Trends for 2017: Augmented reality, agency relationships & diversity

AR and VR grow up
It is not surprising to see consumers walking around with their eyes glued to smartphones but when droves of people are running around trying to capture a Pikachu, it attracts attention.
The success of augmented reality (AR)-based game Pokémon Go has opened up brands to the potential of the technology and next year we will see more consumers ready to engage with AR via their smartphone if it provides value and entertainment.
Caspar Thykier, CEO and c