The Future of Advertising: How brands can embrace miraculous new technologies to change our daily lives

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Leo Burnett Worldwide and Contagious Magazine present Wildfire, a look 60 months into the future to offer a head-start on the most significant technological innovations that they believe will redefine …

Leo Burnett Worldwide and Contagious Magazine present Wildfire, a look 60 months into the future to offer a head-start on the most significant technological innovations that they believe will redefine how brands connect with people.

Wildfire explores how technology might be empathetically applied to the natural cadence of our daily lives in order to make routine activities and behaviors more streamlined, meaningful or entertaining. This is a future where brands are ideally positioned to create the kinds of small and vital wonders that we soon won't imagine being able to live without.

More in: Business , Technology
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  • 1. The Future of Advertising: How brands can embrace miraculous new technologies to change our daily lives. #Futureof  
  • 2. Let’s reimagine how brands can embrace miraculous new technologies to change our daily lives.
  • 3. 5 Years into the future, what relationship will people have with brands?
  • 4. A little less marketing... A little more: -  Service Design -  IP Creation -  Creation of Empathetic Ecosystems
  • 5. Can brands be the connective tissue between new technology and real people?
  • 6. So, a new age of technology-driven business transformation?
  • 7. So, a new age of technology-driven business transformation? Yes, but…
  • 8. The Challenges: TIME / 60 years VS 60 minutes BANDWAGONS / First is no good if you fail DE-HUMANISATION / Consumers can’t be programmed
  • 9. ‘I almost never get the question: “what’s not going to change in the next 10 years?”’ Jeff Bezos / Founder, CEO, Amazon
  • 10. If you take people out of the equation, you just become a tech fetishist.
  • 11. Three Wildfire: Full of Tomorrow future scenarios… Brought to life by brands.
  • 12. …and of course what this all means for you.
  • 13. Q. But in a world of algorithms and automation, what about human creativity?
  • 14. Q. But in a world of algorithms and automation, what about human creativity? A. It will become THE competitive advantage.
  • 15. Scenario #1 Location: Bathroom Time: 7.15am Date: February 10th, 2018
  • 16. Click to play  
  • 17. Smart Health Measuring personal data to provide smart, real-time diagnosis
  • 18. 75 million people used mobile phones for health information and apps in the US in 2012. Source: Ruder Finn
  • 19. The New Value Exchange Time + Money + Data = Increasing expectations!
  • 20. 1. Affective Interfaces / Toyota In-car mood detection
  • 21. 2.Cognitive Computing IBM / Watson / 90% accuracy
  • 22. 3. Epidermal Electronics University of Illinois
  • 23. But what about for brands? A few thoughts…
  • 24. With great data comes great responsibility We’ll have to self-regulate and avoid the temptation of targeting…
  • 25. The track(ing) leads both ways Make sure you deliver on your brand promise.
  • 26. Learn to play nice. Strategic alliances should ensure the complete user journey is seamless.
  • 27. Scenario #2 Location: Office Time: 1-6pm Date: April 20th, 2018
  • 28. Click to play  
  • 29. Haptic Experiences Adding layers of sensory interaction to enhance everyday processes.
  • 30. 1. Haptic Screens Senseg / Tixel
  • 31. 2. Haptic Objects Disney Research / Revel
  • 32. 3. Projected Visualisations Microsoft Illumiroom
  • 33. 4. All of the above! Solid Ray / Virtual gaming experience
  • 34. Multi-sensory planning How might visceral sensations enhance someone’s interaction with a product or service?
  • 35. Retail will be reimagined… Can you scale up by scaling down?
  • 36. Enhance, don’t distract Don’t ask what’s in it for us, ask what’s in it for them.
  • 37. Augmented Reality Yihaodian / Virtual pop-up shops
  • 38. Scenario #3 Location: Conference party Time: 7pm Date: June 18th, 2018
  • 39. Click to play  
  • 40. Human Body As Interface: Wearable technology that transforms how we interact with the wider world.
  • 41. $50bn Potential value of wearable tech industry within three years. Source: Credit Suisse
  • 42. 1. AR contact lenses C.M.T Ghent University
  • 43. 2. Advanced Motion Tracking Microsoft / Kinect 2.0
  • 44. 3. Projected Interfaces Google Creative Lab, Berg / Lamps
  • 45. Media silos will become redundant What happens when your social content strategy becomes your OOH strategy?
  • 46. Plan for the physical graph… Could every physical product become its own media channel?
  • 47. Avoid visual spam Life should not be one long commercial break.
  • 48. Q. So where does all this leave us now?
  • 49. Q. So where does all this leave us now? A. On the brink… (and that’s a good thing)
  • 50. But finally, before we go…
  • 51. Thanks. paul@contagiousmagazine.com james.kirkham@holler.co.uk