Digital Transformation

Human technology: Can digital really replace the human touch?

By Madi Bruce | Writer

WE Communications

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Promoted article

This is content produced by a partner of The Drum and promoted by The Drum. To find out more, visit our media solutions page media solutions page

August 28, 2019 | 4 min read

In this time of digital disruption, polarization and political and economic unease, connecting with your customers on a human level is more important than ever. It is imperative that brands working with technology find a way to distill the human from the digital, build products and services that fit seamlessly into their customers’ complicated lives, and find the beating heart amongst all those ones and zeroes.

The Brands in Motion 2019 global study, conducted by WE and YouGov, aims to quantify the motion brands experience every day — and understand how this motion is either driven or inspired by technology. In 2019, consumers continue to have very high expectations for how brands will use technology to innovate.

Brands in Motion 2019 found that consumers everywhere — no matter their gender, geography or generation — are unified on the agony and ecstasy of technology, and they’re optimistic about brands’ ability to harness tech in a human way and make the world a better place.

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Join The Drum x WE's 'Brand Humanity' event in London

Join WE and The Drum's 'Brand Humanity' event in London

“Brands in Motion 2019 shows ever-rising expectations, more empowered consumers, and stronger calls for accountable tech,” says Kristin Flor Perret, SVP of Global Marketing at WE. “How can brands thrive in this high-stakes environment? By moving to a more emotional space, doubling down on purpose, and being human to the core.”

The Drum, in partnership with WE, will stage an event on Thursday September 19, 2019 that gets to the heart of exactly what this means for marketers in an age of robotics, artificial intelligence (AI) and automation — how can tech-driven teams bring a human element to their brand? Brands will take centre stage at 'Brand Humanity' and explore the findings of this year’s WE Worldwide Brands in Motion study, which takes a deep dive into the ever-changing expectations, hopes and fears of consumers.

The Brand Humanity evening will kick off with an overview of the Brands in Motion study, before a panel discussion and interactive session that will highlight just how integral social, economic and cultural dynamics are in an age of technology.

If brands want to survive in today’s age, they must be human at their core.

Register your interest today and join us for a lesson in Brand Humanity.

Digital Transformation

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WE works with some of the most innovative companies on the planet — those focused on delivering the next big thing. With a media landscape that is moving, pulsing and constantly evolving, brands must navigate everything from industry disruption and technology shifts to stakeholder mandates and political headwinds. In turn, brand stories have to move with new velocity and sync across every device and platform. Using our Momentum methodology, we partner with clients to create transformative communications that are rooted in insight and drive big impact. Our fiercely independent mindset allows us the freedom to bring together the best talent, ideas and partners, through our revolutionary partnership approach, The PLUS Network, to create powerful, persuasive campaigns. Shiny accolades like Cannes Lions, SABREs, Best APAC Medium Agency and PRWeek Award for Best Use of Social Media/Digital adorn our offices. We’re global, speak 37 languages and we’re not much for standing still. But it’s not about us, it’s about our clients, their customers and setting their brands in motion. Time to move.

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