Devising tech trends

Creating a framework for all to use

Overview

To simplify and ‘democratise’ knowledge otherwise held within the team, we devised a common language and framework for the agency and clients. We created three macro tech trends that would have significance and longevity, to stimulate thinking and help clients to prioritise what was most important for them. Our trends were: New Realities; Smart Systems; and Connected Objects.

Impact

• The trends became common parlance and a mainstay of ideas sessions within the agency
• They were adopted by OMD to be used across EMEA
• Presented at AdWeek London 2016
• The IPA published a two-part series I wrote — here and here — on their potential impact for brands in 2017

Role

• Creation of the trends, and language for each
• Development of all branding and material to support them
• Numerous internal and external presentations