Mobility: The Future of Brands in Motion


Mobility: The Future of Brands in Motion

A study into the future of mobility and how all companies, not just those invested in moving people or goods, can use it as a platform to win customers for life.

WPP’s The Future of Brands in Motion study has found that mobility will become prevalent across every sector and it will increasingly provide a platform for companies to grow.

In partnership with Ogilvy Consulting, WPP interviewed 16 global leaders in innovation, marketing, growth and UX across four industries – entertainment, retail, transportation and telecom. To understand how their current mobility strategies and ambitions for the future compared with consumer expectations, a survey of 300+ US citizens was carried out in parallel.

Key findings include:

The pandemic has accelerated consumer expectations of new experiences

The survey revealed that consumers are in a state of evolution – trialling, trained and ready to adopt all kinds of new products and services, such as contactless delivery, tele-medicine and shopping at mobile retail stores, with the pandemic serving as an accelerant.

Companies vary in readiness

Many business leaders now consider mobility an imperative, but the study found that readiness and investment vary dramatically.

Brand partnerships between traditional mobility providers and other companies are key

As the competitive landscape widens and threats appear from every sector, so do opportunities for non-traditional brand partnerships. For example, healthcare or drug companies partnering with convenience stores to offer medication delivery by drone, or autonomous vehicle makers collaborating with entertainment brands to take advantage of passengers’ new-found down-time to offer new kinds of experiences to pass the time.

The Future of Brands in Motion study helps brands find their growth opportunities in the new frontier of mobility. To find out more, download the full report or the research fact sheet.

For more information, email [email protected]

Brand in motion

WPP TV: Mobility Special


06 Jan 2021


The Future of Brands in Motion

Ashley Wood, Global Consulting Partner and Susan Machtiger, Executive Partner, Brand & Marketing Strategy, Ogilvy Consulting join Chido Tsemunhu, Director Marketing & Growth, WPP


06 Jan 2021


How governments should tackle mobility

Alain Berger, Executive Strategy Director, Hill+Knowlton Strategies, Brussels in conversation with Laure Van Hauwaert, Managing Director, EU Institutions, Government and Public Sector Practice, WPP, Brussels


06 Jan 2021


Ad break: Toyota's Rav4 plugin hybrid

Joachim Medalen, Managing Director, The&Partnership, Nordics


06 Jan 2021


Putting the switch into a greener future

Julian Rigamonti, Founder and CEO of Carverter in conversation with Debbie Ellison, Chief Digital Officer, VMLY&R COMMERCE

Volvo Sweden's digital transformation

06 Jan 2021


Volvo Sweden's digital transformation

Andreas Nordfors, Marketing Science Director, GroupM, Sweden


06 Jan 2021


Why mobility matters

Linda Bethea, Head of Marketing, Danone in conversation with Nancy Tortorella, Chief Client Officer, Wavemaker


06 Jan 2021


The future of cities

Whitney Fishman, Wavemaker, New York


06 Jan 2021


Ad break: Toyota's Heroic Medal

Sam Lewis, Managing Director & Partner, The&Partnership, London


06 Jan 2021


A masterclass on luxury automotive marketing

Jon Pearce, Chief Creative Officer, Hudson Rouge


06 Jan 2021


Ad break: How to shoot a car ad in lockdown for BMW

Pedro Ferreira, Executive Creative Director, and Jose Quintela, Creative Director, VMLY&R, Lisbon


06 Jan 2021


Future of movement

Malcolm Gladwell and Kumar Galhotra, President, Americas & International Markets Group, Ford in conversation with Robert Guay, CEO, GTB

Media in the future of mobility

06 Jan 2021


Media in the future of mobility

Clarence Mak, President, Mars Wrigley China, Guangzhou in conversation with Meha Verghese, Growth and Innovation Lead, MediaCom China, Shanghai


06 Jan 2021


Ad break: Gillette's The Barbershop Girls of India

Sandipan Bhattacharyya, Managing Director & Chief Creative Officer, Grey, Mumbai


06 Jan 2021


Accelerating the future of mobility

Jens Monsees, CEO, WPP AUNZ in conversation with Lee Simpson, CEO, WhiteGrey


06 Jan 2021


Mobility as a service

Giles Graham, Global Automotive Director, Xaxis


06 Jan 2021


Banking mobility with Itaú

Carolina Belzunce, Itaú Argentina in conversation with Diego Medvedocky, Grey LATAM



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The future of mobility: media consumption

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04 Dec 2019

Mobility Futures

How transportation will be defined by the world's great cities


02 Dec 2019

Ride-hailing goes global

International contenders take on Silicon Valley


26 Nov 2019

Mobility innovations driving change

The many factors reshaping the way we move


07 May 2019

Volvo's Living Seawall

Grey scored a Silver Cannes Lion in the Design category for its work on the Living Seawall for Volvo

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01 Jul 2018

Ogilvy, Eyes Japan and Uber Eats' Smart Spokes

Gyrokinetic LED systems transform wheels into digital screens

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