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Monday, March 11 • 11:00am - 12:00pm
Embracing Analog: Why Physical Is Hot

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As we spend ever more time in the digital world, what's becoming increasingly valued is the time we do NOT spend online or in front of a screen—the time we spend with real people and real things. As JWT observed in its Trends for 2012 report, "people are fetishizing the physical and the tactile." It's not that we're abandoning digital—far from it. But as we buy ever more apps and ebooks and downloads, as digital screens become our default interface with the world, we seem increasingly to seek out physical objects and experiences.
To find out why, Frank Rose and JWT Intelligence have designed a study to assess the emotional value we attach to physical objects as opposed to their digital or virtual counterparts. Using standard association techniques, we are measuring unconscious emotional reactions to various things—including books, music, photographs, and other people—in physical and digital form. The results will be presented and analyzed for the first time at SXSW.
View official listing on sxsw.com

avatar for Ann Mack

Ann Mack

Dir of TrendspottingJWTAnn Mack oversees global trendspotting for JWT where she and her team help brands turn shifts in the zeitgeist—related to everything from technology, gaming and globalization to retail, philanthropy and the environment—into opportunities. Ann has worked... Read More →
avatar for Frank Rose

Frank Rose

CorrespondentWiredFrank Rose is the author of The Art of Immersion: How the Digital Generation is Remaking Hollywood, Madison Avenue, and the Way We Tell Stories. He speaks frequently about the impact of technology on entertainment, advertising, and society, which he covered for more... Read More →
avatar for Paul Woolmington

Paul Woolmington

Founding PartnerNaked CommunicationsPAUL WOOLMINGTON

Monday March 11, 2013 11:00am - 12:00pm CDT
Hyatt Regency Austin, Texas Ballroom 1-4

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