Our expertise is in creating ideas that communicate to consumers and businesses in the TechStyle sector.

The PlayGroup think tank recently identified that the communications, creative, entertainment and technology business sectors have evolved into one wider sector: TechStyle (technology / lifestyle).

This sector includes business areas such telephony, publishing, music, film, broadcast, fashion, retail, brands, mobile, internet, gaming and the associated supply areas producing, marketing, design, advertising and digital services

There are two key developments that have resulted in the creation of this new, combined, sector

The creation of ‘brands’ in place of ‘products’.
Brands are products that have been given personalities. This has resulted in competition for the consumers pound coming not just from a products’ own sector but also from any product that may have been imbued with a similar personality. i.e. the competition for a film opening may come from the purchase of a premium-packaged lager, a branded pair of jeans or even a new cool middle youth novel. In the TechStyle sector consumers are purchasing as a result of what the brand personality can fulfil as much as for the product itself.

The convergence of technology across sectors. This is providing the consumer with the latest most desirable products. i.e. mobile phones and movies, computer games and DVD, computers and telephony, walkmans and video etc.

All successful businesses within this sector are reliant on ideas to stay ahead of the market. To have great ideas you need to be aware of all inspirations and information that could result in the new idea for your sector. The converging of the communications, creative, entertainment and technology sectors means being aware of what is going on in the wider TechStyle sector is imperative to the production of market leading idea generation.

To participate and compete companies must know and use what it going on in every other sector that targets their consumer.

The PlayGroup provides services in order for agencies, brands, retailers and individuals to create the ideas and innovation that will enable them to become their market leaders.