What’s missing from your experience tech strategy? The relationship between events and technology is a subject of much debate and experimentation; clients are asking for the latest technology and our industry has a rich heritage when it comes to harnessing new and innovative technologies to create ever more impressive, immersive and interactive experiences. But we risk using it for its own sake, forgetting that it is great ideas – not great technologies – that engage audiences and deliver effective results for brands. So technology can be a great enabler, but it can’t create a great experience on its own. For most content marketers, sourcing or creating content is their biggest challenge. In our industry, however, we have always been creating killer content. It’s just that we often haven’t had a strategy to share it or to target it as a marketing tool.

1. What’s missing from
your experience
tech strategy?
–

2. 76YEARS
OFFICES
EMPLOYEES
Jack by the numbers…
…and counting.
18
850+
75+
75+ awards
won for creative
in 2014, including
two Guinness
World Records
and an Emmy
10,000
In the last 12 months,
we’ve produced
over 10,000 event
activation days
We have
80 sister
agencies
in 100
other
countries 25
We work
with 25 of
the largest
companies
globally
2,500
Over the past two years,
we’ve produced 2,500
brand experiences
80

3. The Customer-Activated
Enterprise, IBM IBV
Two-thirds of
enterprises
have a weak
digital–physical
strategy,
or none at all.

4. It’s time we stop
thinking about
dichotomies…
How do people
experience the
world around
them?
Digital
Online
Non-digital
Offline
…and ask ourselves:

5. Today’s experience
Dating
Dining
Driving

6. In the ad agency of
the future, the ideal
team would be
“a technologist,
distribution expert
and storyteller.”
Brad Jakeman, Pepsi

7. In this landscape, our POV:
Users first.

8. Our brand experience priciples
1. Be human
2. Invite participation
3. Be useful
4. Build community
But don't use technology for
technology's sake

9. THE BRAND EXPERIENCE APPROACH
INVISIBLE
TECHNOLOGY

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

11. 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.

12. Drive Now
ARE THEY A
TECHNOLOGY COMPANY?
OR A CONSUMER COMPANY?

13. 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.

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

15. Be Human
01

16. Invite participation
02

17. Be Useful
03

18. Build community
04
#BIZBASHFL

19. This is not a technical challenge.
It’s a strategic one.

20. Let’s do
something
extraordinary
together
–