This was the keynote I gave at ADMA Global Forum 2013, in Sydney, Australia. I discussed reasons why agencies are struggling with creating digital ideas, and suggests methods for increasing collaboration between creatives and technologists within agencies of all kinds. (ADMA Global Forum, August 8th 2013)

1. UNITE OR DIE:
How agency success depends
on art + science.
HUSANI S. OAKLEY
WIEDEN + KENNEDY NY
8 AUG 2013

2. PROLOGUE

3. 1
The world has
changed.
2
Creating work.
3
Change your
agency.

4. 70% for agencies, 30% for brands.

5. FPO
FPO

6. Why?

7. ACT 1:
“The world has changed.”
- J.R.R. Tolkien

8. We’ve gone from

15. Why?

16. Andy Grove.
Robert Noyce.
Gordon Moore.

17. That guy.

18. !
Moore’s Law.
Semi-conductor density on computer
chips doubles every eighteen months.
!
That’s logarithmic.

19. SOURCE: Wikipedia, http://husani.it/8797sd

20. SOURCE: Wikipedia, http://husani.it/jdj7sd

21. SOURCE: Singularity.com, http://husani.it/jdj7sd

23. So what?

24. !
Moore’s Law
is logarithmic.

31. "
Technology: not just for
nerds anymore.

32. The
Skyscraper.

37. !
Moore’s Law
is logarithmic.

38. ACT 2:
“Well, I like to do things
the old-fashioned way.”
- James Bond, “Skyfall”

43. ...and digital?

45. #I
NSE
RT
S
QU
ARE
PEG
S
HER
E
#

46. "
The Internet is not
television in a different box.

50. In other words

51. !
The medium is
the message.
The medium affects society not only by the
content, but the nature of the medium itself.

53. Change is hard.

55. We also need

56. user experience
designers

57. analytics specialists

58. devops

59. quality assurance

60. Developers.

61. !
A developer
makes things.
Websites, apps, physical computing, and
more. A developer is not IT.

63. "
A good developer
keeps up.

67. "
Details matter.

70. ACT 3:
“Free your mind and your
ass will follow.”
- Funkadelic

73. Because
change is hard.

74. Process

76. "
Technology groups should
be involved on Day Two.

78. "
Developers should be
inside the creative
department.

80. "
Technical leaders should
be creative thinkers.

82. "
Make prototypes
early and often.

83. Create a culture of

84. exploration

85. "
Have a hackathon. Invite the client.
creatives and
technologists
!
a brief
!
24 hours

86. exposure

87. "
Keep track of what’s happening.
find great work
write about it
!
share

88. enhancement

89. "
Conferences are much more than
funny acronyms.
!
EYEO
!
XOXO
!
SXSW

90. exercise

91. "
Always be coding. Ship,
ship, ship.

94. excellence

95. "
Celebrate creatives who extend their
thinking, and technologists who help tell
stories.

96. EPILOGUE
“Game’s the same. Just got
more fierce.”
- Slim Charles, The Wire

97. " FOR AGENCIES:
Use technology to enable and
strengthen storytelling.
Treat developers like they’re from the
future. After all, they’re the ones creating it.
Unite or die.

98. " FOR BRANDS:
Demand that your agency speaks the
language of the now, not the then.
And when they do - listen to them.
Don’t let your internal IT groups set the
rules. It’s your brand - own it.

99. Thanks for listening.