What's A Creative Tech PT2

WHAT IS A CREATIVE TECHNOLOGIST

A SHORT PRESENTATION BY

ANDY NEWMAN @CANOFPOPCOM

2

1Friday, 11 January 13

AGENCY STRUCTUREMAPPING THE SILOS WITHIN INTEGRATED AGENCIES

*SIMPLIFIED


THE CREATIVE DEPARTMENTAGENCY

ArtDesign

Direction

CopyContentWriter

Creative Heads


CREATIVE DEPARTMENTDIGITAL

ArtDesign

Direction

CopyContentWriter

CreativeHeads

UX/AIOther


PRODUCTIONCREATIVE AGENCY

Heads

Designers Art-workers

Specialist

TelevisionRadio


PRODUCTIONDIGITAL

Leads

Back End Team

Front End Team

Testing

Interactive dev


Traditional Digital

Studio

THE FLOWTHE AGE OF SILO

Print EmailsSites BannersTV Radio

Client Services

Development

Brief Brief

Limited Interaction

Studio exclusively concerned with pre-digital disciplines.

Development Team consisting of digital specialists little project interaction with traditional counterparts.

Linear “waterfall” process - Complaints of lack of early stage or client involvement during planing / creative stages of project.

Focused on the big campaign ideas across, traditional

channels, desire to do digital but often fed to digital (via client services) with mixed

results.

Often receive campaign ideas from Traditional and are then tasked with coming up with executions based on diminished (leftover) budgets & timings.


Digital

Sites

Traditional

Outdoor

Studio

THE FLOWTHE LINES BETWEEN TRADITIONAL & DIGITAL BEGIN TO BLUR

Print Radio TV

Brief

Client Services

Development

Mobile

E-ComBanners SearchEmails Social Apps

Interaction increases but silo’s (process & mindsets) remain

Increasingly tasked with digital asset production as well as remaining traditional disciplines.

Willingness to improve digital skill sets results in higher integration.

Primary focus switches to higher end digital products which require higher levels of collaboration across the silo’s.

Developers also increasingly strive for early project integration, waterfall processes becoming less effective. (often leading to wastage)

Knowledge Share

Increasingly thinking across new touch-points, online video is

now a staple as is Social

Lack of digital production knowledge continues to hinder

progression, often results in frustration & missed

opportunities.

Continuing to push for early project integration.

Increased interaction with traditional counterparts especially in the areas of social & video.

Interestingly can also be prone to limited digital production knowledge.


THE FLOWTHE SILOS WILL FALL (MAYBE)

Ideas Specialists

ExecutionSpecialists

Sites

Outdoor

Print

Radio

TV

Mobile

E-Com

Banners

Search

Emails Social

Apps

Brief BriefClient Services

Digital will no longer be seen as a

separate function in terms of creativity,

least of all by clients & media

distributors.

“Digital Expertise will sit at the heart of

our brand teams and enable us to offer

greater creative ideas and solutions”

Andrea Kilbourne, Digital Director Bauer Media

Agencies are increasingly moving towards

a model which looks something like

what’s demonstrated on the left, although

many are still trying to figure out a

process which adapts to the new realities of the integrated landscape.

http://www.marketingmag.com.au/blogs/

the-full-service-agency-is-dead-long-live-

the-full-service-agency-14668/

“We haven’t got big, old-fashioned ad

agencies who just do TV ads and have a

separate digital silo”

David Jones, Havas CEO, talking about restructuring Euro RSCG

“Target right audience, tell a relevant story,

immersion across screens and measure impact”

Peter Crofut, Google

Budget should also be reorganised out of channel silos and into new cross-platform teams organised around consumer segments, with experts on the

relevant media, channels and devices for that

particular vertical.

Corinne Munchbach,

ProductDesign


http://www.marketingmag.com.au/blogs/the-full-service-agency-is-dead-long-live-the-full-service-agency-14668/






Hipsters Hackers

THE FLOWIN SHORT

Hustlers

Every company needs 3 people types:

Strategy Compensation

PlanningClient Relationship

Business

StorytellingIdeas

SolutionsDesign

Culturally aware

ProductionBuildersMakers

Producers

Rei Inamoto: Chief Creative Officer AKQA - Speaking at SXSW / CREATIVE WEEK NYC 2012


THE FLOWIN SHORT

Hipster

HackerHustler

And they need to mingle & interact as often as possible

Rei Inamoto: Chief Creative Officer AKQA - Speaking at SXSW / CREATIVE WEEK NYC 2012

Completely vertical organisations do not allow creativity to flourish.


CREATIVE TECHNOLOGISTSO WHERE DOES THE ROLE SIT IN 2013 & IS IT STILL NEEDED?


Text

“Technology is a creative discipline, the agency is now armed with 50 technologists who are an integral part of the creative process,”

TextImage Source - BBH Labs

Scott Prindle , Executive creative technology director, Crispin Porter + Bogusky

THE INDUSTRY SEEMS TO THINK SO

SO IS THE TECHNOLOGIST SIMPLY A HIGHLY TECH SAVVY ART-DIRECTOR?


As technology becomes more ingrained into our everyday lives, it’s only right to expect the next generation of advertising practitioners to have more awareness of exciting

opportunities that exist within creative applications of technology.

MAYBE...IN THE FUTURE THIS MIGHT BE THE CASE.

BUT WHILST THAT TRANSITION TAKES PLACE...14Friday, 11 January 13

Agencies are placing technologists within their creative teams to order to help bridge the knowledge gap between, traditional & technical disciplines.

SO WHAT DOES A CREATIVE TECHNOLOGIST DO?


A CREATIVE TECHNOLOGISTTHINKS

Art Copy

Technologist

The technologist within the team is someone who understands both the business of advertising,

marketing and branding & has a deeper knowledge of the current technologies available.

Is briefed to originate ideas to solve communication problems for clients.

Looks at ideas from angles which an AD, CW, might not, making their ideas better / flagging possible

challenges.

Speaking in plain english, turning computer language into a language that the clients (& client services)

understand.

Source : whatisacreativetechnologist.com / what is a creative technologist - www.slideshare.net/sermad1/creative-technologist

Digital

Traditional

IdeaClient

Services


http://www.slideshare.net


Write Code and make functional software.

Involved in strategic thinking for utilities & platforms.

Build prototypes, working demos.

Enable Agile workflow (if applicable)

Manage relationships with client IT if needed. (events etc).

Bring new technologies into the creative process.


Art Copy

Technologist

Digital

Traditional

Prototype

Client Services

A CREATIVE TECHNOLOGISTMAKES




A CREATIVE TECHNOLOGISTMAKES THE PHYSICAL DIGITAL

http://www.adzag.co/2013/01/08/subaru-minicar-music-player-music-to-drive-safely-by/

http://www.digitalbuzzblog.com/sound-bottle-remixing-everything-it-hears/

http://sametomorrow.com/blog/2012/11/15/projecteo-instagram-projector/

http://www.youtube.com/watch?feature=player_embedded&v=Kp9N2MiJK_g


















A CREATIVE TECHNOLOGISTHELPS MAKE EXPERIENCES

http://www.youtube.com/watch?v=mof-Dq3hvWs http://vimeo.com/52025659#

http://www.theinquirer.net/inquirer/news/2228326/nokia-and-deadmau5-take-over-london-for-lumia-launch

https://www.creativereview.co.uk/cr-blog/2012/september/burberry-mixes-heritage-with-digital-high-tech-in-new-london-store


http://www.youtube.com/watch?v=mof-Dq3hvWs

http://www.youtube.com/watch?v=mof-Dq3hvWs

http://vimeo.com/52025659#

http://vimeo.com/52025659#









CONNECTING THE DOTS - WHERE DOES THE ROLE FIT

Working with creatives developers & client services to maintain collaboration between parties throughout the

lifespan of the idea, from a vision perspective.

Not afraid to get hands dirty, build code (to a production level) and test projects

Advising on new routes, possible technologies, different new idea routes,

pitching demos, prototypes etc.

Leads

Back End Team

Front End Team

Testing

Art Copy

Technologist

Digital

UX

Traditional Idea

Flash Client Services


A CREATIVE TECHNOLOGISTENHANCES TRADITIONAL MEDIA

http://mashable.com/2012/11/28/ipad-mini-print-ads/ http://www.adzag.co/2011/10/24/the-new-vw-beetle-jumps-off-a-billboard-in-this-cool-augmented-reality-campaign/

http://www.geek.com/articles/mobile/koreas-tesco-reinvents-grocery-shopping-with-qr-code-stores-20110628/

http://www.guardian.co.uk/technology/appsblog/2011/jun/22/shazam-funding-tv-tagging


http://mashable.com/2012/11/28/ipad-mini-print-ads/

http://mashable.com/2012/11/28/ipad-mini-print-ads/

http://www.adzag.co/2011/10/24/the-new-vw-beetle-jumps-off-a-billboard-in-this-cool-augmented-reality-campaign/












Milibanned Extension for Google Chrome.

Centralizer Extension for Google ChromePuts the YouTube homepage back into the centre of your browser window.

A CREATIVE TECHNOLOGISTTINKERS


The role also requires he / she to be a filter on new trends in technology, sharing these with the right people in order to inspire and innovate.

Exploring news ways of working and building relationships with stake holders & possible external partners

Bringing in talkers, speakers, running workshops, putting new things into plain sellable english.


A CREATIVE TECHNOLOGISTEDUCATES & SHARES KNOWLEDGE




CONNECTING THE DOTS - THE WIDER PICTURE

A creative technologists core purpose is to generate new ideas & executions with technology in un-expected ways,

this often involves partnering with other areas of business both internally & externally to enhance any creative ideas.

Art Copy

Technologist

Digital

Traditional

Experimental

Partners

PR

Client Services


What's A Creative Tech PT2

Technology

Transcript of What's A Creative Tech PT2