Mohamad Jawhar, Executive Creative Director of Serviceplan Group Middle East, shares his views on the application of Virtual Reality and how the technology can be positively harnessed by creative marketers for highly effective campaigns.

Virtual Reality is here to stay and is very quickly moving beyond a “cool technology” that an entire campaign rests on, to become a valuable component in integrated communications. The question is, how can we harness the full commercial potential of VR, so it’s not simply a gimmick, but an effective tool for engagement with consumers, resulting in stellar sales success? Read more