I’m not the biggest fan of TV but decided the other evening to see what it had to offer. I was quite surprised to find that between shows a giant barcode appeared on the screen. For those not familiar with the Quick Response (QR) code, it contains a lot more information than the barcode on the back of your weekly shopping. Designed to be used with a Smartphone, it allows you to access more information, linking you to a page where the information is stored. More common in Japan, its use is rapidly growing in the UK and you’ll start to see a lot more of them whether on billboards, magazines or adverts. Marketing and communication professionals need to make sure they fully understand it before advising clients of its use in their campaigns. It’ll be a while before it reaches its full potential but with Smartphone sales increasing month on month, it might be sooner than we think.