The document discusses the concept of invisible technology and its impact on brand experiences, emphasizing that effective technology should seamlessly enhance user experiences without being noticed. It highlights principles for creating engaging brand experiences, such as user-first design and community building, and showcases examples of technologies that embody these principles. The text concludes by exploring the future of digital agencies in an era where technology is increasingly invisible and focused on user needs.

1. THE BRAND EXPERIENCE APPROACH
INVISIBLE
TECHNOLOGY +
THE CREATIVE
OPPORTUNITY

2. "ANY SUFFICIENTLY
ADVANCED TECHNOLOGY,
IS INDISTINGUISHABLE
FROM MAGIC.”
ARTHUR C. CLARKE

3. WE’VE ALL COME
ACROSS RAGE-INDUCING
TECHNOLOGY

4. HEALTHCARE.GOV

6. WE’VE ALSO ALL HAD
EXPERIENCES OF TECHNOLOGY
THAT ARE VERY DIFFERENT—
WHERE THE TECHNOLOGY WORKS
SO SEAMLESSLY WE DON’T EVEN
KNOW IT’S THERE.

7. ZIPCAR
ARE THEY A
TECHNOLOGY COMPANY?
OR A CONSUMER COMPANY?

8. Zipcar
TECHNOLOGY WOULD BE
CRITICAL TO ITS SUCCESS,
BUT CUSTOMERS WOULD ONLY NOTICE THE
TECHNOLOGY IF IT FAILED. IF IT WORKED, THEY
WOULD JUST SEE “A GREAT EXPERIENCE.”

9. FROM GOOGLE TO UBER,
YOU DON’T SEE THE TECHNOLOGY. YOU DON’T UNDERSTAND THE ALGORITHMS.
YOU DON’T HAVE TO. YOU JUST FEEL HAPPY THAT IT’S SOLVED
A PROBLEM AND MADE YOUR LIFE BETTER.

10. THE AVERAGE MILLENNIAL CONSUMER SWITCHES SCREENS
27 TIMES PER HOUR.
GREAT
EXPECTATIONS

11. THE BRAND
EXPERIENCE
APPROACH
WE LOVE THE
TECHNOLOGY WE DON’T
EVEN KNOW WE’RE
USING.

12. IT’S ALL ABOUT
THE EXPERIENCE
“[Those who use technology] to solve basic human
problems with greater speed and simplicity than those
who came before—
will profit immensely. Those who lose sight
of basic human needs and try to come up
with the next big idea… will have problems.”
EV WILLIAMS

13. BRAND
EXPERIENCE
PRINCIPLES
INVITE
PARTICIPATION
USER-FIRST DESIGN
DELIGHTFULLY
USEFUL
INFECTIOUSLY
SHAREABLE
BUILDS COMMUNITY

14. INVISIBLE
TECHNOLOGIES
WE LOVE
(AND WHY)
7 1. TOUCH SURFACES
2. SECOND SCREEN
3. DATA
4. CLOUD CITY
(NO NOT
WITH LANDO)
5. CONTACTLESS
CONNECTION
6. ENHANCED
REALITY
7. MAKER CULTURE +
COMMUNITY

15. TOUCH SURFACES
BRING US ONE
STEP CLOSER
TO CONTENT
1

16. UBI

17. BECK’S

18. HERTZ 24/7

19. SECOND
SCREENS:
TAPPING INTO
A NATURAL
BEHAVIOR
2

20. SAMSUNG

21. COTTON 24 HOUR
RUNWAY SHOW

22. SWEEPER APP

23. BIG DATA:
ANALYZING TODAY
FOR BETTER
EXPERIENCES
TOMORROW
3

24. BRITISH AIRWAYS

25. GOOGLE
MAP GALLERY

26. PRISM SKYLABS

27. NEXT GEN
CLOUD
SERVICES:
CREATING
A COMMUNITY
4

28. CAROUSEL

29. DROPCAM

30. THUNDERCLAP

31. CONTACTLESS
CONNECTION:
NEW
POSSIBILITIES
INSTANTLY
5

32. “It is not that wearables are shaping new
trends, but that new trends are shaping
wearables. New devices will be expected to
learn when consumers don’t want to look at
their phones”
WILL SEYMOUR FUTURE FOUNDATION
ESTIMOTE

33. FIREFLY

34. DISNEY

35. ENHANCED
REALITY:
TAKING
EXPERIENCES
TO THE
NEXT LEVEL
6

36. PEPSI

37. SHIRE

38. MAKER CULTURE:
HARNESSING
THE BEST +
BRIGHTEST AND
LATEST +
GREATEST
7

39. MINK MAKEUP

40. TWO BIT CIRCUS

41. JACK LABS

42. FUTURE OF INVISIBLE
TECHNOLOGY +
AGENCIES

43. IF THE BEST
TECHNOLOGY IS THE
ONE YOU NEVER SEE,
WHAT DOES THIS
MEAN FOR
DIGITAL AGENCIES?
Is is the agency of tomorrow
the human agency ?

44. FUTURE OF TECHNOLOGYIs Invisible. Seamless. Incredibly intentional. Creatively exciting.

45. LIZ BIGHAM
EVP, BRAND MARKETING
212-401-7212
Liz_bigham@jackmorton.com
@jackmorton
THANK YOU!