Digital strategies are no tall order

Former basketball player Tim Andree, who is now VP of Dentsu Inc, shares his game plan

When a harried shopper goes to buy a T-shirt at a Uniqlo store but is faced with a dizzying array of hundreds of designs, how does she choose?

A company called Dentsu Aegis has come up with a novel solution: The shopper can put a digital device over her head, watch a short video, and the device records brain waves reacting to the video. Then, it recommends a few designs based on the device's perception of mood and preferences.