Ogilvy & Mather London’s CCO Gerry Human says AR is 'going to radically change the future'

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.

Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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