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A number of brands at the festival discussed the impact of 'wearables', an ideal topic at an event where Google Glasses are apparently a compulsory fashion accessory. Brands in the sports category in particular spoke of how they are leveraging technology and sports content to drive brand passion and connect with their target consumers.
Gaming companies expressed a similar sentiment, talking about how creative technology must be driven through consumer-centric design. While gaming will by its very nature always be technology focused, the user experience must still come before any kind of technological considerations.
Jye Smith is head of Mediaco, Asia Pacific, and Jayde Lovell is vice-president of digital, Asia-Pacific at Weber-Shandwick.
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