2008 Will Mark Pivotal Gender and Business Shifts

New York, December 31, 2007 -- Vigilante, a leading urban and youth marketing advertising agency today released its annual top five list of social and commercial drivers. The Vigilante Urban Think Tank creates the popular list by careful contextual analysis of media and urban trends. This information is validated and dimensionalized using Vigilante’s proprietary Street Spies© research tool. This year, Vigilante predicts bigger and more significant changes than in past years.

“The surprise in 2008 will be the significant shift in political and corporate power to American women.” said Vigilante President and respected strategist Larry Woodard, “fueled by the first election where there is a good chance a woman could win the White House and the strong female opposition to the ongoing war on terrorism”

“If it were not an election year, it is clear that sustainable energy would be the biggest issue,” adds Dakota Pippins Director of Vigilante’s Urban Think Tank,  “Consumers are demanding that companies not only have a perspective, but that they are also serious enough to do something about it.”

Vigilante began publicly releasing the list, called The Next 5, in 2006.

The Next 5:

1. Woman Nation:
 
Coming into this election there is great evidence that women feel that arguably there has never been a more critical time for them to consider their stance on foreign and domestic policy and to weigh it against their primary role in civic and economic life. Hillary Clinton is the Democratic front-runner and likely the Democratic Party nominee for President. Nancy Pelosi is Speaker of the U.S. House of Representatives. The Highest elected official in American history, she is second in the line of presidential succession. Condoleezza Rice is Secretary of State. Oprah Winfrey is making an impact with her endorsement of Barak Obama and placing focus on a new group of influential voters.

The environment and the war on terror are massive issues without clear-cut answers and women are increasingly fighting to take the lead in decision making concerning these issues.

2008 will mark a fundamental shift in the way women approach being heard on these subjects as well as healthcare and equal access to all areas of society. As we move inexorably to the eventuality of a female president, expect more women leaders to rise and become more aggressive and visible as drivers of public policy.

2. Fame Tax

Everyone dreams of being famous. Or do they? Our voracious appetite for news about the rich and famous crossed with our 24/7/365 media from TMZ.com to YouTube to video camera cell phones has created a nightmare in which the focus is catching the celebrity at their worst.

In 2008, the Fame Tax will rise to record highs. Celebs will increasingly seek refuge and defamation entanglements will explode.

3. Crisis Hurdling:

As the internet and the proliferation of instant communication tools and social networking sites have helped to make information constant and instant, companies need to be prepared to take on issues that can significantly impact growth and profitability at a moment’s notice. Interest groups can use blogs to keep the heat on and if they are web savvy, they can have a share of voice comparable to that of the company they have under a microscope. Companies able to address the issues directly and quickly gains a competitive advantage.

Example:

The bottled water industry encountered a massive attack based on shipping costs of popular bottled waters like Fiji, the fact that the top two waters are just purified municipal water, quality control issues and quality questions. The industry responded by citing the overall health benefits of water, and the fact that PET containers are 100% recyclable.

Only Poland Springs responded with The Eco-Shaped bottle. Setting a company priority with the slogan: “change is good, but change for the sake of the environment is better.

•    The lightest half-liter bottle ever produced
•     Made with 30% less plastic than the average half-liter bottle
•    Featuring a new label that's 30% smaller
•    100% recyclable
•    Flexible, so it's easier to crush for recycling
•    Easy to Carry
•    At Poland Spring, we think change is good, but change for the sake of the environment is even better. We invite you to discover the new Eco-Shape™ bottle from Poland Spring—the refreshing natural spring water that makes a difference.

4. Blink Year
America is a rich nation and our response as of late to rising gas prices, a weak dollar abroad, global warming, the war in Iraq and other crises that threaten our way of life, has been to show moderate concern while generally not changing our behavior over the past 30 years. In fact, even when other nations band and agree on the worldwide toll these issues are taking on the human condition, America stands unyielding in its desire to have  its cake and eat it too. As gas prices creep past the $4.00 a gallon mark. The stare down takes a new turn. We predict that 2008 is the year the weight of public opinion begins to force those setting policy and driving consumer behavior to blink. This will cause a shift in opinion about elected officials and company CEO’s alike. Accountability will take hold and heads will begin to roll.

5. Micro Mass Media

We’ve encountered middle-schoolers who have watched entire seasons of Japanese animated cartoon shows on YouTube. The writer’s strike is sending viewers beyond traditional broadcast media in search of entertainment. The continued popularity of the reality show format has lowered the bar in terms of production values and writing sophistication. 2008 is the year that the internet becomes entrenched as a source of alternate serial programming for viewers particularly those under 25 years old.

And this year a bonus trend:
6. Transtyle Music
As the internet increasingly becomes the distribution method and consumers create their own playlists to download expect to see a blurring of the lines of music styles between rock, blues, gospel and rap. There will be less need to simplify and target music styles for marketing and distribution purposes therefore many  Check out Kirk Franklin and TobyMac in the track I am God from the CD The Fight of My Life.   Look for many well known acts to cut tracks outside of their usual genre.

ABOUT VIGILANTE ADVERTISING
Vigilante is an innovative, Manhattan-based advertising agency that helps clients stay current, win in a competitive environment, be innovative and hear the voice of the consumer and respond before the competition does. Vigilante develops advertising, promotion, marketing services and provides consumer insight. The company distinguishes itself from its competition with a toolbox of proprietary new media and buzz marketing tactics. Vigilante clients include General Motors and Cox Communications.

FOR MORE INFORMATION CALL: Veronica Coakley -  212 545 2823