December 12th, 2017 By Joe Panepinto PhD
After 2.5 years establishing the strategy practice at Genuine in Boston, I’m happy to be coming back to Jack Morton NYP.
Taking a digital-first approach to dozens of projects over the last few years has not only given me some new perspectives, it has confirmed for me the primacy of experience in building bonds between brands and the people who matter most to them.
But when I say experiences, I don’t just mean the physical, face-to-face aspects of them. And a simple review of the work my new/old colleagues at Jack have been doing shows that they agree.
The blending of digital and physical into experiences that are simple, moving, and original is evident across so much of the work Jack Morton has been doing all around the world.
I’m proud to be a part of Jack at a time when the rest of the industry is recognizing the importance of experience.
And I’m especially proud to see how much our collective thinking around the globe has evolved to include the latest technologies – from VR/AR and mixed reality, to environmental technologies, data visualizations, robotics, social, and mobile experiences.
At the same time, it’s nice to know that we have a digital agency as part of our core capabilities that recognizes that digital experience is no longer constrained to a desktop, laptop, or mobile phone. Digital happens everywhere people gather.
I wrote a short article a while back (as head of digital strategy) that claimed there was no such thing as digital strategy – just as there’s no such thing as experiential strategy that does not include digital thinking. Our audiences don’t make the distinction when they are experiencing something extraordinary, and neither should we.
From my point of view, there’s simply strategy in a digital world.
I know that’s not crazy insightful. But that’s all I’ve got.
So…I’m happy to be back. And I feel more strongly than ever that experiences are the future of marketing and branding.
If you agree, don’t hesitate to reach out and I’ll do my best to be helpful.