American tech company HP and its media agency PHD, have partnered with VICE and The Economist to produce a content series titled ‘Future X’. The series will explore the trends shaping the workforce and work styles of the future. Live on VICE in Singapore, Australia, Korea and India, the series aims to bring together professionals from various industries and HP, as well as digital evangelists to discuss how technology can transform experiences for the future workforce and enable succession in the digital economy. 'Future X' will also provide businesses with relevant insights and thought-provoking discussions that looks to predict the future of work, from both an employer and employee’s perspective.
This comes as technology companies have advanced their product lines accordingly, upon recognising that today’s professionals – be it employees or business leaders – are facing constant changes such as the move away from traditional working hours and the introduction of remote working.
In a statement to Marketing, a PHD spokesperson said VICE and The Economist were picked as content partners as ‘Future X’ would be a relevant content theme to these publishers' audience base. According to the spokesperson, the content series will be marketed on both VICE's and The Economist's social properties.
Emma Richards, HP’s communications lead, Asia, said the 'Future X' content series is a way to elevate transformational thought leadership and evolve the ongoing dialogue HP has been leading around the Future of Work. "The partnership with VICE and The Economist will allow us to further reach our audiences and increase brand and product awareness in a highly engaged yet non-invasive manner. Ultimately, this partnership will strengthen our position and demonstrate how technology can empower the workforce,” she added.
Meanwhile, Rachelle Hansen, business director on the HP business at PHD Singapore, said this campaign was the result of great thinking and partnerships coming to life to create a unique, curated experience for their audience. "We wanted to engage the best audiences, in the right context, showcasing the product’s features and HP’s commitment to helping shape the future practices of workforces,’’ she added.
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