Salzman will target trends in Y&R post

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One of TBWA International's chief futurists has moved to Young & Rubicam to open a new department focusing on future trends and their effect on consumers.

Marian Salzman, formerly joint head of TBWA's Department of the Future, based in Amsterdam, was appointed director of Y&R's new Brand Futures Group. The unit, which will work parallel to Y&R's planning functions, will provide trend research to Y&R Advertising and other units.

Ms. Salzman has already brought in two researchers from her former office, and two other staffers will join shortly.

The new group will deal with macro trends and also pitch in to help account groups zero in on what affects individual clients, she said. She's already begun looking at the blurring between work and home; products and services that will be pushed upon families preparing children for the digital age; and the new midlife crises among consumers age 28 to 48.


Her former research group, run with Ira Matathia, was closed this month when its two-year research project was finished. The results of their research will be published this month as a book entitled "Trends: What to Expect from the Future."

Mr. Matathia has not announced his plans yet; he also has left TBWA.

Ms. Salzman came back to the U.S. this past summer to help with TBWA Chiat/Day's successful pitch for Apple Computer.

Copyright November 1997, Crain Communications Inc.

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