Cameron Worth, CEO and founder of SharpEnd - The Agency of Things™ answers our rapid-fire questions. 

Introduce and sell us your company in no more than 280 characters. 

SharpEnd launched in 2015 as the world’s first Internet of Things agency and we focus on connected packaging and retail innovation. 

Where are your company’s locations? Are there any specific challenges or advantages relating to your geographical location that you could tell us about? 

We’re based in London, but we deliver innovation programmes across the globe. With all the political uncertainty, many think that talent is drying up, but it isn’t. London is still the home of creativity and innovation, with a wealth of tech talent on offer. 

Tell us a surprising fact about the market you work in. 

The rules of brand building are the same as they were 100 years ago – only the formats have changed. Brands still need to authentically show up in spaces where their consumers are interacting, and they need the foresight to work with partners who know what’s coming next. 

At Packaging Europe we like to watch trends and areas of innovation as they evolve. Can you tell us something we might not be aware of that is driving technology in your sphere? 

You might not think it, but the most important piece of tech to watch is still the mobile phone. Handset manufacturers across the board are developing the tech to better connect consumers with their products, through relevant, app-less experiences. In the short to mid term, it’s these devices that are powering new ways to engage, from NFC to AR and beyond. 

What would you say is the biggest common misconception that you encounter in your business? 

People often view innovation as a technical challenge whereas they should view it as a creative opportunity. Our work has shown that truly successful consumer engagement happens when you focus on the consumer, and not the technology as the end point.   

If the wider packaging industry could be transformed in some way, what kind of change would you like to see? 

There needs to be a focus on creativity and innovation, as opposed to design. Packaging is a fairly analogue industry, and we need to do more to embrace the connected consumer. The more we can connect consumers with their products, the greater the value is for all parties.      

…and how do you envisage your company changing the industry in the coming years? 

We’re supporting our clients as they build their brands in a connected world and our job will always be to keep them at the forefront of what’s coming next. We want to continue to create innovative ways for our clients to connect and engage with their consumers.