How do you create the right environment for marketing innovation to make sure technology like VR and AR are treated strategically? Afdhel Aziz, Director of Absolut Labs, the vodka brands marketing innovation unit, shares the journey of how they created the ground-breaking Absolut Deadmau5 VR video game.

As brands continue to increase their appetite for VR, agencies will be required to produce more robust content, which will further push the limits of agencies technology skills. In this session, Dave Meeker, VP at Isobar US, will explore the number of possibilities for VR content in today’s world and resulting agency implications. Even digital agencies that excel at Web and mobile content creation will need to evolve and adapt their processes to fully reach the potential of VR for brands. Will agencies need to become more technical?  Will they need to outsource or partner with VR-capable studios?  Will VR technology become so advanced that barriers to create content come tumbling down?

After simmering in the background for many years, Pokemon Go introduced augmented reality to the masses. While the phenomenon hit a nerve well beyond traditional gamers, was it something beyond the brand and childhood memories of Pokemon that drove it? Now that the AR and VR doors are open, retailers are starting to test how VR and AR can work for them by appealing to in-store shoppers