As part of the agreement, Happy Finish's offices in India and China will be working closely with GroupM's content teams across the region.
The deal also gives GroupM's agencies and clients access to Happy Finish's creative and technology resources to develop first-to-market VR campaigns.
As the virtual reality sector heats up globally with availability of hardware, software and creative services, advertisers are starting to explore the endless possibilities for consumer engagement with creative and immersive VR experiences. The deal gives GroupM’s agencies and clients in Asia-Pacific access to Happy Finish’s creative and technology resources to develop powerful and first-to-market VR campaigns.
Recent developments in VR and augemented-reality technology, such as the launch of Google cardboard, 360-degree cameras and the pending rollout of the Oculus Rift headset in 2016, have laid the foundations for the next digital revolution, said Stuart Waplington, group chairman of Happy Finish. "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."
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GroupM's reach, added Waplington, makes the media network the "perfect partner" for Happy Finish as the technology goes mainstream. "Our emphasis is on using this technology to deliver measurable results for GroupM clients.”
Happy Finish has worked with GroupM on several occasions in the past, said Josh Black, GroupM Content CEO for Asia-Pacific. "This deal means we can scale to deliver results for more of our brands," he added.
An example of Happy Finish's work in VR