Sketches 45 skipping ads 28, 29 Sloan, Robin 94 smart content 85–8 (see also content) smartphones, first 28 Smith, Adam 34 Smosh 38 SMS, arrival of 27 SnapChat: and Centennials 51 as ephemeral network 41 social media (see also individual outlets): ad spending on 29 and Arab Spring 193, 193 as archival networks 41 as battleground 164–73, 164, 165, 166, 167, 170, 171, 172 as database of intent 137 as ephemeral networks 41 overclaims for 39 search capabilities of 138 and tourism 201, 202 social responsibility, as transformation in digital age 204–7, 205, 206, 207 Social@Ogilvy 80 Song, TB 21, 248 Sorrell, Martin 248 spam, first incidence of 27 Spark 90 SPG Keyless 182 Spiff 225, 226