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Marketing’s augmented reality – how tech empowers creativity

The Drum and Accenture Interactive have joined to produce a short documentary about how the three important elements of modern marketing – brands, technology and creative – are finding new ways to work together.

During a meeting at to the NEXT19 conference in Hamburg, a group representing all three, discussed how as a group of three working together (sometimes referred to as a troika), it was possible for marketers to produce technology-fuelled ideas whilst still keeping a human touch and avoiding being caught up in a tech backlash.

Citing examples of work including Holoride’s in-car entertainment system and Rothco’s JFK Unsilenced campaign for The Times, the attendees came up with a range of views and advice for how to maximise collaboration between brand marketers, technologists and creatives.

Watch the (7mins) film for the full story.

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