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

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.

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The Future of Advertising:
How brands can embrace
miraculous new technologies
to change our daily lives.
#Futureof 	
  
The Future of Advertising: How brands can embrace miraculous new technologies to change our daily lives
Let’s reimagine how brands can
embrace miraculous new
technologies to change our
daily lives.
5

Years into the future, what
relationship will people have
with brands?
A little less marketing...
A little more:
-  Service Design
-  IP Creation
-  Creation of
Empathetic Ecosystems
Can brands be the
connective tissue
between new technology
and real people?
So, a new age of
technology-driven
business
transformation?
So, a new age of
technology-driven
business
transformation?

Yes, but…
The Challenges:
TIME /
60 years VS 60 minutes

BANDWAGONS /
First is no good if you fail

DE-HUMANISATION /
Consumers can’t be programmed
‘I almost never get
the question: “what’s
not going to change in
the next 10 years?”’
Jeff Bezos / Founder, CEO, Amazon
If you take people
out of the equation,
you just become a
tech fetishist.
Three Wildfire:
Full of Tomorrow
future scenarios…
Brought to life by
brands.
…and of course
what this all
means for

you.
Q. But in a world of
algorithms and
automation, what
about human
creativity?
Q. But in a world of
algorithms and
automation, what
about human
creativity?
A. It will become
THE competitive
advantage.
Scenario #1
Location: Bathroom
Time: 7.15am
Date: February 10th, 2018
Click to play	
  
Smart
Health
Measuring personal data to
provide smart, real-time
diagnosis
75

million people used mobile
phones for health information
and apps in the US in 2012.
Source: Ruder Finn
The New
Value Exchange
Time + Money + Data =
Increasing expectations!
1. Affective Interfaces / Toyota
In-car mood detection
2.Cognitive Computing
IBM / Watson / 90% accuracy
3. Epidermal Electronics
University of Illinois
But what about for
brands?
A few thoughts…
With great data
comes great
responsibility
We’ll have to self-regulate
and avoid the temptation of
targeting…
The track(ing)
leads both ways
Make sure you deliver on
your brand promise.
Learn to play
nice.
Strategic alliances should
ensure the complete user
journey is seamless.
Scenario #2
Location: Office
Time: 1-6pm
Date: April 20th, 2018
Click to play	
  
Haptic
Experiences
Adding layers of sensory
interaction to enhance everyday
processes.
1. Haptic Screens
Senseg / Tixel
2. Haptic Objects
Disney Research / Revel
3. Projected Visualisations
Microsoft Illumiroom
4. All of the above!
Solid Ray / Virtual gaming experience
Multi-sensory
planning
How might visceral
sensations enhance
someone’s interaction with
a product or service?
Retail will be
reimagined…
Can you scale up by scaling
down?
Enhance, don’t
distract
Don’t ask what’s in it
for us, ask what’s in it
for them.
Augmented Reality
Yihaodian / Virtual pop-up shops
Scenario #3
Location: Conference party
Time: 7pm
Date: June 18th, 2018
Click to play	
  
Human Body As
Interface:
Wearable technology that
transforms how we interact with
the wider world.
$50bn

Potential value of wearable tech
industry within three years.
Source: Credit Suisse
1. AR contact lenses
C.M.T Ghent University
2. Advanced Motion Tracking
Microsoft / Kinect 2.0
3. Projected Interfaces
Google Creative Lab, Berg / Lamps
Media silos will
become redundant
What happens when your
social content strategy
becomes your OOH strategy?
Plan for the
physical graph…
Could every physical
product become its own
media channel?
Avoid visual spam
Life should not be one
long commercial break.
Q. So where does all
this leave us now?
Q. So where does all
this leave us now?
A. On the brink…
(and that’s a good
thing)
But finally, before
we go…
The Future of Advertising: How brands can embrace miraculous new technologies to change our daily lives
The Future of Advertising: How brands can embrace miraculous new technologies to change our daily lives
The Future of Advertising: How brands can embrace miraculous new technologies to change our daily lives
The Future of Advertising: How brands can embrace miraculous new technologies to change our daily lives
The Future of Advertising: How brands can embrace miraculous new technologies to change our daily lives
Thanks.
paul@contagiousmagazine.com
james.kirkham@holler.co.uk

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