In a recent Q&A with the Clio Awards, Ogilvy & Mather London’s chief creative officer Gerry Human said that the growth of augmented reality is a trend he’s currently keeping his eye on.
“I think AR [augmented reality] technology is going to radically change the future,” he said. “The back-ends of devices are getting smaller and smaller – eventually VR and AR will merge.”
He noted that: “Google glasses were probably a bit ahead of their time and looked kind of geeky... soon people will be able to overlay digital information on top of the real world at the snap of a finger.”
“Things that we see as physical objects today (like a TV screen for displaying an image) will just be free apps. It’s Zuckerburg’s next big play,” he said.
During the interview, Human also discussed why he thinks London is a “cutting-edge creative city,” the resurgence of “purist singer/songerwriter/musician-in one” artists in the UK, and why James Corden’s ‘Carpool Karaoke' series is his favorite viral phenomenon at the moment.
Human joined Ogilvy & Mather Johannesburg in 2003 and relocated to the agency’s London shop in 2009, where he has since worked on iconic campaigns including Expedia’s “luggage tags” effort.
Last year, Ogilvy & Mather London was the inaugural UK winner of the Agency of the Year X Country Clio Award, which is presented to the most awarded agency in each of its top 15 entrant countries.