Art & Code
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The document discusses how digital technology is changing advertising and the skills needed at creative agencies. It notes that developers and user experience professionals will increasingly be involved in client briefing sessions and pitches. Creative directors will come from backgrounds in development and user experience. Agencies will need to employ people with skills in areas like math, statistics, and social sciences. Collaboration, experimentation, and iterating ideas quickly based on data will be important approaches.
Art & Code
- 1. Adnext2012 | jus/n spra3 | quirk
- 2. A thought experiment: Try and think of an ad campaign that could not be made better by digital jus/n spra3 | quirk
- 3. <video: rei animoto> jus/n spra3 | quirk
- 4. So what does this mean? jus/n spra3 | quirk
- 5. meets Madison The Valley Avenue jus/n spra3 | quirk
- 7. Shit. That wont work. Will it? jus/n spra3 | quirk
- 8. The truth is these two types of people are actually not that different jus/n spra3 | quirk
- 9. Their shared psychographic: 1. Hacker (make-better) mentality 2. Strong desire to create stuff 3. Ability to think abstractly jus/n spra3 | quirk
- 10. So what does this mean for clients? jus/n spra3 | quirk
- 11. You will be seeing Developers and User Experience people at brie鍖ng sessions and pitches increasingly jus/n spra3 | quirk
- 12. What does this mean for Agencies? jus/n spra3 | quirk
- 13. Creative Directors will grow out of the Developer and User Experience disciplines. jus/n spra3 | quirk
- 14. You will, in time, employ math majors and statisticians. You will employ people with deep social sciences experience. jus/n spra3 | quirk
- 15. In the US we are seeing Interactive Creative Directors Essentially people with developer or user interface design experience jus/n spra3 | quirk
- 16. Oh. And your production complexity just increased by an order of magnitude. jus/n spra3 | quirk
- 17. Collaboration Mind-Woodstock jus/n spra3 | quirk
- 18. The Minimum Viable Brief jus/n spra3 | quirk
- 19. Agile Production jus/n spra3 | quirk
- 20. Letting data inspire a creative brief jus/n spra3 | quirk
- 21. Hackathons jus/n spra3 | quirk
- 22. Iterating Creative Always in Beta jus/n spra3 | quirk
- 23. Most advertising is still oriented around a launch and leave it As marketers get deeper into platform & app development, its important that our thinking shifts. We need to get things to market and learn faster. Do it cheaper, leaner, and more collaboratively. Find ways to operationalise hacking & experimentation Winston Binch, Chief Digital Officer at Deutsch LA Sits on the Google Creative Council jus/n spra3 | quirk
- 24. Any suf鍖ciently advanced technology is indistinguishable from magic Arthur C. Clarke jus/n spra3 | quirk
- 25. Thank you /fin. twitter.com/justinspratt