Martin McDonald has always been fascinated by technology and how it can be leveraged to do cool stuff that builds business in truly original and innovative ways. He has been privileged to work with global and start-up brands to develop and leverage emerging technologies since the ‘90s, in no-fail areas such as top-level motor sport (Formula1, WRC, Class1, P1 – both B2B and B2C), through delivering major international events and strategically targeted brand campaigns. In recent years he has advised the senior management of blue chip brands on practical uses of Virtual Reality technology in sectors including automotive, gaming, communications, food, luxury and lifestyle. He is the founder of the business consultancy Parallel66, a co-founder in 2013 of the mobile gaming and virtual reality studio Starship, and in 2016 was invited to join the board as a shareholder of the BAFTA award winning team at Cosmonaut gaming and VR Studios. In motor sport he was the founding commercial director of the U.I.M. Powerboat P1 World Championship where he and his team delivered 50 Grand Prix races in Europe and Africa (he retains his ongoing interest in the sport as a shareholder). His mission is simple: to work with genuinely passionate and courageous people to drive concepts into reality for profit. He does it by being the catalyst for creating ideas, connecting them and people to next-gen technologies for practical application as experiential, engagement, communications and selling tools. Martin welcomes the opportunity to meet you at SiGMA Malta 2016.
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