THE YEAR OF TABOO. In today’s rapidly evolving world, this morning’s disruption is often this afternoon’s conventional wisdom. Nowhere is this truer than in the marketing communications world where, in pursuit of new paths to innovation and more effective marketing, we constantly challenge ideas, behaviors and approaches that have been the status quo. As technology accelerates the evolution of our societies, it’s the brands that dare to break with convention, embrace diversity in all its forms and champion seemingly “taboo” ideas and thinking to stay relevant and connect meaningfully with their audiences that will win the future.
In this edition of ThinkWell, we vigorously engage with this notion of “taboo” through the lens of health and wellness. Ideas and behaviors are often labeled as “taboo” to protect the status quo in a culture, society or even an industry. But today, with the proliferation of media and the ability of ideas of all forms to find an audience, the status quo cannot resist the energy of inquisitiveness and ideas that have value, passion and the potential to change culture—which are now finding the path from the margins to mainstream acceptance much more easily than ever before.
In delving into the concept of taboo, we look to extract meaning and learning that we can apply to our work. We follow the paths from rejection and marginalization to mainstream acceptance and success across a broad spectrum— from meditation and the changing doctor-patient dynamic, to brands embracing failure, disruption and taking a stand on social issues.
Today, more than ever, the only constant is change. At WPP, we are proud and fortunate to partner with clients, industry parties and stakeholders, to help them to transform their businesses and navigate the shifting marketing communications landscape. As technology reshapes our cultures, societies and industries, we believe there are four pillars that underpin creative transformation and allow businesses to succeed in the future —Communications, Commerce, Experience and Technology. By combining outstanding creativity with deep expertise in technology and data, and by bringing together brilliant people, we help to build better futures for our clients.
And that’s what we’ve done here in ThinkWell, Volume 3. As usual, we have engaged the experience and talent of our friends and colleagues across and beyond the WPP spectrum of companies. We hope that their expertise and insights will be inspiring to you and applicable into your day-to-day practice.