Augmented reality in advertising: Managing expectations in agency–client relationships around the use of emerging technologies

Chapter 3, by Syarifah Nurleyana Wafa, Julie Bilby, and Lukas Parker, focuses on augmented reality (AR) in advertising through detailed empirical research. What does innovating look like in agencies? The chapter examines the complexities of managing expectations within agency-client relationships as emerging technologies, such as AR, influence campaign development. The authors provide a valuable typology of AR applications, highlighting both the current state and future directions of AR in advertising. Their analysis examines the critical dynamics of agency-client relationships, emphasising the adoption and integration of advanced technologies in creative campaigns. The chapter explores how the industry navigates these disruptions while maintaining the delicate balance in agency-client partnerships. Wafa, Bilby, and Parker also offer theoretical insights into the decision-making processes of incorporating innovative technologies in brand communications, considering factors like risk appetite, confidence levels, knowledge, power, and expertise. The chapter serves as a reflective point on how disruptive digital technologies impact the dynamics within advertising organisations. It details how agencies and clients position themselves amidst innovation cycles and digital-tech trends, aiming for effective marketing and creative distinction.