New Kinetic Unit Looks into the Future

Out-of-home (OoH) media agency Kinetic has formed a new think tank which will explore the impact of changing consumer behaviour, technology and data on the future of communications and commerce.

Kinetic - which is half owned by its management and half by marketing services group WPP - offers data analysis and planning tools to create campaigns which increase the value clients get from OoH media. Since its launch in 2005, the firm has focused on understanding how brands can tap into the link between lifestyles and environments.

The new Kinetic Futures business division will take a long-term view of the media and marketing business and will be headed by Jeremy O'Brien, Managing Director and 'Global Futurist'.

O'Brien has worked in media strategy, planning, buying, insights and research roles at several WPP agencies. He joined Kinetic in 2006, most recently working as Director of Research and Marketing (North America). Prior to this, he held senior media planning roles at MindShare - The WOW Factory and MindShare in Japan.

Global CEO Steve Ridley said that O'Brien's 'unique global background and business experience' make him the logical choice to develop Kinetic Futures.

'Kinetic's business lines touch on many different areas and disciplines, and it's exciting to concentrate on the way these might intersect in the future,' commented O'Brien. 'The divide between the digital and physical worlds is rapidly becoming more permeable, and Kinetic is uniquely positioned to interpret and act on this evolution.'

Web site: www.kineticww.com .