TABLET CHECKLIST

AUGUST 2011

• Background and Objective

• Methodology

• Our Panel of Experts

• Our Tablet Checklist

• Appendix– Additional case studies

– Learn more about our panel of experts

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WHAT WE’LL COVER

A note to readers: To make the report easy to navigate, we’ve added hyperlinks to the What We’ll Cover and Our Tablet Checklist pages, so you can jump immediately to the items that most interest you (or, alternatively, you can read the material straight through).

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Since the iPad’s debut last year, consumers worldwide have embraced the conceptof a tablet computer.

• Already tablets are taking hold more firmly than netbooks did in 2009, with IDCforecasting that 53.5 million units will ship this year. 

• The market-creating iPad remains firmly in the lead, with competitors jockeying forsecond and third place. 

For marketers, it’s been a scramble to get a handle on how consumers are usingthis new device and how best to reach them through this portal.

• Indeed, tablets are used quite differently than either PCs or smartphones. 

• The focus tends to be on leisure—gaming, shopping, reading, watching video andemailing. Tablet consumers tend to be less interested in getting things done than inhaving some fun. 

How can brands be a part of that experience? This report aims to deliver actionablerecommendations for marketers, with case studies that help illustrate these ideas.As we collect more cases, we’ll be adding them to this report.

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BACKGROUND AND OBJECTIVE

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We spoke with seven professionals in interactive media—both internal and externalto 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 theirconnections and visibility.

METHODOLOGY

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OUR PANEL OF EXPERTS*

PAUL SOON, regional director, XM Asia

PAUL SCHOKNECHT, senior partner, digitalexperience director, JWT Atlanta

GREG ZAPAR, vice president, experiencedesign, Digitaria

MACIEK GORZKOWSKI, head of experience, JWT London

JAMES COOPER, chief creative innovation officer, JWT New York

DOMINIK HOFMANN, mobile product manager, head of R&D, Jetsetter.com

USHER LIEBERMAN, director of communications,TheFind

*See Appendix for bios of experts.

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1. Lean back with the tablet, all around the house

2. Do with smartphones, discover with tablets

3. Tablets tackle a broad audience; so should you

4. Look beyond apps

5. Support your investment

6. Be social, in an offline way

7. Make it perfect—then make it better

8. But remember, perfect doesn’t automatically mean packed with bells and whistles

9. Define your goal from the outset

10. Reinvent the experience, not the message

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OUR TABLET CHECKLIST

Smartphones may have started the mobile media revolution, but tablets have brought it home.These intimate, always-on machines are as small and light as a book, with infinitely morepossibilities. Unlike their bulkier computing cousins, tablets are “lean back” devices that tax onlythe pincer fingers, so they can be operated in full slouch. They put consumers at the center oftheir home entertainment experience, traveling along from kitchen to couch to bed.

Users flit between home computer and television less often now that the tablet more comfortablydelivers streaming video, email and Web surfing capabilities. And while the television may still getprimetime play, the tablet is surely within reach as a second screen. Once the TV goes dark, thetablet follows the user to bed for a game of Angry Birds—the 21st-century nightcap. Considertablets an all-access pass to a consumer’s home and know your brand may be called up at any time.

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LEAN BACK WITH THE TABLET,ALL AROUND THE HOUSE1.

1. LEAN BACK WITH THE TABLET, ALL AROUND THE HOUSE

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“We used to walk in as agencies andwe would have the website in the middle of the circle, and that was the centralhub, and we would have links off to theside to YouTube or mobile or tablet;now the user is at the center of thatcircle, and the website just becameanother channel.”

—GREG ZAPAR, vice president,experience design, Digitaria

“When somebody is spending timewith their iPad, they’re curled up onthe couch; it’s the one thing they’refocused on. They’re completely willingto dedicate all their time to that likethey would with a good book.”

—DOMINIK HOFMANN, mobile productmanager, head of R&D, Jetsetter.com

“If I looked at my tablet usage myself, it’s changed the way Isurf the Web at home. Now I sit back at home on my couch

and I am on my tablet instead of on my computer. Withyour laptop, you’re locked in—you can’t move as much as

you can with your tablet.”

—PAUL SCHOKNECHT, senior partner, digital experience director, JWT Atlanta

When people pick up their smartphones, they generally have a task inmind—check the time, the weather, email, movie listings. But tabletusers are different. They are relaxed, they are reclined, they are open tosuggestion. In short, they’re a marketer’s dream. Tablet in hand, usersswipe and tap in search of a new experience.

Brands that provide that using tablet technology like the gyroscope,geolocation and more might find tablet users more responsive andgenerous with their time than mobile consumers on the go.

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DO WITH SMARTPHONES,DISCOVER WITH TABLETS2.

“Shopping on a PC is built around a search engine. On the phone, it’s more aboutenhancing the in-store experience. When we look at tablets, we see this is adifferent medium. Search through the iPad wasn’t going to be a very pleasingexperience; on the other hand, paper catalogs offer a magazine-like experience. It’spart entertainment—seeing what different things look like and giving ideas andinspiration—and part commerce. The iPad lends itself well to that: that tactile feel,

that feeling of discovery. There’s a way to integrate what we’ve built online and forward it to the iPad andmake it different—make it more about consumption, exploration, discovery.”

—USHER LIEBERMAN, director of communications, TheFind

2. DO WITH SMARTPHONES, DISCOVER WITH TABLETS

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“The phone is still that communication device. It is a voice- as well as text- and email-based device. Sure it lets you browse the Web, bank, get

airline tickets, but with the tablet, there’s a discovery aspect to it.”

—PAUL SCHOKNECHT, senior partner, digital experience director, JWT Atlanta

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“A smartphone is a personal device that’s with you all the time. It’s going to seea lot of search activity, location-based search and that sort of thing. You have tothink of the smartphone as the always-on, always-with-you device and thetablet as doing more considered things.”

—USHER LIEBERMAN, director of communications, TheFind

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2. DO WITH SMARTPHONES, DISCOVER WITH TABLETS

“It’s a great channel for discovery. One of the reasons people are so muchmore open to something like their tablet than a computer or smartphone is

the tablet is pretty much a leisure device. ... When you’re in that state ofmind, you’re really receptive to someone introducing something to you.”

—DOMINIK HOFMANN, mobile product manager, head of R&D, Jetsetter.com

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This pregnancy calendar opens a window into the womb by showing the development of the fetusbeginning at four weeks. Users can scroll through gestational weeks, tap for information and use touchpoints to zoom and rotate glowing representations of a baby’s growing features. While most apps take autilitarian approach, this one seizes on the wonder of impending parenthood by using tablet technology toits fullest.

PAMPERS, HELLO BABY

Image credit: Pampers

2. DO WITH SMARTPHONES, DISCOVER WITH TABLETS

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Say what you want about Gore’s narrative style, this e-book takes full advantage of the iPad’s capabilitiesand delivers an experience that feels less like reading and more like exploring. Users swipe through thepages, dipping in and out of layers of information, photographs, world maps and video. Even infographicsare interactive, revealing additional information to more curious readers.

AL GORE, OUR CHOICE (PUSH POP PRESS)

Image credit: Push Pop Press

2. DO WITH SMARTPHONES, DISCOVER WITH TABLETS

Last year, the iPad’s $500 entry point made it seem like an expensive toy.While Apple may continue to command a premium, manufacturersincluding Samsung and Blackberry are offering cheaper options, and morewill follow. Audiences are quickly broadening—tablets are no longer theprovince of early adopters from the media and tech worlds. For collegestudents, for example, tablets are a great way to combine textbooks, notebooksand study aids. And people who use their computers primarily for mediaconsumption, email and social networking will see the tablet as a lower-cost alternative to a laptop.

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TABLETS TACKLE A BROADAUDIENCE; SO SHOULD YOU 3.

“This holiday season there will be a big drive by HP, ASUS andSamsung to try and hit the iPad head-on. In New York, in a creativeindustry, a lot of us say, ‘Hey, I have to use an iPad.’ But in the normalworking world, they’ll see a tablet that is $200 cheaper and it sort ofdoes the same thing. The next generation is the one to watch.”

—JAMES COOPER, chief creative innovation officer, JWT New York

3. TABLETS TACKLE A BROAD AUDIENCE; SO SHOULD YOU

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“With our app, we did start out with higher-end retailers because we think thatmatches the demographic right now. It’s a bit of a luxury to have one right

now. But you’re going to see the wireless carriers subsidize the tablets the waythey do phones. It probably won’t be this year, but as we get toward the

holidays, Sprint or Verizon or someone who wants to make a real splash willsubsidize a tablet entry with a contract. It will create a much broader market.”

—USHER LIEBERMAN, director of communications, TheFind

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“Long term, it will beinteresting to see if it’s going tohave to cannibalize PC sales. Itis the perfect device to buy forsomeone who only uses theInternet to surf the Web and doemail. It’s a simpler device touse; there’s not the problemscurrently with viruses.”

—PAUL SCHOKNECHT, senior partner,digital experience director, JWT Atlanta

“They’re priced at a point where they’reaffordable for anyone who has any kind ofdisposable income. Just as someone might buythemselves a laptop, they can buy a tablet.”

—DOMINIK HOFMANN, mobile productmanager, head of R&D, Jetsetter.com

“Certain people are just not going to have computers,they’re going to skip that step. Tablets are in the ballpark of

cheap laptops. And if it has built-in 3G, it will do thingsbetter than a laptop. At home they will use a tablet, and at

work they’ll have a desktop.”

—MACIEK GORZKOWSKI, head of experience, JWT London

3. TABLETS TACKLE A BROAD AUDIENCE; SO SHOULD YOU

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This interactive textbook publisher has secured funding from McGraw-Hill and Pearson to create and licensemore than 100 new textbooks that will be available for the iPad this fall. The books use multi-screen touchtechnology that allows students to interact with the text, highlight and make notes on screen, and sendthose notes to others, including the professor. “If I understand something and my friend doesn’t, I can helpexplain to it to her,” one freshman told CNBC.com. “You obviously can’t get that in a traditional textbook.”

INKLING, INTERACTIVE TEXTBOOKS

Image credit: Inkling

3. TABLETS TACKLE A BROAD AUDIENCE; SO SHOULD YOU

It’s easy to understand why every brand seems to be app-focused.Smartphones have dominated mobile marketing, and connecting withconsumers via small screens requires a specially designed interface. Buttablets open up more options. The bigger screen offers a more pleasantWeb surfing experience, so a tablet-optimized site might be your best bet.Meanwhile, content streams are everywhere, offering licensing andadvertising opportunities. If your app is not offering your customersomething valuable, don’t bother.

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LOOK BEYOND APPS4.

“Brands that havecome to us interms ofdeveloping tabletapps have a serviceto offer: Johnny

Walker wants to educate consumers;Singapore Tourism Board hasmapping and so forth. It’s going to behard to develop an app for shampoothat will be used every day.”

—PAUL SOON, regional director, XM Asia

“If you don’t want to do your own app, is theresomething smart about doing a deal with

someone else, a platform syndication, so thatyou’re parceling out information?”

—JAMES COOPER, chief creative innovation officer, JWT New York

“Clients come to us and saythey want a tablet app. I gothrough a larger strategy pieceand explore how tablets fit inwith their digital ecosystem: Arewe really looking at a tablet

application or a traditional site that’s optimized fortablets or just tablet-friendly? A tablet-friendly sitefor most users doesn’t have Flash because thatimpacts the ability to see it on an iPad. When we talkabout an optimized site, it’s a custom build.”

—GREG ZAPAR, vice president, experience design, Digitaria

4. LOOK BEYOND APPS

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This website started by asking visitors what device they were using to access content, then redirected themto an optimized site depending on the answer. Now, ESPN has dispensed with the question, and the sitesniffs out your device and loads a page that’s optimized for the mobile phone, tablet or computer. ESPN iswell represented in app stores too, but this multi-device Web platform ensures the brand is reaching tabletowners who simply want to check the site.

ESPN.COM

Image credit: ESPN.com

4. LOOK BEYOND APPS

Call it meta-marketing. App stores are crowded, and tablet usershave a whole world of media choices literally at their fingertips. Theonly way consumers are going to know your offering is out there isif you ensure they find your brand’s app via email, app storepromotions, paid media and more. Then keep it on their radars withfree or premium upgrades.

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SUPPORT YOUR INVESTMENT 5.

“Like any other product launch, there comes therole of paid media. Whenever [a brand]communicates something, the app should bementioned. When someone uses the app, itshould be amplified socially.”

—PAUL SOON, regional director, XM Asia

5. SUPPORT YOUR INVESTMENT

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“It makes sense to invest in the applicationand keep putting out new features. It makespeople happier when they’re using it, and it

helps to climb the charts.”

—DOMINIK HOFMANN, mobile productmanager, head of R&D, Jetsetter.com

“In the beginning, youcould put an app outthere and make a lot ofmoney. The app storesare so full now, you haveto ask yourself, ‘How are

you promoting that, how are you breakingthrough?’ More and more, you’ll see marketingplans advertising applications, more and morepushing of applications and content from themobile Web that will sniff out what deviceyou’re coming from and saying, ‘Go to ourwebsite, download our application.’”

—PAUL SCHOKNECHT, senior partner,digital experience director, JWT Atlanta

In hand, everything about a tablet suggests it is a very personalpossession. Its book-like form, touch screen and users’ thoughtfullycurated apps all point to an intimate media experience. But withinhouseholds, tablet usage is fluid. Families and friends pass it around,sharing information and experiences and collaborating on purchasedecisions. This gives marketers a valuable entry into households andmakes evangelists out of tablet users, who share brand information withdecision makers.

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BE SOCIAL,IN AN OFFLINE WAY 6.

“A lot of the apps on our devices areshared amongst family members. Ihave a lot of kids apps; I have a lot ofprincess apps meant to entertain mymy daughter while we are waiting fordinner to arrive.”

—GREG ZAPAR, vice president, experience design, Digitaria

6. BE SOCIAL, IN AN OFFLINE WAY

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“It’s a social device. … It’sreally easy to curl up onthe couch with your lovedone and look at the device,and if there is a photo youcan just pass it. It’s not

heavy and it’s not fragile, and you’re notworried about dropping it. ... There’s a socialaspect to it that’s not an online social aspect.”

—DOMINIK HOFMANN, mobile product manager, head of R&D, Jetsetter.com

“They are very intimate; they are really meant for one person at a time engaging with content. On the other hand,

they tend to be shared devices, too. The two in [our] housetend to be shared by everybody. It’s not a personal device.”

—USHER LIEBERMAN, director of communications, TheFind

6. BE SOCIAL, IN AN OFFLINE WAY

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Parents may consider it a stroke of evil genius. The toy retailer reimagined its catalog for the iPad: Knowinghow children drool over its paper iteration, Toys R Us designed an app that allows kids to view the catalogsans price information—as with old-fashioned his and her menus—and create personalized wish lists. Aseparate portal saves the sticker shock for parents.

TOYS R US, IPAD CATALOG FOR KIDS

Image credit: Toys R Us

6. BE SOCIAL, IN AN OFFLINE WAY

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This recipe app allows family cooks to dip in and out of its voluminous content using the touch screen.And while it could pass for just another cookbook, it also includes activities for children and regularcontent updates, ensuring users can cook and play together in the kitchen.

KRAFT, BIG FORK LITTLE FORK

Image credit: Kraft Foods

Blame it on Apple: Its walled-garden approach to innovation has resultedin a near-perfect device, and its strict app standards have created a near-uniform experience. As a result, tablet users demand more than theywould from glitch-prone personal computers or websites. To help ensureusers a great experience, have a nimble development team in place ableto quickly fix flaws and create a long-term roadmap that includesupgrades and refreshed content.

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MAKE IT PERFECT—THEN MAKE IT BETTER7.

“The great experience is expected—it’s just table stakes to get in. It’simportant that it has some long-term benefit for your consumer.”

—PAUL SCHOKNECHT, senior partner,digital experience director, JWT Atlanta

7. MAKE IT PERFECT—THEN MAKE IT BETTER

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“We’re just now getting into the erawhere we understand what a perfect,uniform website should look like. ... Butwith apps, there really is the idea of theperfect tablet application, and that’sbecause it came out as such a perfect

device. The way tablets have evolved has led to the idea of areally high standard for a really desirable tablet application.”

—DOMINIK HOFMANN,mobile product manager, head of R&D, Jetsetter.com

“People have paid money for something they don’t reallyneed, so there’s more pressure on the marketer to come

up with engaging material. Consumers are saying, ‘Ibought this thing; I spent my hard-earned money on this

bright, shiny thing. It needs to do something different.’”

—JAMES COOPER, chief creative innovation officer, JWT New York

Tablets offer a long list of eye-catching features: the multi-touchscreen, the page curl, a gyroscope and accelerometer (the sensors thatdetermine acceleration and tilt), not to mention audio and video. Don’tbe fooled into thinking more is more. Include only the technology thatwill enhance your message and improve the functionality of your appor site. Style may catch users’ attention, but once the novelty wears off,they’ll be seeking substance.

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BUT REMEMBER, PERFECT DOESN’TAUTOMATICALLY MEAN PACKED WITHBELLS AND WHISTLES

8.

“Start small and build on that. Don’t shootfor the moon, because what you don’t wantare bad reviews right out of the gate.”

—GREG ZAPAR, vice president, experience design, Digitaria

8. BUT REMEMBER, PERFECT DOESN’T AUTOMATICALLY MEAN PACKED WITH BELLS AND WHISTLES

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“When we first started working on [the Jetsetter.com iPad app],we had the page curl, just because we could. But we came to find

out that while the iPad is able to do it, it’s not the best thing forusers. ... A lot of times things are put in because it’s glossier, but

if it’s not making people happier, don’t use it. ”

—DOMINIK HOFMANN, mobile product manager, head of R&D, Jetsetter.com

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This ad used only one of the tablet’s many features but to great effect. At first swipe, it appeared to besimply a photograph of a hooded prisoner standing in a corner of a jail cell. But when readers attempted toswipe past the disturbing image, the screen didn’t budge. After several attempts, a message appeared:“Torture disappears only when you do something about it.” People were then referred to a link where theycould sign a petition.

AMNESTY INTERNATIONAL, GERMAN IPAD APP

8. BUT REMEMBER, PERFECT DOESN’T AUTOMATICALLY MEAN PACKED WITH BELLS AND WHISTLES

Image credit: TBWA Germany

Consumers can’t commit to a long-term relationship with every app—some are keepers because they provide a valuable service, others arenovelties. Will your app be one arm of a larger campaign or aninvestment in itself, intended to deepen your relationship withconsumers? Like any marketing effort, the goal for tablet executionsmust be well-defined and developed thoughtfully.

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DEFINE YOUR GOAL FROM THE OUTSET9.

“There are two ways of looking at an app. You can do a quick hit that’s fun—you spend$100,000 and you get a decent amount of people playing with that for 5-10 minutes;it’s still better than a TV spot. Or you can spend 500 grand on a utility-based app. Thething is, there are only so many [branded apps] you use that you come to rely on.”

—JAMES COOPER, chief creative innovation officer, New York

9. DEFINE YOUR GOAL FROM THE OUTSET

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“By 30 days, almost all apps are at zero usage, and it’s almost to zero at about 14days. If there is no ongoing value, it’s likely not to be used and more likely to be

deleted. If you want to stick around, you have to invest in the user experience,even if it’s just paying for pizza and getting people at the office to play around

with it for five minutes; it really provides good feedback on what users want.”

—GREG ZAPAR, vice president, experience design, Digitaria

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Users won’t be whipping out this app on a regular basis, but it is a fun party trick. The idea is simple: Take aphotograph with the iPad or iPhone’s camera (or choose one from your library), then superimpose somefacial hair for a laugh. How long it stays on a user’s device depends on how deeply friends are entertainedby a digital Wooly Willy, but for a few minutes at a time, Schick is the life of the party.

SCHICK, SHAVE-O-MATIC

9. DEFINE YOUR GOAL FROM THE OUTSET

Image credit: Schick

At the turn of the millennium, newspapers posted material online ratherinelegantly; a decade later, publishers have developed slideshows, videosand a variety of interactive features. But the news—the reporting, writingand images—remains the star player, while everything else is context. Thekey is to adjust according to the medium while retaining your core message.Look at how tablets are driving consumption and tweak your delivery to makeit fun and interesting.

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REINVENT THE EXPERIENCE,NOT THE MESSAGE10.

“You have to think about it ascontent. That’s the piece. They justhave great content, and then youexperience it as you will.”

—PAUL SCHOKNECHT, senior partner,digital experience director, JWT Atlanta

10. REINVENT THE EXPERIENCE, NOT THE MESSAGE

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“Tablet input is quite simple. The less consumers have to input,the better. You choose one to 10, but you don’t have to type

anything. It’s as if you were having a conversation with someoneand all they gave you were one-word answers. But as a brand,

you have to be the conversationalist and you have to expect one-word answers: Yes or no.”

—MACIEK GORZKOWSKI, head of experience, JWT London

“It isn’t aboutrecreating yourcontent, but it isabout rethinking it.You look at thehistory of new

mediums, and they all evolved. Whentelevision came out, they took radioshows and put them on TV. And it tookthem a while to figure out that doesn’twork. ... When the Internet arrived,[newspapers] just slapped their frontpages online. But that wasn’t all thateffective. The content evolved over time.It’s going to evolve. Ultimately, it’s abouttaking the content you already have andmaking it right for the medium.”

—USHER LIEBERMAN, director ofcommunications, TheFind

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The tablet edition of this tech magazine uses the print edition as a springboard for digital content,including audio, video and more. The May 2011 issue launched with a video of cover comic Andy Samberg,a touch-sensitive cover image that links to feature stories, and multiple touch points throughout thatlaunch interactive infographics, content and video all within Wired’s recognizable design and layout.

WIRED

10. REINVENT THE EXPERIENCE, NOT THE MESSAGE

Image credit: Wired

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APPENDIX

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ADDITIONAL CASE STUDIES

ADDITIONAL CASE STUDIES

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Chances are, if you’re older than 6, you’ve seen the Disney classics more than once. This year, Disney founda way to reinvent the viewing experience for families by synchronizing Blu-ray discs to tablets so viewerscan simultaneously watch bonus features. Features include production drawings that come to life when youmove a slider back and forth, extra videos, games and an art gallery. “We really thought about a familysitting together or a mom sitting with her kids watching Bambi and playing some of the games together atthe same time, going through some of the activities,” Lori MacPherson of Walt Disney Studios told USAToday. The second-screen experience also works for PCs.

DISNEY SECOND SCREEN, BAMBI EDITION

Image credit: Disney

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ADDITIONAL CASE STUDIES

The acronym may be testosterone-friendly, but Cosmopolitan magazine’s DNA is dominant throughout itsnew Cosmo for Guys app. The application is designed for the iPad with the requisite bells and whistles,reimagining Cosmo for male readers. The Cosmo message remains—sex and relationship features, adviceand, of course, self-help quizzes. So gentleman, which hair trick will save YOU this summer?

COSMOPOLITAN, CFG

Image credit: Cosmopolitan

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LEARN MORE ABOUTOUR PANEL OF EXPERTS

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JAMES COOPER, chief creative innovation officer, JWT New York

Cooper is responsible for managing JWT New York’s creative product inthe emerging digital space and further developing JWT’s footprint in thisarea. He has worked on iPhone and iPad applications for Rolex andBloomberg; was part of the agency’s successful Lean Cuisine win; and hassigned an innovative deal with TechStars, a startup incubator, to embed theagency with new companies.

As integrated creative director at Saatchi NY, Cooper created “The MostValuable Tweeter” campaign for Wheaties—marking the first time a brandhas placed value on a tweet—and led a JCPenney campaign where womencould put their men in a “digital doghouse.” Prior to Saatchi, he was acreative director at two of the U.K.’s leading independent digital agencies,Dare and Agency Republic. At Dare, Cooper worked with clients includingSony, BMW and Vodafone, and counts a crowd-sourced film project withJohn Malkovich for Sony Vaio as one of his favorite projects. Campaignmagazine described Cooper as “one of the brightest stars in digitaladvertising.”

Cooper blogs regularly for Adweek and Creative Social and has taught atMiami Ad School and Watford College. He also founded Celebrity PingPong (cppmag.com) and is rated No. 1,293 in table tennis in the U.S.

LEARN MORE ABOUT OUR PANEL OF EXPERTS

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LEARN MORE ABOUT OUR PANEL OF EXPERTS

MACIEK GORZKOWSKI, head of experience, JWT London

Gorzkowski’s remit at JWT is to foster the conception and development ofdigital experiences across the client base. He joined the agency in April2010 from Play, which he co-founded. Gorzkowski started his career atSaatchi & Saatchi in Warsaw, rising to account director while managingbrands such as Pizza Hut, KFC, Head & Shoulders and Levi’s. He made themove into digital in 1999 as account director at itraffic in San Francisco,working on Disney and subsequently running the affiliate program acrossall of itraffic’s clients.

In 2001, Gorzkowski moved to London with itraffic (now Agency.com),where as client services director he ran British Airways, arguably the largestdigital account in the U.K. at the time. In 2005 he co-founded Play asmanaging director. During his time at Play, he managed award-winningcampaigns for clients including Foster’s, RBS, NatWest, ITV, BBC and TfL.

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LEARN MORE ABOUT OUR PANEL OF EXPERTS

DOMINIK HOFMANN, mobile product manager, head of R&D,Jetsetter.com

While other kids were building forts, Hofmann was building computerinterfaces. During his time at Razorfish and Blockbuster’s DigitalInnovation Group, and as a consultant across the Fortune world, he’s beeninvolved with projects for Web, mobile and touch screen. Thankfully, hisrole at Jetsetter combines his love of all things cutting-edge and dismisseshis relative inexperience with the world of fortification.

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LEARN MORE ABOUT OUR PANEL OF EXPERTS

USHER LIEBERMAN, director of communications, TheFind

Lieberman has been director of corporate communications at TheFind,a vertical search engine for shopping, since 2009. His experience in e-commerce dates back to the mid-1990s, when he managed thecampaigns of many dot-com and services companies that either solddirectly to consumers or helped facilitate e-commerce in its infancy.Following a five-year entrepreneurial stretch, Lieberman was recruitedin 2007 to be spokesperson for eBay.

He holds a bachelor’s degree in political science from the University ofColorado at Boulder, is a collector of vinyl records and South Americanfútbol jerseys, an avid mountain biker, father of three, an Amazon Primesubscriber and firmly believes it is best to dive directly into the deep end ofthe pool.

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LEARN MORE ABOUT OUR PANEL OF EXPERTS

PAUL SCHOKNECHT, senior partner, digital experience director,JWT Atlanta

Schoknecht drives digital strategy, social media and user experience forJWT clients. His group is charged with activating brands across the digitalspectrum. Schoknecht’s passion for the space and knowledge about what’scoming next help brands stay ahead of the curve. He leads digitalengagement from program inception to creative development and, finally,to reporting, giving him the insight to ensure that all pieces are meetingthe original goals and that the correct analytics are measuring ROI.

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LEARN MORE ABOUT OUR PANEL OF EXPERTS

PAUL SOON, regional director, XM Asia

One of Singapore’s leading digital marketers, Soon has more than 10 yearsof digital marketing experience working with leading brands such asNokia, Nike, HSBC, Singapore Tourism Board and HP. He has spent asignificant part of his career servicing the HP Asia Pacific account,producing dynamic results for the client: optimizing the usability of HP’sonline stores, customizing an eCRM solution and launching HP’s largestconsumer online campaign. In 2009, Marketing magazine voted Soon No. 1 on its list of “35 and under talent.”

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LEARN MORE ABOUT OUR PANEL OF EXPERTS

GREG ZAPAR, vice president, experience design, Digitaria

Zapar has 14 years of experience in business, technology, productmanagement and experience design innovation. With a focus on emergingtechnologies, his current post incorporates evangelizing and evolvingexperience design as a practice to understand, define and incorporatedigital experiences as incredibly powerful brand assets. By unifyingstrategy, creative and technology disciplines, he seeks to closely partnerwith brands to seamlessly integrate business objectives into digitalexperiences that delight audiences.

Zapar started his marketing management career from Virginia Tech intechnology sales for Xerox Corp. With formal training in e-commerce andproject management, he held a variety of roles for companies includingCBS College Sports Network and Gateway. The past eight years were spentin agency environments with a focus on information architecture and userexperience roles for clients including Apple, Microsoft, Qualcomm, BestWestern, Experian, W.K. Kellogg Foundation and Sempra Energy.

About JWT: JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a trueglobal network with more than 200 offices in over 90 countries employing nearly 10,000 marketing professionals.

JWT consistently ranks among the top agency networks in the world and continues its dominant presence in theindustry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to developing award-winning branded content for brands such as Freixenet, Ford and HSBC.

JWT’s pioneering spirit enables the agency to forge deep relationships with clients including Bayer, Bloomberg, Cadbury,Diageo, DTC, Ford, HSBC, Johnson & Johnson, Kellogg’s, Kimberly-Clark, Kraft, Nestlé, Nokia, Rolex, Royal Caribbean,Schick, Shell, Unilever, Vodafone and many others. JWT’s parent company is WPP (NASDAQ: WPPGY).

466 Lexington Avenue

New York, NY 10017

www.jwt.com | @JWT Worldwide

www.jwtintelligence.com | @JWTIntelligence

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CONTACT: Ann M. Mack212-210-7378ann.mack@jwt.com@annmmack

(c) 2011 J. Walter Thompson Company. All Rights Reserved.

TABLET CHECKLIST

Written by Deanna Zammit

Director of trendspotting Ann M. Mack

Editor Marian Berelowitz

Trends strategist Jessica Vaughn

Design Paris Tempo Productions

Proofreader Nick Ayala

Contributor Sarah Siegel