Earlier this year, I spent two weeks working with Saher Sidhom, Head of IP and Innovation at AMV BBDO in London. Saher is living what we all talk about doing: experimenting and innovating for brands. This means technology, yes. And Saher is getting elbow deep in Arduino components on a daily basis. But this also means new business models, contracts, and working with brands that are expansive, that want you to have an experience that is “on-brand” and share in that experience, not just listen to them bark a message through their megaphone.