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Adnext2012	
  |	
  jus/n	
  spra3	
  |	
  quirk	
  
A thought experiment:
Try and think of an ad
campaign that could not
be made better by digital


                        jus/n	
  spra3	
  |	
  quirk	
  
<video:	
  rei	
  animoto>	
  




                                 jus/n	
  spra3	
  |	
  quirk	
  
So what
does this
 mean?



            jus/n	
  spra3	
  |	
  quirk	
  
meets   Madison
The Valley
                     Avenue




                               jus/n	
  spra3	
  |	
  quirk	
  
Faceoff
Geek Creative
Shit. That
won’t work.
  Will it?




              jus/n	
  spra3	
  |	
  quirk	
  
The truth is
these two types of people
are actually not that
different


                        jus/n	
  spra3	
  |	
  quirk	
  
Their shared
psychographic:
1.  Hacker (make-better) mentality
2.  Strong desire to create stuff
3.  Ability to think abstractly



                                jus/n	
  spra3	
  |	
  quirk	
  
So what
does this
mean for
 clients?



            jus/n	
  spra3	
  |	
  quirk	
  
You will be seeing Developers
and User Experience people
at briefing sessions and
pitches increasingly




                           jus/n	
  spra3	
  |	
  quirk	
  
What
does this
mean for
Agencies?



            jus/n	
  spra3	
  |	
  quirk	
  
Creative Directors will grow
out of the Developer and
User Experience disciplines.




                           jus/n	
  spra3	
  |	
  quirk	
  
You will, in time, employ
math majors and statisticians.
You will employ people with
deep social sciences
experience.


                           jus/n	
  spra3	
  |	
  quirk	
  
In the US we are seeing
“Interactive Creative Directors”

Essentially people with developer or
user interface design experience




                                   jus/n	
  spra3	
  |	
  quirk	
  
Oh. And your production complexity
just increased by an order of
magnitude.




                                jus/n	
  spra3	
  |	
  quirk	
  
Collaboration Mind-Woodstock




                               jus/n	
  spra3	
  |	
  quirk	
  
“The Minimum
      Viable Brief”




jus/n	
  spra3	
  |	
  quirk	
  
Agile Production




                   jus/n	
  spra3	
  |	
  quirk	
  
Letting data
  inspire a
creative brief




                 jus/n	
  spra3	
  |	
  quirk	
  
Hackathons




             jus/n	
  spra3	
  |	
  quirk	
  
Iterating Creative
“Always in Beta”




                     jus/n	
  spra3	
  |	
  quirk	
  
“Most advertising is still oriented around a
        ‘launch and leave it’
        As marketers get deeper into platform & app
        development, it’s 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	
  
Any sufficiently advanced technology
is indistinguishable from magic

                           Arthur C. Clarke




                                    jus/n	
  spra3	
  |	
  quirk	
  
Thank you
          /fin.



twitter.com/justinspratt

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