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.
WPP TV: Mobility Special
06 Jan 2021
09:32
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
11:21
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
03:05
Ad break: Toyota's Rav4 plugin hybrid
Joachim Medalen, Managing Director, The&Partnership, Nordics
06 Jan 2021
11:41
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
06 Jan 2021
04:32
Volvo Sweden's digital transformation
Andreas Nordfors, Marketing Science Director, GroupM, Sweden
06 Jan 2021
12:57
Why mobility matters
Linda Bethea, Head of Marketing, Danone in conversation with Nancy Tortorella, Chief Client Officer, Wavemaker
06 Jan 2021
05:07
The future of cities
Whitney Fishman, Wavemaker, New York
06 Jan 2021
02:54
Ad break: Toyota's Heroic Medal
Sam Lewis, Managing Director & Partner, The&Partnership, London
06 Jan 2021
07:52
A masterclass on luxury automotive marketing
Jon Pearce, Chief Creative Officer, Hudson Rouge
06 Jan 2021
01:47
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
15:04
Future of movement
Malcolm Gladwell and Kumar Galhotra, President, Americas & International Markets Group, Ford in conversation with Robert Guay, CEO, GTB
06 Jan 2021
14:21
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
04:28
Ad break: Gillette's The Barbershop Girls of India
Sandipan Bhattacharyya, Managing Director & Chief Creative Officer, Grey, Mumbai
06 Jan 2021
14:43
Accelerating the future of mobility
Jens Monsees, CEO, WPP AUNZ in conversation with Lee Simpson, CEO, WhiteGrey
06 Jan 2021
13:21
Mobility as a service
Giles Graham, Global Automotive Director, Xaxis
06 Jan 2021
11:27
Banking mobility with Itaú
Carolina Belzunce, Itaú Argentina in conversation with Diego Medvedocky, Grey LATAM
MORE MOBILITY THINKING & IDEAS
How all companies will become mobility companies
From a category of transportation to a pervasive platform impacting all kinds of business models and brand experiences
29 Jun 2020
The future of mobility: opportunities for brands
Creating a valuable in-vehicle consumer experience
16 Jun 2020
The future of mobility: media consumption
Self-driving vehicles as a new consumer space
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
01 Jul 2018
Ogilvy, Eyes Japan and Uber Eats' Smart Spokes
Gyrokinetic LED systems transform wheels into digital screens