Jeroen Matser, senior planner at Tribal DDB talked about the challenges for brands and the creative industry in a landscape of colliding worlds. This presentation was part of the 2008 Cannes Advertising Festival.
Everyday there is more and more evidence of the beginnings of an era of ubiquitous computing - a model of human-computer interaction in which information processing has been thoroughly integrated into everyday objects and activities.
Combine this with an increasing convergence of online, offline, mobile and experiential media and it becomes clear that people are starting to experience the impact of technology in almost every interaction in their lives.
Whether they completely realise it or not, people are experiencing the first signs of the collision of the real and virtual worlds.
In an effort to create more useful and engaging experiences, the creative industry is increasingly looking at elements of user participation, co-creation, tagging, syndication, mash-ups and rich interfaces to unleash the potential of this new technological landscape.
So far, there have only been sporadic examples of the successful embracement of technology in bringing the creative industry closer to its client's brands and their products. So why aren't there more brands and companies adopting an integrated approach in the creation of brand and product experiences?
Tribal DDB London successfully presented the concept of the 'Collision of the real and virtual world' to the creative industry in Cannes in 2007.
This year things are moving further. Picking up where last year's seminar left off, 'The Challenges Of Colliding Worlds' will take a closer look at how to successfully unleash the potential of this new landscape. It will dig deeper to explain how a cross-over of business, technology and communication could create competitive advantages for brands and their products.
As many people in the industry talk about the impact of the change of industry rules and agency models, the real change might be happening in a slightly different area.
This seminar will explain and demonstrate how the real challenge lies in a combined understanding of consumer insights and technology. This is the key driver in enhancing customer value through integrated brand experiences in a world where two worlds are colliding.
