GroupM’s New Virtual Reality Partnership Opens Up Whole New World: APAC CEO Josh Black

GroupM’s New Virtual Reality Partnership Opens Up Whole New World: APAC CEO Josh Black
SHARE
THIS



Stepping into the virtual reality market, media investment group, GroupM, has announced its new partnership with augmented reality company Happy Finish.

CEO of GroupM Asia Pacifc, Josh Black, said there’s been lots of interesting developments with the virtual reality technology for brands to utilise and it’s beneficial for clients and brands as traditional advertising doesn’t get the same sort of education and utility virtual reality can.

“Virtual Reality adds a whole new dimension in the one thing that has always worked for brands and always will – stories told well,” said Black.

“Virtual Reality, when done properly, will immerse consumers in a whole new world of branded storytelling that advertisers have struggled to often do well repetitively with 2D video technology.”

The partnership is throughout the Asia Pacific region, and Happy Finish’s offices in China and India will help develop creative solutions for GroupM clients across APAC.

When asked whether it would be classified as branded content, Black said it could be either traditional advertising or branded content. “The industry has a fairly clear and agreed definition of what advertising is but I think when it comes to content, very few people actually agree on what branded content is or isn’t,” he said.

“Virtual reality could be either depending on how it is executed and how engaging or interrupting it is OR how much of a lean forward or lean back experience it creates. It would all come down to execution and intent.”

The work Happy Finish will bring for GroupM clients will create an immersive experience “that lets people sit in their living room but actually think that they are in the exact location where the footage was shot”, such as being a spectator in a sporting stadium or test drive a car.

“Brands that use the principles of adding value, adding utility to a consumers experience or educating them, will be the winners,” said Black.

Commenting on the agreement, Stuart Waplington (pictured above), group chairman of Happy Finish, said: “Recent developments in Virtual and Augmented Reality technology have laid the foundations for the next digital revolution. This technology has the power to change every area of our lives, digital experiences will merge with the physical world and virtual experiences will affect us on a deep emotional level.

“GroupM are global leaders and are very forward thinking with a disruptive mindset that makes them the perfect partner for Happy Finish as this technology moves into the mainstream. Our emphasis is on using this technology to deliver measurable results for GroupM clients.”

Please login with linkedin to comment

Latest News

Fraud & Faulty Programmatic Will Force Brands To Take Media In-House
  • Media

Fraud & Faulty Programmatic Will Force Brands To Take Media In-House

A growing number of marketers are taking back control of their digital marketing campaigns as more cases of fraudulent and waste in programmatic spending emerge across the world. Mr Jay Shah, CEO of artificial intelligence group, OpenDNA, marketers were taking back control of critically important processes like customer targeting, as many digital and programmatic advertising, […]

Cricket Australia Unveils Ashes Fan Campaign #BeatEngland
  • Campaigns

Cricket Australia Unveils Ashes Fan Campaign #BeatEngland

With an Ashes summer rapidly approaching, Cricket Australia has put out a rallying cry to fans around the country to get behind our Australian women’s and men’s cricket teams under the banner #BeatEngland. The #BeatEngland campaign is built upon a simple truth – nothing brings Australia together like the prospect of seeing our cricketers beat […]

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]