2006: A Year of Great Minds and Fascinating Business Ideas

Issue 106 was the only one to feature two people on the same cover this year, both the subject of praise--"It's great to see how Rosemarie Ryan and Ty Montague are encouraging all kinds of creative expression at JWT," wrote reader Jimmie Stone. In a new era of advertising, how do you revitalize a traditional advertising company that has grown too big? Start with selecting two innovative leaders who are willing to change the status quo and go against the grain. With the belief that "good campaigns shatter a narrative into a million pieces, then scatter the fragments across TV, print, the Web, the street, anywhere," the new JWT was able to land the JetBlue account. What happened at JWT serves as a blueprint for many organizations. And calling out those responsible by putting them front and center really can't be a bad thing.

Proclaiming her "Design's Next Diva," we featured Design Miami Basel director Ambra Medda on our July/August cover. With her responsibility of promoting design to the art world, Medda has delivered a stunning show that offers a glimpse into the future of design. As she sits on an Amanda Levete sofa, we view a sampling of the types of products that will affect businesses for years to come. The illusory three-dimensionality of the image gives it additional weight, letting the world know we are serious about design also.

For our Customers First Awards package, Lewis Black served as our customer-service curmudgeon. His fuming smirk typified the collective feeling of public dissatisfaction. The comedian shared stories about the various things that make him angry, drive him nuts, and fuel his comedic act. From tech support over the phone to airport travel, he delves into the problems many face daily as they interact with businesses. Some would say putting a comedian on our cover was a stunt. But, wouldn't you consider most customer service a joke?

Puma, the sneakers and athletic wear company, was facing bankruptcy after years of loss. Then Jochen Zeitz, our "Masters of Design" cover subject, came aboard and brought design to the forefront, changing every aspect of the way the company conducts business. Zeitz's vision, as one of Puma's partners, Stephen H. Kanner of Kanner Architects, describes it, is: "the daring genius of Jochen Zeitz." From choice of clothing -- a high-powered suit, to footwear -- a bright yellow pair of running shoes, Zeitz's cover embodies the true nature of design. One wonders what designer he'll hire for the next premier product from Puma.

Call it futurism as a niche--lifelogging utilizes technologies that give people the first sense of what it might be like to have a computer function as part of your head--as our cover image indicated. Microsoft's Gordon Bell is the prototype of a person from the future, with every piece of information he interacts with stored for future use--from email, to photos, to phone calls, to conversations in hallways. Does such a future lie in store for all of us? And how would it change our work life? Bell uncovered a brave new world in the making.

They say the clothes make the man, and then perhaps a cover image defines a magazine. So of course, the cover story is the best articulator of a periodical's mission. Looking back at 2006, one wonderful headshot at a time, we learned there was an innovative and creative world out there changing the face of business for years to come -- and we will continue to cover it.