Tech developments will enable content to diffuse at the edges and shift in shape — and this requires an accompanying change in mindset. 

From programming for the masses to inserting more humanity into AI, these are the things that will impact consumers and businesses over the very long term.

We need to think bigger than gaming and think ‘gamification’. There are three actions we can take to bring gaming into the marketing mainstream.

ACI has the potential to be a game-changer in AI by revolutionising the way brands serve their customers.

Marshall McLuhan’s Tetrad model can revolutionise your understanding of media and marketing. Embrace the opportunities, prioritise, revive, and prevent to stay ahead of the game.

Can we use modern technology to help consumers access a physical interaction rather than replace it?

Instead of virtual land and virtual shopfronts, start thinking of the metaverse like the offspring of twin technological advancements — the internet and gaming — and carrying half of the DNA of each.

In a future defined by the hyperconnectivity of markets, brands who want to survive must glean deep insights from emerging markets and apply them elsewhere.

When we skip from trend to trend, we impede our ability to fully exploit new technology. Our collective short-termism must be replaced by a greater focus on iteration.

Simultaneous cinema and OTT releases, progressive product placement and the metaverse — Omnicom’s Phil Rowley predicts what we can expect from the new James Bond.