We spoke with Kaan Aydogmus, founder of Magnetic London, a full-service creative agency based in London. Formed in 2011, Aydogmus and Magnetic London have worked with clients such as WWF, eHarmony and Berlitz, delivering an array of unique digital and print projects. In 2015, Magnetic added ZapWorks to their tool-kit. Two years later, they are one of the leading agencies in the UK for creating AR experiences, helping their clients to distinguish themselves by adding an immersive, experiential layer to their print marketing materials.
By Max Dawes, Marketing Director,
MD: Tell us first about Magnetic. How would you describe yourself and your creative talent?
KA: We have a team of designers working across a range of different disciplines to bring our knowledge and skills to our clients. Our main design expertise lies in graphic design (logo design, web design and print design such as brochures, leaflets, posters), but we also offer design consultancy, digital design for social media and of course, designing for augmented reality.
MD: And why did AR come into the picture? What did it mean for your creative capabilities?
KA: In our early days, we were still focusing on establishing ourselves in the creative world and growing our portfolio of clients. However, we didn’t want to just be another design agency in east London—we wanted to prove we were ahead of the trends, that we were innovative, and that we were always ready to adopt the latest technology to help brands succeed. Augmented Reality allowed us to offer something completely new and unique to our clients, and give them something that not many other agencies could.
MD: What were the considerations that lead you to jump in and adopt AR, specifically what you were seeing in the industry and the broader client landscape?
KA: It was obvious that media consumption was changing dramatically, with people constantly on their phones. The buying process was also shifting rapidly, with the decision making process now being done through small screens as opposed to actually visiting stores. This meant that people needed bite size, easy to consume information and augmented reality became the natural progression into this new ad tech space.
"Augmented Reality allowed us to offer something completely new and unique to our clients, and give them something that not many other agencies could."
MD: How did that change your company? For example, how did that affect how you thought about the skills and key competencies of your creative team?
KA: When hiring new staff, one of the key things we look for is awareness of technological trends and advances. We want to build a team who not only know and understand the latest
As for skills and key competencies, Augmented Reality projects require a seamless integration to blend the printed and digital material. Therefore, we need designers who are capable of envisaging campaigns that effortlessly combine printed assets and digital content. Having an interest and awareness in technology helps ensure a sleek synergy between the two.
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MD: Why did you go with
"Augmented Reality technology has allowed design to be felt and experienced, as opposed to just seen and observed."
MD: What do you think of the future of advertising and branding with AR? Why is it such an integral component in the messaging and format mix?
KA: Design has gone interactive. People value experiences, and they now want to fully immerse themselves in different experiences to actually feel a part of something. By offering engaging and exciting augmented content, design is no longer something we see, but something we experience. Augmented Reality technology has allowed
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