This document provides a calendar of memorable events from 1960 to 2011 that includes major historical, cultural, and technological milestones. Some highlights include the first birth control pill in 1960, the first man on the moon in 1969, the break up of the Beatles in 1970, the launch of the first IBM PC in 1981, the fall of the Berlin Wall in 1989, and the killing of Osama bin Laden in 2011. The calendar is intended to provide context for discussing trends in global media consumption and technology adoption over the past 50 years.

1. # Failing Forwards Russ Lidstone Wednesday, 21st September 2011 @russlidstone

2. An interesting shaped animal © Dr Seuss

3. “Lidstone’s calendar of memorable events” 1960 First birth control pill 1961 Gagarin in space 1962 One flue over the cuckoos nest (book) 1963 JFK Assassination 1964 Beatlemania hits N.America 1965 Troops to Vietnam 1966 England win football world cup 1967 1st heart transplant 1968 2001 Space Odyssey 1969 First man on the moon 1970 Beatles break up 1971 Clockwork Orange 1972 Jesus Christ Superstar 1973 Watergate 1974 The ‘Rumble in the Jungle’ 1975 Jaws 1976 Student riots in South Africa 1977 Star Wars 1978 1st test tube baby 1979 Margaret Thatcher elected 1980 Ronald Reagan elected 1981 First IBM P.C 1982 ET 1983 Thriller 1984 Desmond Tutu wins Noel Peace Prize 1985 Live Aid 1986 Chernobyl 1987 The Simpsons makes its first appearance 1988 Ben Johnson wins Olympic gold 1989 Berlin Wall comes down 1990 Nelson Mandela released 1991 Russian coup – end of U.S.S.R 1992 LA riots 1993 Waco siege 1994 Kurt Cobain commits suicide 1995 DVD announced 1996 Toy Story – first computer animated film 1997 Princess Diana dies 1998 President Clinton impeached 1999 Columbine Tragedy 2000 First Big Brother 2001 9/11 2002 Euro launched as legal tender 2003 Invasion of Iraq 2004 Facebook created 2005 My Space bought by News Corp 2006 Saddam Hussein executed 2007 Final book of Harry Potter series published 2008 Barack Obama elected 2009 Michael Jackson dies 2010 Wikileaks 2011 Osama Bin Laden killed

4. Your audience isn’t

5. Different and more media Global media consumption: average hours per week 100 Games 90 80 Digital radio 70 Mobile 60 Outdoor 50 Digital TV Cinema 40 30 Analogue radio Analogue TV 20 Internet 10 Print 0 1900 1960 1980 2000 2020 1920 1940 Source: Microsoft

6. Different and more media Global media consumption: average hours per week 100 Games 90 Mobile 80 Digital radio 70 60 Outdoor 50 Digital TV Cinema 40 30 Analogue radio AnalogueTV 20 Internet 10 Print 0 1991 2011 2000 Source: Microsoft

7. Worldwide internet usage Global media consumption: average hours per week Number of users (Millions) 100 Games 90 Mobile 80 Digital radio 70 60 Outdoor 50 Digital TV Cinema 40 30 Analogue radio AnalogueTV 20 Internet 10 Print 0 1991 2011 2000 Source: Internet World Stats

8. Mobile phone usage Global media consumption: average hours per week Number of users (Millions) Number of mobile phone subscriptions (Millions) 100 Games 90 Mobile 80 Digital radio 70 60 Outdoor 50 Digital TV Cinema 40 30 Analogue radio AnalogueTV 20 Internet 10 Print 0 1991 2011 2000 Source: UN ITN

9. UK “digital”agencies Global media consumption: average hours per week Number of agencies Number of users (Millions) Number of mobile phone subscriptions (Millions) 100 Games 90 Mobile 80 Digital radio 70 60 Outdoor 50 Digital TV Cinema 40 30 Analogue radio AnalogueTV 20 Internet 10 Print 0 1991 2011 2000 Source: IPA

10. Cannes Lions winning countries & categories Global media consumption: average hours per week Number of agencies Number of users (Millions) Number of mobile phone subscriptions (Millions) Number of countries/categories 100 Games 90 Mobile 80 Digital radio 70 60 Outdoor 50 Digital TV Cinema 40 30 Analogue radio AnalogueTV 20 Internet 10 Print 0 Countries 1991 2011 2000 Categories Source: Cannes Lions

11. world has become flat

12. 5th mover advantage Peak of inflated expectations Plateau of productivity and delivery Slope of enlightenment Trough of disillusionment EXCITEMENT TIME 1st Mover 5th Mover Via Gartner: Hype Cycle