VML organizes Future 100 Trend Report Session – Campaign letter WA

“If Nandos and Fanta Zero had a baby, how would it taste?”

This was just one of the questions that put the leadership of VML Perth Barry Walker and Andrew 'Kolby' Kolb at the start of the future 100 trend report of the agency yesterday on the position of the agency 100.

In an entertaining Brekky meeting, Walker, VML Perth's head for business transformation and managing partners, as well as VML Brisbane and Perth strategy manager, Kolb presented a curated selection of the future 100 most important trends from VML. They hired the audience in trends, including “Reality Shift”, “Mid-Life Consumerism”, “Others”, “Social recipe”, “modest branding”, “funeral technology” and more.

The globally renowned future 100 trend forecast report is now in the eleventh year, with Australian data being exposed to the first time in 2025.

Walker said: “I'm pretty skeptical when it comes to trends. They are often misused or abused. The key is to remember that human nature is permanent and rarely changes. Trends do not offer brands quickly, but approaches in a human way to create something valuable through new experiences, technologies, cultures and communication. “