We spoke with seven professionals in interactive media—both internal and external to 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.