There can be no doubt that we are seeing a transition at the moment – and I’m not talking about from capitalism to socialism, but rather something less tangible and equally pervasive. This change, I think, is from an age of objects into an age of ideas. Be it an iPod, a Blackberry or an iPhone, we as a society have come to depend on our objects, but the trend toward ‘one box solutions’ and centralising our PDAs, mobile phones, e-mail and music devices shows a longing to free ourselves of the objects, devices, countless power cables and the increasingly cluttered assortment of gadgetry churned out over the years. The inevitable movement towards cloud computing shows the urge of our society to become less dependent on material objects in favour of something more powerful and less immediately tangible. It is in this very transition from physical to ideological that we can see the beginnings of a permanent change.

The definition of an idea most relevant here is: a process of cognition fed by information that leads to a conclusion, which goes on to influences either our opinion or a course of action. We hold ideas above all else. The next time you look at a £10 note you will see the Queen of England, a living monarch on one side and on the other is Darwin, long since deceased and yet still going on to influence the world and appear on currency from beyond the grave. This is the ultimate testament to the power of ideas: where genius and ideology trump royalty. But before we categorise our current time as one defined by ideas – perhaps we need to step back once and look at the raw material behind ideas: information. More than ever in our history, as a society we deal with information, statistics and data on a daily basis. One has to only look at how Wikipedia expands, as it is constantly changed, added to, subtracted from and altered – to see a living, organic, expanding model of information. What is notable about our current time is the simultaneous multiplicity of ideas – and the fuel behind this all is information.

In Digital media we have first-mover advantage in dealing with an age of information, and are all lucky to have begun to work in creative ways in trying to understand and interpret the enormous amount of data that we receive. We have also realised that our biggest challenge doesn’t only lie in increased complexity, but also in the sheer quantity of information we have access to. For anyone who has tried to condense an ad-segmentation report into a single conclusion, or looked at trying to de-duplicate display impressions from SEM clicks will know – we face the challenges set out by an age of information on a daily basis, with the majority of our time being spent re-purposing data in order to make actionable business decisions. As marketers, we know that we cannot simply segment our market in terms of the objects they choose, leaders they follow or ideas they embrace, as these monochromatic measures are outdated. If you really want to understand today’s consumer, you must first look at the information they have access to and the way they use and interact with it.

No doubt this leaves us in a world of complexity. However if there is one thing we know about the world it’s that things rarely, if ever, get less complex. A perfect example of this is IP.6. At current most IP addresses are IP.4 – and we’re beginning to run out. When the infrastructure of the internet was first laid out it was inconceivable that we would need more than 10 addresses each – but we have pushed the boundaries by assigning IP’s to our iPhones, laptops, home computers, work computers, Xbox 360s and PSPs – and such has been the uptake and rate of adoption that we’ve needed to move to IP.6 – which basically allows every single human being to have as many internet addresses as there are currently internet addresses.

A saying we have adopted at Unique Digital is ‘the future is already here, it just hasn’t been distributed evenly’ and for a glimpse at what IP.6 and the future may look like, we only have to look at cows in Japan, which are amongst the first users of IP.6. which may not be as obscure as it sounds, because if you think about it, as digital marketers one of the first things we do in the morning is get a snapshot of the previous day’ activities. All of our future plans are based on trends of what has happened before. Much as we might look at click-paths or the previous days’ conversions, Japanese farmers are able to access information about their livestock remotely at any time of day. They are able to study the impact of weather, grazing patterns and land usage – and cross-tabulate such information to deduce whether they need more land or more livestock for the following year.

Already this may challenge our current assumptions – if search engines organise the world’s information… in a world of IP.6 will also organise livestock? Suddenly Eric Schmidt’s claim from last year that Google’s next focus will be the energy sector seems far less outlandish. We will all begin to get our first taste of IP.6 this year when it comes standard in electrical appliances – and we will find that our new kettles, toasters, microwaves and fridges will come equipped with their own data feed into the world wide web. Does this mean then that search engines and the algorithms that power them will not only give access to information on click through rates and agriculture… but energy grids and energy efficiency too?

What age are we in? As marketers with unprecedented access to an ever increasing amount of information, we are in constant search of answers most of our working day. In a discussion over lunch, James, our associate MD reminded me of the part in Douglas Adams’ Hitchhiker’s Guide to the Galaxy book Life, the Universe and Everything, where we come across a group of scientists who are obsessed with looking for ‘The Great Answer of Life.’ The quest for this answer has consumed them to point of not being able to contemplate anything else. However, after years of searching they are mortified to find that the answer is 42. 42! What they realise is that in their obsessions with finding the answer, they had forgotten the actual question. And though answers are useful, without an accompanying question they are quite useless. I think therein lies an important lesson for marketers within the age of information… if we want answers, we first need to take a step back – and understand the questions.

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By and large this is a question that does not usually elicit an interesting response. However in the world of news-reporting – digital media often covers the essential how, who, when and where questions of journalism, because our communication mediums are increasingly location aware, user-specific and time stamped. What is a question that requires actual human input – and in the past 3 years people have been answering it in terms of Facebook status updates, and for the early adopters – by joining the twitterverse.

Yesterday, however, the answer to that burning question reached critical mass and took on historic significance. Whilst some protested and others wondered about what was going on outside their office walls, multi-tasking employees were able to get on with their work whilst receiving a blow by blow account of history unfolding. It has been overstated to the point of cliché that the medium is the message – but yesterday the message made a medium and Twitter found its place in the global setting. Beyond the news-helicopters, simple tweets turned digital enthusiasts into citizen journalists and for once, a multitude of opinions on the same subject were heard. Suddenly all the hype made sense – some of us had tweeted previously to moderate effect, but for most of us not concerned about letting the world into our daily happenings, Twitter just left us scratching our heads.

The power of Twitter is its ability to allow multiple voices to communicate disparate opinions in unison. Of course, its fantastic to be in the loop of the wonderful world of Stephen Fry via twitter – but what we saw yesterday was not celebrity admiration, but rather the changing documentation of history, where instead of being written by the victors, we captured a glimpse through the eyes of the observer – raw, unfiltered and uncesorable. We have seen dictatorships stifle freedom of expression in blogs and websites – but the immediacy of Twitter gives the voice on the individual more resonance than before.

Of course history in the making needn’t be people tweeting from Hurricane Katrina or Tiananmen Square – we all have histories, cultural histories and personal histories. A father tweeting the anxiety of being in the waiting room whilst his child his being born, a techy tweeting the anticipation at a tech-conference whilst waiting for Steve Jobs to unleash Apple’s new toy, or a Machester United fan tweeting from the stands during half-time with the score at 1-1. Every generation alters the way it communicates, and it seems that those alterations are happening more frequently. In 6 years we have gone from long-form e-mail, to group e-mails, to text message, on to Facebook and finally: Twitter.

Of course Twitter has its critics, and there are those who see it as a distraction and a detraction from complete discourse. But so often when our collective brains are abuzz with thought, instead of thinking in full sentences or having complete thoughts, our minds are aflutter with neural tweets.

Could Twitter be the closest we have come to reflecting how our society collectively thinks, sees and experiences the world?

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In terms of the Guardian however – this is a move that the Times or Telegraph online would struggle to compete with, mainly because the GMC is managed by a charitable trust and thus not too tightly bound by the leash of priggish decisions that favour the shareholder and wound the audience. The Guardian’s stance in opening its content demonstrates conviction that the sum is greater than its parts and that the ring-fencing of content makes no sense, because the brand is greater than the content.

I accept that whatever comes out of this new API is unclear – but there is a distinct kind of see-what-happens mentality to the open platform, where the experimental nature that this allows is likely to give developers an area to experiment and create within. That said – roadmaps only really work for shareholders, so the blue-sky option is probably the best way to go because developers are more likely to be hindered than helped by any charted course.

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Beacons of Hope

In 1994, when Nelson Mandela was elected president of my country, I remember an age of jubilation that was infused into children, adults and people from overseas alike. Backpackers would come to our country with Mandela t-shirts, and when we traveled abroad and told people we were South African we were somehow associated with a little bit of that Mandela magic and people were that little bit more welcoming. With Mandela in power, the dominant feeling was that no matter what happened – things were going to be okay.

In the past 8 years that formative optimism of the Mandela years had left me, and I found myself in the midst of a new generation of cynicism kicked off by the Clinton impeachment, followed by the stealing of the election in Gore v. Bush, and the subsequent anomalies of extraordinary rendition, water-boarding and the abomination that is Sarah Palin. When Gore released his movie, Inconvenient Truth, only then did the world realise what could have been – if only America had fought a little harder in 2000.

When I woke up on Wednesday the 6^th of November, after 18 months of watching this election, I realised the enormity of what has happened. As I showered a feeling of relief washed over me and I knew that the page has been turned.

Last night, drinking wine at a friend’s birthday party, by the end of the bottle and toward the end of the night, there was no more lamenting about the future of America and the ultimate waning power of the Western World. All the negativity and anxiety had been replaced by a palpable optimism. Progress will no longer be hindered by right-wing radicals who oppose any form of scientific advance or hope to pull society backwards – instead anything is possible. America has done the impossible and lived up to its name of the land of opportunity for the first time in many years.

From now until Obama is elected Americans have a reason to celebrate and raise their glasses in a toast to the future with their heads held high. I cannot describe the feeling of knowing that the Bush years are over. We no longer need to drink wine to forget what has happened… but can rather drink and toast to the future. Cheerz!

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My grandfather was a banker and probably spent his entire life working for the same profit a single banker a third his age would have made in bonuses over the last five years. The key difference between my grandfather and the modern banker however, is that my grandfather valued his society, his customers and the future – whilst the banker of today has merely intellectualised greed with a series of financial instruments used to justify the unjustifiable and create as much personal gain in as short a span of time as possible. So much has the plague of greed and lack of value spread that Rhodes Scholars and top intellectuals have been wooed into studying finance, whilst in today’s times of real challenges , their skills would be better employed in engineering, medical research and civil society.

The old institutions were even built with materials of substantial value – marble, granite slab and steel – whilst today’s modern building, like the ‘Gherkin’ in London or many other modern institutions seem to have chosen a material that reflects the high-risk, short-term gain and quick-buck mentality of modern business: glass. Today’s institutions are primarily made up of transparent and easily shattered material – how apt a metaphor.

Listening to a debate on torture the other day I was struck by one of the key tenets of the argument against torture being that it dulls our intelligence community and our ability as a society to ask proper questions and gain reliable information honourably. The strength of the argument for me was that it did not appeal to human suffering but rather appealed to the sustainability of our society – saying that torture makes our institutions lazy and therefore weakens our society. Surely that also holds for using high salaries and bonuses as an incentive to work, and the same argument can be made against the high-risk/ high-return mentality that has been in fashion for a time – not on the basis of an argument against greed, but rather on the basis of long-term sustainability and the value to humankind. Paying signing bonuses and giving large profits doesn’t make people work harder, it just makes them want more for less, and in a slew of defaulting banks one has to wonder where all that money for all those bonuses was coming from in the first place. What will impact the future of society more: the downfall of Lehman Brothers or major headways into stem-cell research? Stem-cell research is the obvious answer. Given that, think of all the wasted talent the job-losses that Lehman represents – intelligent minds distracted by greed who, instead of getting lost in the complexity of derivatives and materialistic pursuit could rather have been adding actual value to society trying to make their mark on history.

In these times of financial uncertainty, three things have actually gone up in value: wine, art and mineral resources. These are all things with perhaps the exception of oil that our grand-children will one day see (assuming the world is still around of course.) Society demonstrates its true wisdom in times of adversity as was the case during FDR. Only when great societies are ascendant do they lose judgement and overextend themselves (think Rome and post-Clinton America). Adversity forces us back to the basics, while opulence encourages indulgence in the superfluous.

If we as a society are to succeed, and our civilization is to continue prosperously and sustainably, then we must focus our efforts on those things that create value for more than ourselves – but for generations to come. Wine is such an area – it enriches families, creates a profitable supply chain, puts focus back into the environment and provides pleasure to the consumer. Whilst old Lehman employees may have hit bottom, they can always get up and dust themselves off and try again –taking comfort with a few friends and a couple glasses of wine. At this time when their employer no longer exists – it will prove that the only thing valuable in their lives is their friendships and their family. The failure of their institution discredits their chosen career and hopefully when the hurt of Monday’s events subsides and the lens of greed is lifted, they can refocus on what matters and ply their brains to creating sustainable value in an industry our grandchildren and children the world over will one day benefit from. Let us not fear economic uncertainty, but merely reflect on the causes of it and then go back to the thread of that which runs through history and continues to last today: art, wine and all that which thousands of men throughout the ages have laboured away at –not for profit or wage but merely for the love of civilization and society. Let us say cheers to the death of Lehman and hope their employees will emerge with a desire to help society and not just themselves…

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Clear, clean, light pale-straw

Nose: candy, sherbert, fresh, lime-minerality, tinned-peaches, honey

A lot fuller – more dimension to it, broader on the entry, much fuller mouth feel, more bracing finish… would stand up to food a lot better than the Riesling-Kabinet. A bit more graceful – certainly not as lively but certainly better rounded.

Serve with: shell-fish (scallops pan-seared in chilli-infused olive oil)

or – with Thai-green curries/ Chicken Korma with pineapple and coconut

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Clear, clean, light pale-straw

Nose: Apple sour-patch-kids, fresh green melon, sea-breeze, cheeky, clean

Muscata on the entrance; immediately makes the mouth water; enough sugar to keep you bouncing off the walls, fizzes with sweetness, pumps vitality. Rocketing sugar cut with a high acidity – making for a high-wire act that still pulls off a fine balance between two extremes.

Pleasant and clean finish, lingering tingle on the tongue,

Balanced – could make a crazy spritzer… or even used in cocktail instead of sour-mix… would work well in a punch as well (perhaps two-shots Van Gogh Appel Vodka, one part Riesling, one part soda water, a twist of lime, a dash of bitters and ice.)

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I like to buy a whole Angus fillet and cook it first before cutting it into fillet steaks, this way you can keep the juices and really preserve a lot of the flavour. It also presents a perfect opportunity to do what any male wine millennial, or any male for that matter – likes most… marinade. Like making hot-sauce, there is perhaps no time more satisfying to a man than when given the chances to marinade something. There’s a certain feeling of alchemy in preparing the meat that really doesn’t come with other pre-preparation chores like peeling potatoes or rolling pastry flat.

The ingredients for getting a steak ready are quite simple: rock salt, English mustard, lemons, pepper, red wine, olive oil, chopped garlic and mixed spices. Adding lemon juice helps seal the steak and within minutes the pinkish colour will disappear and the fillet will start to gain a more cooked sort of colour. At this point I roll the fillet in a bed of rock-salt before smothering it in a healthy dose of English mustard mixed with spice and crushed garlic. Once done, leave it to soak in a pool of red wine on top of a bed of diced onions allowing the blood and fermented juice to comingle.

At this point it’s time to pour yourself a glass of wine and get down to preparing a simple salad (feta, tomato, cucumber, rocket, red lettuce and sesame seeds with a balsamic glaze always goes down well) together with some baked vegetables (onions, courgettes, egg-plant and butternut are perfect.)

After about 3 hours of marinating or so – once the guests arrive; you can chat and get the barbecue going for about half an hour. The veg will take about an hour to cook and the meat will take 15 minutes (if you like it burnt and bloody); 20 minutes if you want it medium rare… so stick the veg in in a pocket of tin-foil – and half an hour later gather people around as it’s always a bit of excitement to watch the meat go on.

Generally if the steak is sealed – leaving it on one side should do fine; and at a medium temperature it should cook through. At this stage you can heat the marinade up, add a lamb stock cube and a cup of water along with some diced mushrooms and pepper and you have a great red wine and mushroom gravy.

The perfect wine for steak on a summer’s day is a Shiraz Viognier – especially if you’ve used mustard, and garlic as they really complement and bring out the spice flavour. Some people would argue cab – but I think that that would more be for an evening event if there’s a chill in the air.

For our Angus Fillet I chose the Graham Beck Joshua 2003 – which turned out to be a perfect accompaniment. It may not have been March 14th, but any chance for steak and red wine is something to smile about.

Cheerz!

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There is no better way to gauge public interest online than to look at the web and information provided by Google Insight, Google Trends and Google Analytics; there are obviously more advanced tools such as Hitwise and Comscore – but for directional information something like Google Insight is good enough: http://www.google.com/insights/search/#

‘Porn’ is just in because of the old Avenue Q song ‘the internet is for porn‘ – and it’s an authoritative bench-marks for public interest considering the recent court case where a high-court used Google as a measure of common values and interests. The interesting trend we see is that online there is demonstrably more interest in wine than in beer over the last 12 months. As a bench-mark of public interest – oddly enough at the time of the Iowa caucuses both Obama and Porn see a simultaneous spike in interest, which is the first time that Obama becomes more popular as a search query than both beer and wine combined. Disturbingly, porn becomes increasingly more popular throughout 2008 – and encouragingly Obama’s popularity online remains ahead of both beer and wine; whilst McCain’s only ‘More Popular than Beer and Wine Combined’ moment is only for a brief time at the end of January and then for a little tiny bit in August.

So it stands to reasons then that outside of a presidential year, politics takes a back seat and all people are interested in is porn, beer and wine… you animals!

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Step in Sergio Esposito‘s Passion on the Vine: A Memoir of Food, Wine and Family in the Heart of Italy – which from the first page pulls one directly into the rental car of he and his brother Sal at the end of an epic 60 winery tour of Italy. Sergio, an Italian born New York wine retailer has embarked on a wine-buying tour of Italy with his brother who got him into the business in the fist place – and within the first pages of reading you are situated within a remarkable life, which I was utterly compelled by because suddenly the retailer I had been up against was given a face. I completely sympathise with the opening sentiments of having a job that on the surface sounds glamorous but in reality can be very gritty – however one quickly learns that Esposito has been doing this for 3 months every year for nearly 2 decades. From my part I was around the East Coast, Mid West and West Coast pushing wine to restaurants retailers and country-clubs tasting wine from 8:30 in the morning to 1am sometimes 6 days a week – and within two years I have more stories than I care to remember. For Sergio and his brother they’re diligently working through 10 wineries a day tasting through varietals and enduring long-drives in hot weather – often what sounds glamorous, and would seem like the setting for a series of Sideways style misadventures through a foreign country ends up being a lot more like work than anyone else could ever imagine. One has to take their hat off to such dedication even though amidst the work it is interspersed with tales of seductive winemakers daughters, raucous Italian weddings and personalities you’re unlikely to forget.

Passion on the Vine is an insight into a life less ordinary from one of the world’s leading wine consultants who can be found on the pages of the Wall Street Journal to the Times to the Wine Spectator itself. Esposito brings the innate raconteur nature of Italian New Yorkers, combined with a mellifluous writing style into a memoir that goes to the heart of what it means to be an epicurean. He illustrates so perfectly how passion, love and romance can go a long way to carrying someone throughout life. Ultimately this is a romance between one man and an entire region which will make you fall in love with Italy; and paints the picture of a dying breed – wine-men who actually love wine, men who excel in their jobs for more than money and people who add value not only to their families but pay their dues to those who have helped them over the years. Esposito’s is a poignant picture of optimism and love in a marketplace that is primarily having the life squeezed out of it by soulless critters.

Esposito re-introduced me to a feeling I nearly lost, and in his words I remembered a part of myself. When one is up against Little Penguin – it’s difficult to find the actual stories and vines and passion in a fuzzy cartoon character. There is no doubt that much of Western Philosophy was built on the back of wine-fueled sentiments; and from the foundation of Western culture there is no doubt that Italians built New York and have made the culture (together with the Irish) what it is today. Esposito, in a tale filled with adventure, comedy and energy has staked his claim to not only being a philosopher, a wine lover and a great New Yorker – but being an advocate and an inspiration to future wine millenials, showing that there’s no real substitute for loving what you do.

Cheerz.

Special thanks to Dianna Tingg from Italian Wine Merchants who has reached out to so many of us on the wine blogosphere, and has shared this wonderful book with us. It is a priveledge to have been given the opportunity to review such a great book.

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