ݺߣ

ݺߣShare a Scribd company logo
Technology disrupting the
Advertising Agency
Creative Process
Hello! I?m Ricardo Diaz.


Director of Creative Technology
at TBWACHIATDAY LA
Who am I? What do I do?
Who am I? What do I do?

1. Computer Science Degree. Started at a Production company.
Who am I? What do I do?

1. Computer Science Degree. Started at a Production company.
2. Run the Digital Development Team / Creative Technology Lab
Who am I? What do I do?

1. Computer Science Degree. Started at a Production company.
2. Run the Digital Development Team / Creative Technology Lab
3. Change Agent, with the help of my friends (EPs, Creatives, etc).
The Digital Evolution
Work?ow  Then
      PLANNING           CREATIVE              PRODUCTION            USER EXPERIENCE




      a.                b.                c.                  d.                  e.           f.          g.            h.



INSIGHT & BRAND   CREATIVE          SCOPING &           CREATIVE           INTERACTIVE   REVIEW &     QUALITY     RELEASE
PLATFORM          CONCEPTING        PLANNING            PRODUCTION         DEVELOPMENT   REFINEMENT   ASSURANCE   MEASUREMENT
DEVELOPMENT                                                                                                       & OPTIMIZATION
Work?ow  Now
      PLANNING           CREATIVE              PRODUCTION            USER EXPERIENCE




      a.                b.                c.                  d.                  e.           f.          g.            h.



INSIGHT & BRAND   CREATIVE          SCOPING &           CREATIVE           INTERACTIVE   REVIEW &     QUALITY     RELEASE
PLATFORM          CONCEPTING        PLANNING            PRODUCTION         DEVELOPMENT   REFINEMENT   ASSURANCE   MEASUREMENT
DEVELOPMENT                                                                                                       & OPTIMIZATION
Creative Technologist?
Creative Technologist?

1. Years of experience building various types of digital projects.
Creative Technologist?

1. Years of experience building various types of digital projects.
2. Senior most technical position on my team.
Creative Technologist?

1. Years of experience building various types of digital projects.
2. Senior most technical position on my team.
3. Blend of Creative, Strategic, Branding and Business mind.
Creative Technologist?

1. Years of experience building various types of digital projects.
2. Senior most technical position on my team.
3. Blend of Creative, Strategic, Branding and Business mind.
4. Introducing technology trends, dealing with the craziness, and
?nding solutions.
Case Studies
Pepsi  To The Max
Pepsi  To The Max
Pepsi  To The Max
Kraft  Anything Dressing
Kraft  Anything Dressing
Kraft  Anything Dressing
Kraft  Anything Dressing
Grammys 2011  Music is
Life is Music
Grammys  Music Is Life
Grammys  Music Is Life
TBWA  Projeqt
TBWA  Projeqt
TBWA  Projeqt
TBWA  Insight Engine
TBWA  Insight Engine
TBWA  Our Prototypes
TBWA  Prototypes
WORLDWIDE
More than 700 digital staff
WORLDWIDE



       CT
       CREATIVE TECH
                       UX
                       DESIGN
                                   EC
                                   ECOMMERCE
                                               CO
                                               CONTENT
                                                              SM
                                                              SOCIAL MEDIA
                                                                             MB
                                                                             MOBILE




       IP
       PLATFORMS
                       AN
                       ANALYTICS
                                   SE
                                   SEO + SEM
                                               AB
                                               BEHAVIOR LAB
                                                              PR
                                                              PRODUCTION
                                                                             +
                                                                             PARTNERSHIPS
WORLDWIDE




                                                                           GameLab


  CT
  CREATIVE TECH
                    UX
                    DESIGN
                                 EC
                                 ECOMMERCE
                                             CO
                                             CONTENT
                                                            SM
                                                            SOCIAL MEDIA
                                                                            MB
                                                                            MOBILE




  IP
  PLATFORMS
                    AN
                    ANALYTICS
                                 SE
                                 SEO + SEM
                                             AB
                                             BEHAVIOR LAB
                                                            PR
                                                            PRODUCTION
                                                                            +
                                                                            PARTNERSHIPS




                  businessarts   Engage      ABL                           plus +
In Conclusion
Our tools are continually expanding.
Foster a Community of Curiosity.
Brands getting into Products &
Services.
Media is just any space between a
brand and the audience - Lee Clow
Thank You


@ricardodiaz

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