PHD Singapore launches publication Merge: The Closing Gap Between Technology and Us
As technology continues to revolutionize our daily lives and elevates the experiences we have, the practice of brand marketing and communications will inevitably transform with it. The implications of the deeper integration between technology and mankind were the driving themes of PHD Singapore’s annual conference this year, which took place on September 29 at the regional LinkedIn APAC offices for an audience of over 100 of the media network’s clients and partners. Attendees also received their own copy of MERGE: The Closing Gap Between Technology and Us, the latest instalment in PHD’s ongoing global thought-leadership series that explores the emerging forces that will redefine the practice of marketing.
Chris Stephenson, Head of Strategy for PHD APA (pictured on stage), opened the conversation by presenting the five stages of MERGE, before revealing the nine areas of technological innovation that will forever alter the way we process data and information and interact with our world. “We’re in a truly exciting time to be alive for our industry,” Stephenson told audiences. “We’ve never had so much to do, and we’re the generation that gets to do it.”
Moon Ribas, a cyborg who has a seismic sensor implanted in her elbow to produce art based on the Earth’s movement, shared her experience as one of the first manifestations of Merge, elaborating further on her talk with Stephenson on the Masters Stage of Creativity at Spikes 2017 the previous day. “We’re living in an exciting time where we get the chance to evolve in our very own lifetime,” commented Ribas.
Claire Taylor, PHD’s Head of Planning for APAC, and Vitaliy Nechaev, director of 360-video production company, Vostok VR, also joined in a panel discussion to add additional perspectives on how the agency and media will evolve alongside technological advancements to ultimately create deeper and more engaging consumer experiences for brands. “The big challenge is recognizing what’s pushing the boundaries for our clients’ organizations and make sure we’re going beyond that to drive experiences to the next level,” added Taylor, while Nechaev added: “We will be able to tell the story of people and brands in a completely different dimension; one that builds better affinity.”
“Today, there is no longer a doubt that technology will become an even more dominant force in shaping our future lives and how we interact with one another,” commented Wangyn Ang, Managing Director of PHD Singapore. “It’s important for us to continue having these conversations with our clients, so that we can monitor the pulse of these changes and future-proof their organizations, ultimately ensuring their brands transcend the Merge.”