked with clients includingSony, BMW and Vodafone, and counts a crowd-sourced film project withJohn Malkovich for Sony Vaio as one of his favorite projects. Campaignmagazine described Cooper as “one of the brightest stars in digitaladvertising.”Cooper blogs regularly for Adweek and Creative Social and has taught atMiami Ad School and Watford College. He also founded Celebrity PingPong ( and is rated No. 1,293 in table tennis in the U.S. 43
  44. 44. LEARN MORE ABOUT OUR PANEL OF EXPERTSMACIEK GORZKOWSKI, head of experience, JWT LondonGorzkowski’s remit at JWT is to foster the conception and development ofdigital experiences across the client base. He joined the agency in April2010 from Play, which he co-founded. Gorzkowski started his career atSaatchi & Saatchi in Warsaw, rising to account director while managingbrands such as Pizza Hut, KFC, Head & Shoulders and Levi’s. He made themove into digital in 1999 as account director at itraffic in San Francisco,working on Disney and subsequently running the affiliate program acrossall of itraffic’s clients.In 2001, Gorzkowski moved to London with itraffic (now,where as client services director he ran British Airways, arguably the largestdigital account in the U.K. at the time. In 2005 he co-founded Play asmanaging director. During his time at Play, he managed award-winningcampaigns for clients including Foster’s, RBS, NatWest, ITV, BBC and TfL. 44
  45. 45. LEARN MORE ABOUT OUR PANEL OF EXPERTSDOMINIK HOFMANN, mobile product manager, head of R&D,Jetsetter.comWhile other kids were building forts, Hofmann was building computerinterfaces. During his time at Razorfish and Blockbuster’s DigitalInnovation Group, and as a consultant across the Fortune world, he’s beeninvolved with projects for Web, mobile and touch screen. Thankfully, hisrole at Jetsetter combines his love of all things cutting-edge and dismisseshis relative inexperience with the world of fortification. 45
  46. 46. LEARN MORE ABOUT OUR PANEL OF EXPERTSUSHER LIEBERMAN, director of communications, TheFindLieberman has been director of corporate communications at TheFind,a vertical search engine for shopping, since 2009. His experience ine-commerce dates back to the mid-1990s, when he managed thecampaigns of many dot-com and services companies that either solddirectly to consumers or helped facilitate e-commerce in its infancy.Following a five-year entrepreneurial stretch, Lieberman was recruitedin 2007 to be spokesperson for eBay.He holds a bachelor’s degree in political science from the University ofColorado at Boulder, is a collector of vinyl records and South Americanfútbol jerseys, an avid mountain biker, father of three, an Amazon Primesubscriber and firmly believes it is best to dive directly into the deep end ofthe pool. 46
  47. 47. LEARN MORE ABOUT OUR PANEL OF EXPERTSPAUL SCHOKNECHT, senior partner, digital experience director,JWT AtlantaSchoknecht drives digital strategy, social media and user experience forJWT clients. His group is charged with activating brands across the digitalspectrum. Schoknecht’s passion for the space and knowledge about what’scoming next help brands stay ahead of the curve. He leads digitalengagement from program inception to creative development and, finally,to reporting, giving him the insight to ensure that all pieces are meetingthe original goals and that the correct analytics are measuring ROI. 47
  48. 48. LEARN MORE ABOUT OUR PANEL OF EXPERTSPAUL SOON, regional director, XM AsiaOne of Singapore’s leading digital marketers, Soon has more than 10 yearsof digital marketing experience working with leading brands such asNokia, Nike, HSBC, Singapore Tourism Board and HP. He has spent asignificant part of his career servicing the HP Asia Pacific account,producing dynamic results for the client: optimizing the usability of HP’sonline stores, customizing an eCRM solution and launching HP’s largestconsumer online campaign. In 2009, Marketing magazine voted SoonNo. 1 on its list of “35 and under talent.” 48
  49. 49. LEARN MORE ABOUT OUR PANEL OF EXPERTSGREG ZAPAR, vice president, experience design, DigitariaZapar has 14 years of experience in business, technology, productmanagement and experience design innovation. With a focus on emergingtechnologies, his current post incorporates evangelizing and evolvingexperience design as a practice to understand, define and incorporatedigital experiences as incredibly powerful brand assets. By unifyingstrategy, creative and technology disciplines, he seeks to closely partnerwith brands to seamlessly integrate business objectives into digitalexperiences that delight audiences.Zapar started his marketing management career from Virginia Tech intechnology sales for Xerox Corp. With formal training in e-commerce andproject management, he held a variety of roles for companies includingCBS College Sports Network and Gateway. The past eight years were spentin agency environments with a focus on information architecture and userexperience roles for clients including Apple, Microsoft, Qualcomm, BestWestern, Experian, W.K. Kellogg Foundation and Sempra Energy. 49
  50. 50. TABLET CHECKLIST CONTACT:466 Lexington Avenue Ann M. Mack Written by Deanna Zammit 212-210-7378New York, NY | @JWT Worldwide Director of trendspotting Ann M. Mack | @JWTIntelligence @annmmack Editor Marian | @AnxietyIndex Trends strategist Jessica Vaughn Design Paris Tempo Productions Proofreader Nick Ayala Contributor Sarah Siegel (c) 2011 J. Walter Thompson Company. All Rights Reserved. About JWT: JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues its dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to developing award- winning branded content for brands such as Freixenet, Ford and HSBC. JWT’s pioneering spirit enables the agency to forge deep relationships with clients including Bayer, Bloomberg, Cadbury, Diageo, DTC, Ford, HSBC, Johnson & Johnson, Kellogg’s, Kimberly-Clark, Kraft, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone and many others. JWT’s parent company is WPP (NASDAQ: WPPGY).