While perhaps not the greatest film ever made, Duplicity nevertheless touches upon a
premise rarely used: corporate spying.
‘Corporate’ of course the key word in that term, lots of spying has been
done in films, just little of it oriented toward gathering information that can
be used to gain some advantage on the market over competitors. But a company’s undisclosed research data is a
concrete entity; it can be stolen, leading to the question: what of the more
subjective elements leading to a firm’s success on the market—branding, design,
logos, and marketing campaigns? And what
of the underworld below? William
Gibson’s 2003 Pattern Recognition is
the novel capturing this idea in a contemporary, corporate world.
Cayce is a ‘coolhunter’.
At some conscious level she is aware of what logos or ideas will be
popular and which not, and as such hires out her abilities to various
companies, providing recommendations on their latest brand proposals. Contracted by a marketing consultant named called
Blue Ant at the outset of Pattern
Recognition, Cayce is asked to evaluate the latest logo designs for a London
company. Once her evaluation is
complete, however, her work is not done for Blue Ant. Brought on full-time by the CEO, a man named
Bigend, Cayce is asked to track down the maker of indie films being leaked onto
the internet. The films causing a
serious buzz, Bigend gives Cayce an unlimited credit card and sends her off to
find the creator. Where Cayce ends up,
however, is anything but the corporate backroom.