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2015: Look Ahead - Media & Marketing

In 2014, I heard a lot about how ideas were shaping technology use, where once it had been the other way round. The evidence? A wave of campaigns using cutting-edge tech in original and effective ways. From Pepsi's Unbelievable Bus Shelter, to Topshop's Oculus Rift catwalk show, creatives explored the potential of augmented reality, interactivity and real-time strategies to draw consumers into fully realised brand worlds.

Looking ahead to 2015, I see marketing becoming as much a part of the product experience as the product itself. Which means that marketing has to be as good as the product – whether that's Guardians of the Galaxy, or Coca-Cola.

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