This document discusses how technology is disrupting the creative process in advertising agencies. It introduces Ricardo Diaz, the director of creative technology at TBWA\CHIAT\DAY LA, who runs the digital development team and creative technology lab. It outlines how the workflow for planning, creative work, production, and user experience has evolved to be more integrated. It also provides examples of digital projects and prototypes created by TBWA for brands like Pepsi, Kraft, and the Grammys, and discusses how TBWA has over 700 digital staff working around the world.