Now and Next: Connected Britain

On Wednesday 21st May 2014, OMD UK welcomed a selection of clients, media partners and media industry figures to join us for an afternoon of insight and inspiration at the Old Truman Brewery on Brick Lane. Throughout the course of the event, we uncovered an overview of our Future of Britain research project to date, conducted a live focus group session on stage, and hosted a guest panel of pioneering industry names to discuss what the future holds for brands, media and audiences.

We will be updating this blog with teasers of our key event themes, to give a flavour of the subjects that were touched upon by OMD UK speakers and our industry panel. The first of these themes focusses on Connected Britain and the Agile Consumer.

Denise Funke, Insight Manager and Hamid Habib, Head of Strategy, kicked off session one of the day. Denise explored one of the interesting conundrums thrown up by our Future of Britain research: connectivity is making the British consumer both more independent but also reliant on technology. If you put these behaviours together you have what we call the Agile Consumer; driven by and driving technology, an increasingly complex and less predictable kind of audience.

Hamid then identified some inspiring case studies that saw brands seizing the opportunities provided by the Agile Consumer, including shoppable billboards from Tesco, Citroën’s use of ASOS as a retail platform for the new Citroën DS1, JCDecaux using twitter-based outdoor formats at commuter stations to build an interactive book club and Nivea’s use of RFID technology, embedded into print ads, to extend their brand platform.

Download a summary of the OMD UK view of Connect Britain, and what that means for brands, from here.

Hamid also shares a snapshot of the OMD UK view below:





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