Isobar's Matt Gee on the three golden rules of innovation

Technologies like VR will only reach mass market adoption by brands when the industry works out how to move from storytelling to a commercially viable product, according to Matt Gee, head of digital transformation at Isobar.
“We need a very different type of narrative in VR when talking about our clients’ products and services,” he said.
The Drum caught up with Gee at Dmexco following his talk on digital reimagining consumer experiences.
In the interview, Gee describes Isobar&r