Organisation: Global Streetscapes
Issue: market intelligence
Global Streetscapes has been set up by international brand consultancy
HeadlightVision, which has worked for clients such as Cadbury’s Elida
Faberge, Guinness, Goodyear, and News International. It’s a monthly
on-line publication aimed at anyone interested in brands, marketing and
consumer culture, and it aims to provide ’fresh intelligence from the
global urban marketplace’.
The information is collected through a network of ’streetscapers’
located in major cities across the world, including New York, London,
Tokyo, Milan and Paris, who are constantly on the look out for new
communication ideas and cultural trends.
According to HeadlightVision, Streetscapes helps marketers by being
their ’eyes and ears in a chaotic world of information overload’.
Each issue is divided into three sections to educate, inspire and
intrigue subscribers. Global Pulse is snippets - words and pictures -
about new communication platforms and new product ideas, such as Heinz
promoting its warming soups on the back of London bus tickets during the
Global Energies is a longer feature which aims to give some insight into
emerging consumer behaviour and brand relationships - a feature on
’street talk’ from January’s issue, for example, showed how and why
major brands are using flyposting and pavement art. Among future topics
to be discussed in Global Energies are ’conscience consumers’ and ’adult
The Outer Limits section is a look at some more left field examples of
consumer behaviour, such as the couple in Philadelphia who managed to
arrange sponsorship for every element of their wedding last year.
The monthly update is individual, rather than corporate, subscription
only, although there is a free trial area which shows extracts from
January and February’s publications. There is also an offer for the
first 1,000 members of half price membership. So far nearly that number
have signed up to Global Streetscapes.
The site goes beyond being just an on-line publication, albeit an
innovative one, by encouraging members to e-mail their comments and
points of interest they want to share. The long-term aim is to create an
interactive forum for marketers, whereby they also have a say in the
topics they want to see covered on the site.
If the site can continue to maintain its current momentum, it could
succeed in moving beyond being just a quirky resource into something
much more influential and useful for the industry.