David Blecken
May 22, 2017

Momentum Japan to develop 'phygital' experiences

A new team will work with digital content agency Nadia to offer 'extended reality' solutions.

Momentum Japan to develop 'phygital' experiences

Momentum Japan wants in on the virtual, augmented and mixed-reality land grab. The activation agency, which is part of McCann Worldgroup, has formed a ‘Phygital Experience’ team to innovate in those three areas as well as retail.

The ‘Phygital Experience lab’ will operate in conjunction with Nadia, a Japanese digital content producer that also operates internationally. According to a statement from McCann, Nadia is recoginsed for its expertise in extended reality (XR).

McCann sees Japan as a key market for Momentum with the approach of Tokyo 2020. Jason Alan Snyder, Momentum Worldwide’s global chief technology officer, will act as an adviser to the team in Japan.

The unit is expected to integrate the multitude of ‘reality’ technologies into events, shopper marketing and content and develop new tools and processes to in turn create new experiences for consumers. While there is significant interest around XR from both marketers and consumers, brands have a long way to go. A recent global IBM study found 70 percent of consumers are unimpressed with the so-called 'experience revolution' brands have promised them.

Campaign hopes to provide more information as to what this unit will offer and how it will operate through a separate interview with Snyder.

Source:
Campaign Japan

Related Articles

Just Published

5 hours ago

Visa names new APAC head of marketing

Danielle Jin will take over the position left open by the promotion of Frederique Covington Corbett to a global role.

8 hours ago

Initiative's Amy Armstrong elevated to global CEO, ...

Baxter will serve as chair of Initiative before taking up a new leadership role at IPG focused on "transforming and elevating" other areas of the group's portfolio.

8 hours ago

Indian agencies take 'no concrete steps' on mental ...

Exclusive Campaign India survey reveals that 71% of industry workers say their company has taken no steps to reduce stress, while 69% report no access to mental health services.

8 hours ago

Amazon Prime Video apologises, edits 'objectionable'...

The company's move follows protests against the content of the video series Tandav, which drew complaints against its makers and cast in Madhya Pradesh and Maharashtra in January.