Mumbrella360 video: Post-hype – understanding the technology trends
In the lead-up to Mumbrella360 on June 7-9, we revisit highlights from last year’s event.
A panel of industry experts discuss how agencies can tackle the challenges that new technologies deliver daily without breaking budget.
Panel: Nic Hodges, founder of Blonde 3 and head of commercial innovation at News Corp; Dave King, co-founder and strategy head at The Royals; Phil Phelan, director of strategy at SapientNitro; Benjamin Moir, director at Snepo Research.
https://youtu.be/tUwpqqlWFj4
Timeline:
- 0:00 Introduction
- 2:00 Innovation and R&D and risk
- 11:00 Technology is just a tool
- 12:00 Agencies are fooling themselves if they think they’re in true R&D
- 13:00 How to evaluate and assess new technologies
- 15:00 The role of novelty and innovation: we are too focused on novelty
- 16:50 Big digital immersive experiences
- 18:00 Novel uses of technology vs business disruption
- 19:00 There is a value in just being good at the thing that people want
- 20:00 Disruption is just an ethereal concept where people want to “do something”
- 20:49 Two other words on this list are ‘failure’ and ‘prototyping’
- 21:00 The ‘fail fast concept’ is something we’ve taken over from start-up land
- 24:50 Mad Max: Fury Road made from 3,500 storyboard panels – creating craft needs more than prototyping
- 25:40 How to kibosh projects – when things go bad
- 27:00 Don’t be scared of being embarrassed (as long as no-one gets hurt)
- 29:30 Don’t burn all your money on tech
- 31:40 The consumer tech stack is still getting unwieldy
- 32:00 The danger of the technology of one
- 34:00 VR, AR and how we use it
- 36:30 “The VR ideas that come from creative agencies can very quickly make you vomit”
- 37:00 Wearables and watches and Project Jacquard
- 40:00 Word association game
- 43:00 What are the most under-appeciated technologies and most over-hyped technologies?
- 42:56 Presentation concludes
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