Hasta La Creative!

Typically, agencies need to shove their clients to dip their toes into digital advertising waters. But with some of the most cutting-edge technology tools used in marketing — such as robotics and virtual reality — it’s the agencies preaching caution.

At the Ad Age Digital Conference, a quartet of ad agency executives that work intimately with emerging technologies advised careful consideration for brands diving into these new physical platforms. Some clients will demand to deploy a new gizmo simply because it’s new, said Damian Gutierrez, associate partner with the Control Group.

“If it didn’t fit the brand, fit the concept, we have to be conscious about pushing them,” added Aron Hjartarson, executive creative director for Framestore.

Continue reading at AdAge.com