The Drum Awards for Marketing - Extended Deadline

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By Paul McEntee

March 17, 2015 | 1 min read

Welcome to The Drum's Buzzword BBQ, where media commentator Paul McEntee speaks to some of the marketing luminaries attending this year's South by Southwest (SXSW) festival in Austin. During each interview he will discuss the major trends and fascinating things to be found at the festival with senior marketing attendees and ask them to choose a buzzword being used widely at the festival to burn onto a succulent piece of steak so they can literally eat their words.

Today's BBQ Buzzword comes from Nigel Gwilliam, the IPA's media and emerging tech consultant who has plumped for the word 'blend'.

Gwilliam reveals his word selection is based on what he sees as the fusion of the digital and physical world.

He explains that society's ubiquitous access to the internet through connectivity and computing will become further 'blended' through smartphones and wearables.

Having chosen his buzzword and explained the reason why, Gwilliam is presented with his beef brisket so that he can eat his own words.

IPA SXSW

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