"PHD details how a social approach to technology will drastically alter institutions from
government to gaming, from media to marketing," says Facebook’s David Fischer

Over the last five years we have seen the most dramatic changes to the world of communications, which has led to changes to the very fabric of society.

Right now, one in every two people within the developed world is connected-up through social networks, with an increasing amount accessing via the mobile. This is resulting in a quickening in the speed at which information, and therefore influence, is moving.

And with this, it is changing the actual physics of how marketing works. And this rate of change is accelerating. The biggest driver of this accelerating change is technology, which in turn is driven by us.

This book explores what is actually driving us and therefore what is driving technological development.
This paradigm is then used to predict what sort of technological developments we should expect to see in the next five years across the three areas of infrastructure, interface and internet.

The book explores the likely developments within areas such as connected TVs, markerless augmented reality, enhanced voice-recognition, Natural User Interface (NUI) and NFC (Near Field Communication).

From this the book paints a picture of society and the marketing and advertising industry in 2016.
The book is available to buy from Amazon with all proceeds going to Unicef.

Welcome to the future. 2014 is our point of view on what the future will look like for media agencies. Our industry is experiencing a period of amazing change, and the pace of this change is likely to increase dramatically over the next five years. The primary driver of this evolution is technology, and the effect it has on communication opportunities. We have arrived at many of our predictions by analysing how technology is likely to change over the next five years and how this will affect the media landscape. Technology that “blurs” traditional boundaries will be most influential. We have identified five “blurs”: TV and online; mobile phones and the PC; entertainment and advertising; the consumer and publisher; and online and real experiences. For each of these we explain how the merging of these traditional boundaries will affect how a media agency operates. Download PDF

This book focuses on how the media landscape is changing and how it affects marketers. Throughout the book we look at and analyse the breaking down of social barriers and the implications of this, we identify and explain the most important barriers that are being pushed aside and show how it is the speed at which information moves & influences opinion and behaviour that is resulting in the most change. We talk candidly about how marketers and agencies have to adapt to react most effectively to the new Fluid world and how we believe brands should tackle these challenges.

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