The problem with most trend reports is that they are usually US-centric, often seem like science fiction and have little relevance to brands.

That was the view of MullenLowe group digital director Mark Haycock at his self-confessed “anti-trend” presentation for the 9 for 2019: Trends That Matter To Asia event run by MullenLowe in Singapore recently.

But that doesn’t always have to be the case. Haycock pointed to tech developments happening of late – and how these relate to brands in Asia:

Trend 1: Avatars with gravitas