The unique combination of music, film and interactive that is South by Southwest (SXSW) generates a kind of energy that sets the stage for connected thinking. SXSW 2016 has lived up to that promise – a world of concepts collided in Austin. Each year’s sessions represent the zeitgeist of the industry. What exactly are we thinking about? What’s at the heart of ‘interactive’ and how is it playing across different industries? To help us lead our clients to what’s next, we went along to SXSW 2016 to bring you our thoughts and highlights.