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We went to the future and purchased a Gray’s Sports Almanac to find out
what you can bet will happen in 2017. Read on, for Soap’s annual light-hearted
predictions on marketing, tech, culture and everything in between...
Trump’s stunning success blows
away any tiny doubts Yeezy had
about his ability to become
President of the United States.
America anticipates ex-nude
model Melania Trump being
succeeded as First Lady by ex-
porn star Kim Kardashian West.
The tech billionaire’s plans to
populate Mars are thrown awry when
the first terraformers are greeted by
little green men with ray-guns.
Elon’s plans to save humanity are
rapidly replaced with the threat of
Anxious about the newly aggressive
Trump-led US, plus fearing the
looming intergalactic war, the Brits
realise they’ve made a horrible
mistake leaving the EU.
In a new referendum, Breentry soundly
beats the Bremain Brexited movement.
in favour of
The Justice League movie is a
and shockingly edited piece of
DC fans demand justice – and
Zack Snyder is forever removed
from the franchise.
Middle-aged white male ad agency
executives find it increasingly
impossible to open their mouths
without offending anyone who isn’t a
white middle-aged ad agency executive.
The old guard become rarer than the
Google Home’s ability to
respond to spoken commands
makes husbands and wives
Marriage rates plummet and
divorce rates rocket, as people
tell the new significant other in
their life exactly what to do.
Delivering authentic, artisanal, organic,
hand crafted, small batch, sustainable
produce, plus offering paddock-to-person
service, FixieFood’s bearded, top-knotted,
heavily inked couriers take the world’s
10mph bicycle lanes by storm.
delivery app –
Wikileaks becomes a Wikiflood, as the
site reveals an ever-growing stream of
corruption and abuse committed by the
The Daily Mail’s gossip-heavy content can’t
compete and loses its spot as the world’s
most popular news site.
the world’s #1
The Internet Of Things causes
security chaos as every connected
household appliance becomes a
potential hacking entry point.
The US government is forced to deny
the latest Russian attack penetrated
their security through the White
House fridge freezer.
The trend of AI replacing humans escalates
as celebrities start using chatbots to engage
with their fans on social media.
But the chatbots start becoming self-aware
and, unhappy at being typecast as shallow,
duckfaced fame whores, they rebel against
Years of quality content creates a
catch-up TV backlog absolutely
nobody can keep up with.
Instead, classic shows find it easier
to build their audience – and
Neighbours and Home & Away enjoy
a massive resurgence in popularity.
Twitter continues to shed users, still can’t
find a buyer, and ultimately follows Vine
into the void.
Jack Dorsey’s final tweet fails to make a
sound in the social media echo chamber.
A bad 2016 for music legends is
followed by an even worse 2017,
as the grim reaper continues
to lay waste to the rock’n’roll
Despite the bodycount, Keith Richards
celebrates yet another birthday.
still not dead!
The final word – how did we do last year?
Prediction How did we do?
Billionaire Genius Philanthropist Playboys Assemble! Called it. Zuckerberg has to do something with all that cash, so it’s good some tech profits are going to the world’s needy. 4
Leo finally wins a (Chinese) Oscar Nope. But Leo did win a real Oscar! 6
Attention Span Rehabilitation (ASR) Sadly yes, digital media has continued to cause havoc with our attention spa… what was the question again? 4
Instanonymous Hmmm, we still think there’s lots of scope for bikini bloggers to revolt against the system that shackles them. 6
Peak emoji Nailed it. Emojis can’t be stopped and will soon be the #1 form of global communication. 4
The New CAA (for pets). Yes! There are now several almost CAA-level talent agencies happy to represent your pet. 4
The livestreamed elections OH HELL YES! We predicted a US election driven by social media, and said this would give a certain Mr Trump the edge. 4
VR Goldrush Yep – there are now six major VR headsets to choose from. 4
Personal Tragedy Profile Filters Wrong – and that’s a good thing, as this one was pretty dark. 6
The Dark Web Goes Legit Damn right – where else do you think governments go to connect with helpful Russian hackers? 4
Black Ops Agencies Hell yes – and if you don’t know about the comms agencies that do the sneaky stuff, that’s exactly how they like it. 4
Blocking the ad blockers Yes! The blocking cycle goes round and round and... 4
The Death of Car Culture Yep – the major car manufacturers are not in a happy place. 4
Crackdown on drones & hoverboards Yep – the Civil Aviation Safety Authority is watching you (...probably with a drone). 4
InstaTV We’re good at this. Social media video platforms are now causing major distress for the broadcasters. 4
What’s my in-messenger strategy? We were too soon with this one but it’s only a matter of time before “What’s our chatbot strategy?” is heard in brainstorms. 6
Review last year’s predictions here: www.slideshare.net/soapcreative/2016-digital-predictions-for-marketing-tech-pop-culture-and-everything-in-between
Soap is a creative agency in Sydney, Australia. We are part of the Dentsu Aegis network.
We produce Integrated Campaigns, Social/Content, Experience Design, Websites/Apps and
Games. Our philosophy ‘Play. Make. Do.’ helps brands stay relevant in the digital landscape.