R/GA’s Anthony Baker to share his know-how at #ICEEfest, in Bucharest 

The organizers of ICEEFest (Interactive Central & Eastern Europe Festival) announced that Anthony Baker, Technological Director R/GA London, joins the line-up of speakers who will share their know-how during the event which will bring together, in Bucharest, on June 11-12, professionals from all over CEE and not only.

Recently, in an article for The Guardian, Anthony was writing that connected spaces are the next step for the internet of things (IoT).

In his article, Anthony explained that the basic principle behind IoT is to connect every possible electronic device to the existing internet infrastructure, making them smarter and more useful.  He also pointed out that there is a catch with IoT, which still relies on mobile devices and digital screens in general and on mobile interaction behaviors, without changing the way people interact with digital.

In Baker’s opinion, the connectivity concept goes way beyond the mobile devices and digital screens, with potential to lead people to a more interesting place, namely the connected spaces. In the article for The Guardian, Baker says:

Connected spaces can truly change the way we interact with our world. As the intersection between the digital and the physical continues to blur, our environments could really start to create more accurate, engaging and useful experiences. (…)

Connected spaces will rely on a myriad of connectivity protocols, platforms and technologies. Native applications, web experiences, lighting, sound, environment, architecture – all will be a part of the connected experience. As a result, agencies and brands will need to diversify and work with interdisciplinary teams across different environments, platforms and technologies.

As a Technology Director at R/GA London, Anthony works with interdisciplinary teams across accounts, platforms and projects, to deliver innovative, scalable and high quality digital solutions. Anthony works with clients and stakeholders to define scope and cost technical solutions, ensuring feasibility and delivery.

Since joining R/GA in 2011, Anthony has been promoting modern development practices through fast-paced and highly productive creative prototyping, which are changing the way digital solutions are scoped, created and delivered. Additionally, he also leads the R/GA London’s Lab, where digital interactions are explored in the physical space, providing an ideal space for new business and client strategy conversations.

During his time working at R/GA, Anthony has been part of several cutting-edge, award-winning projects for brands like Beats By Dr. Dre, Google, BBC, Nokia & Microsoft, Ray-Ban and Telefonica O2.

R/GA, the agency for the connected age, develops products, services and communications to help grow our clients’ brands and businesses. Founded in 1977, the agency has been a pioneer at the intersection of technology, design and marketing with work spanning web, mobile, social, retail, product innovation, brand development and business consulting for the connected age. R/GA has more than 1,400 employees globally with offices across the United States, Europe, South America, and Asia-Pacific and is part of The Interpublic Group of Companies (NYSE: IPG), one of the world’s largest advertising and marketing services organizations.

ICEEfest – Interactive Central and Eastern Europe Festival – attracts thousands of marketers, agency people & online media enthusiasts from all over Europe since 2008. The CE Europe’s premium Digital Marketing event takes place in Bucharest, the capital of Romania.

This year’s ICEEfest will include, besides inspirational presentations and applied workshops, 2 distinct satellite-events, namely Viral Music Night on June 11th and Viral Movie Night on 12th. Also, “200 Seconds of Fame” start-up competition will continue during this year’s festival. In the same time, in the context of the festival, there will take place the Romanian edition of IAB MIXX awards.

The MC of the festival will be the British actor and comedian Jeff Leach.

ICEEfest is organized by Think Digital Group with support from IAB Europe and tickets are available on event’s official website, www.ICEEfest.com.

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