The group says Kinetic Futures will “explore the impact of changing consumer behavior, the increasingly ubiquitous technology, and proliferating data on the future of communications and commerce.”
The creation of the new business group comes on the heels of the appointment earlier this year of global CEO Steve Ridley. It will be based in New York alongside Kinetic’s global office and headed up by Jeremy O’Brien, who takes on the role of managing director and global futurist.
Ridley says: “Kinetic has always been a very forward-looking company, and it is a testament to our vision and success that we are dedicating ourselves to exploring the far future of our business.
O’Brien adds: “People today are increasingly capable of acting on the rich commercial and personal data available in the cloud while on the move, and this has incited a sea change in marketing and commerce that is as intrinsic to ’offline’ as it is to ’online.’ 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.”