Analysis of emerging Creative Technology marketplace plus strategies for businesses looking to develop their Creative Technology offering. By Matt McNeany, CEO of Code, Omnicom's Creative Technology agency. www.codeworldwide.com

1. Investing In Creative Technology Matt McNeany, Code

2. What is Creative Technology – and is it relevant to you? What are the financial cases? How do you decide what to invest in? And how to make that investment work What I want to do today

3. What is Creative Technology? And why do you need it?

4. The Debate

5. “You cannot now talk about Creativity without talking about Technology”

6. Data Visualisation Business Intelligence Workflow Asset Mngt Analytics Ad serving Ad Builder (e)CRM Digital @ Retail Client Extranet Social Knowledge Management Mobile Cloud Distribution networks html5 Media Management Games “App” Search (Hyper-) Localization Mapping Rich Internet Applications Content Mngt Email Machine Optimization Marketing Automation Enterprise Social Networking Augmented reality NFC

7. Defining Creative Technology New Business Models Creative Technology New ways of Engaging the ‘Audience’ New ways of Working

8. Why this definition matters “It’s like hundreds of baseballs are dropping all around me and I don’t know which one to catch” Hyper Island student The Future of Advertising, Fastcompany, Nov 2010

9. Why this definition matters Different technologies = different business models

10. A (personal) Map of the Creative Technology-osphere

11. Mapping Creative Technology Revenue New ways of Working New ways of Engaging the ‘Audience’ Cost

12. Mapping Creative Technology Revenue Gaming (Hyper-) Localization Digital @ Retail Mobile Social Marketing Automation Web Digital Video Ad Builder Optimization Analytics Augmented Reality iAD (e)CRM Digital Display New ways of Working New ways of Engaging the ‘Audience’ Search Content Mngt Data visualisation Cloud Media Mngt Business Intelligence Distribution Networks API/open architecture Enterprise Social Networking Email html5 Ad Serving Rich Internet Technology Client Extranet iOS Android Chrome OS Workflow Cost Asset Mngt Knowledge Mngt

13. Mapping Creative Technology Revenue Gaming (Hyper-) Localization Digital @ Retail Mobile Social Marketing Automation Web Digital Video Ad Builder Optimization Analytics Augmented Reality iAD (e)CRM Digital Display New ways of Working New ways of Engaging the ‘Audience’ Search Content Mngt Data visualisation Cloud Media Mngt Business Intelligence Distribution Networks API/open architecture Enterprise Social Networking Email html5 Ad Serving Rich Internet Technology Client Extranet iOS Android Chrome OS Workflow Cost Asset Mngt Knowledge Mngt

14. Mapping Creative Technology Revenue Gaming (Hyper-) Localization Digital @ Retail Mobile Social Marketing Automation Web Digital Video Ad Builder Optimization Analytics Augmented Reality iAD (e)CRM Digital Display New ways of Working New ways of Engaging the ‘Audience’ Search Content Mngt Data visualisation Cloud Media Mngt Business Intelligence Distribution Networks API/open architecture Enterprise Social Networking Agency Operating Systems Email html5 Ad Serving Rich Internet Technology Client Extranet iOS Android Chrome OS Workflow Cost Asset Mngt Knowledge Mngt

15. Mapping Creative Technology Revenue Gaming (Hyper-) Localization Digital @ Retail Mobile Social Marketing Automation Web Digital Video Ad Builder Optimization Analytics Augmented Reality iAD (e)CRM Digital Display New ways of Working New ways of Engaging the ‘Audience’ Search Content Mngt Data visualisation Cloud Media Mngt Business Intelligence Distribution Networks API/open architecture Enterprise Social Networking Agency Operating Systems Email html5 Ad Serving Rich Internet Technology Client Extranet iOS Android Chrome OS Workflow Cost Asset Mngt Knowledge Mngt

16. Mapping Creative Technology Revenue Gaming (Hyper-) Localization Digital @ Retail Mobile Social Marketing Automation Web Digital Video Ad Builder Optimization Analytics Augmented Reality iAD (e)CRM Digital Display New ways of Working New ways of Engaging the ‘Audience’ Search Content Mngt Data visualisation Cloud Media Mngt Business Intelligence Distribution Networks API/open architecture Enterprise Social Networking Agency Operating Systems Email html5 Ad Serving Rich Internet Technology Client Extranet iOS Android Chrome OS Workflow Cost Asset Mngt Knowledge Mngt

17. Mapping Creative Technology Revenue Gaming (Hyper-) Localization Digital @ Retail Mobile Social Marketing Automation Web Digital Video Ad Builder Optimization Analytics Augmented Reality iAD (e)CRM Digital Display New ways of Working New ways of Engaging the ‘Audience’ Search Content Mngt Data visualisation Cloud Media Mngt Business Intelligence Distribution Networks API/open architecture Enterprise Social Networking Performance management Email html5 Ad Serving Rich Internet Technology Client Extranet iOS Android Chrome OS Workflow Cost Asset Mngt Knowledge Mngt

18. Mapping Creative Technology Revenue Gaming (Hyper-) Localization Digital @ Retail Mobile Social Marketing Automation Web Digital Video Ad Builder Optimization Analytics Augmented Reality iAD (e)CRM Digital Display New ways of Working New ways of Engaging the ‘Audience’ Search Content Mngt Data visualisation Cloud Media Mngt Business Intelligence Distribution Networks API/open architecture Enterprise Social Networking Performance management Email html5 Ad Serving Rich Internet Technology Client Extranet iOS Android Chrome OS Workflow Cost Asset Mngt Knowledge Mngt

19. Mapping Creative Technology Revenue Gaming (Hyper-) Localization Digital @ Retail Mobile Social Marketing Automation Digital foundation technologies and emerging media platforms Web Digital Video Ad Builder Optimization Analytics Augmented Reality iAD (e)CRM Digital Display New ways of Working New ways of Engaging the ‘Audience’ Search Content Mngt Data visualisation Cloud Media Mngt Business Intelligence Distribution Networks API/open architecture Enterprise Social Networking Email html5 Ad Serving Rich Internet Technology Client Extranet iOS Android Chrome OS Workflow Cost Asset Mngt Knowledge Mngt

20. Mapping Creative Technology Revenue Gaming (Hyper-) Localization Digital @ Retail www.thewildernessdowntown.com Mobile Social Marketing Automation Digital foundation technologies and emerging media platforms Web Digital Video Ad Builder Optimization Analytics Augmented Reality iAD (e)CRM Digital Display New ways of Working New ways of Engaging the ‘Audience’ Search Content Mngt Data visualisation Cloud Media Mngt Business Intelligence Distribution Networks API/open architecture Enterprise Social Networking Email html5 Ad Serving Rich Internet Technology Client Extranet iOS Android Chrome OS Workflow Cost Asset Mngt Knowledge Mngt

21. Mapping Creative Technology Revenue Gaming (Hyper-) Localization Digital @ Retail Mobile Social Marketing Automation Web Digital Video Ad Builder Optimization Analytics Augmented Reality iAD (e)CRM Digital Display New ways of Working New ways of Engaging the ‘Audience’ Search Content Mngt Data visualisation Cloud Media Mngt Business Intelligence Distribution Networks API/open architecture Enterprise Social Networking Email html5 Ad Serving Rich Internet Technology Marketing Content Management & Distribution tools – release value of content; deploy across multiple screens Client Extranet iOS Android Chrome OS Workflow Cost Asset Mngt Knowledge Mngt

22. Mapping Creative Technology Revenue Gaming (Hyper-) Localization Digital @ Retail Mobile Social Marketing Automation Web Digital Video Ad Builder Optimization Analytics Augmented Reality iAD (e)CRM Digital Display New ways of Working New ways of Engaging the ‘Audience’ Search Content Mngt Data visualisation Cloud Media Mngt Business Intelligence Distribution Networks API/open architecture Enterprise Social Networking Email html5 Ad Serving Rich Internet Technology Marketing Content Management & Distribution tools – release value of content; deploy across multiple screens Client Extranet iOS Android Chrome OS Workflow Cost Asset Mngt Knowledge Mngt

23. Mapping Creative Technology Revenue Gaming (Hyper-) Localization Digital @ Retail Mobile Social Marketing Automation Web Digital Video Ad Builder Optimization Analytics Augmented Reality iAD (e)CRM Digital Display New ways of Working New ways of Engaging the ‘Audience’ End-to-end, fully automated, constantly optimized marketing implementation Search Content Mngt Data visualisation Cloud Media Mngt Business Intelligence Distribution Networks API/open architecture Enterprise Social Networking Email html5 Ad Serving Rich Internet Technology Client Extranet iOS Android Chrome OS Workflow Cost Asset Mngt Knowledge Mngt

24. Mapping Creative Technology Revenue Gaming (Hyper-) Localization Digital @ Retail Mobile Social Marketing Automation Web Digital Video Ad Builder Optimization Analytics Augmented Reality iAD (e)CRM Digital Display New ways of Working New ways of Engaging the ‘Audience’ End-to-end, fully automated, constantly optimized marketing implementation Search Content Mngt Data visualisation Cloud Media Mngt Business Intelligence Distribution Networks API/open architecture Enterprise Social Networking Email html5 Ad Serving Rich Internet Technology Client Extranet iOS Android Chrome OS Workflow Cost Asset Mngt Knowledge Mngt

25. Mapping Creative Technology Revenue Gaming (Hyper-) Localization Digital @ Retail Mobile Social Marketing Automation Web Digital Video Ad Builder Optimization Analytics Augmented Reality iAD (e)CRM Digital Display New ways of Working New ways of Engaging the ‘Audience’ End-to-end, fully automated, constantly optimized marketing implementation Search Content Mngt Data visualisation Cloud Media Mngt Business Intelligence Distribution Networks API/open architecture Enterprise Social Networking Email html5 Ad Serving Rich Internet Technology Client Extranet iOS Android Chrome OS Workflow Cost Asset Mngt Knowledge Mngt

26. Mapping Creative Technology Revenue Gaming (Hyper-) Localization Digital @ Retail Mobile Social Marketing Automation Web Digital Video Ad Builder Optimization Analytics Augmented Reality iAD (e)CRM Digital Display New ways of Working New ways of Engaging the ‘Audience’ End-to-end, fully automated, constantly optimized marketing implementation Search Content Mngt Data visualisation Cloud Media Mngt Business Intelligence Distribution Networks API/open architecture Enterprise Social Networking Email html5 Ad Serving Rich Internet Technology Client Extranet iOS Android Chrome OS Workflow Cost Asset Mngt Knowledge Mngt

27. Mapping Creative Technology Revenue Gaming (Hyper-) Localization Digital @ Retail ‘Traditional’ digital media Mobile Social Marketing Automation Web Digital Video Ad Builder Optimization Analytics Augmented Reality iAD (e)CRM Digital Display New ways of Working New ways of Engaging the ‘Audience’ Search Content Mngt Data visualisation Cloud Media Mngt Business Intelligence Distribution Networks API/open architecture Enterprise Social Networking Email html5 Ad Serving Rich Internet Technology Client Extranet iOS Android Chrome OS Workflow Cost Asset Mngt Knowledge Mngt

28. Mapping Creative Technology Revenue Gaming (Hyper-) Localization Digital @ Retail Mobile Social Marketing Automation Web Digital Video Ad Builder Optimization Analytics Augmented Reality iAD (e)CRM Digital Display New ways of Working New ways of Engaging the ‘Audience’ Search Content Mngt ‘Emerging’ digital media Data visualisation Cloud Media Mngt Business Intelligence Distribution Networks API/open architecture Enterprise Social Networking Email html5 Ad Serving Rich Internet Technology Client Extranet iOS Android Chrome OS Workflow Cost Asset Mngt Knowledge Mngt

29. Mapping Creative Technology Revenue Gaming (Hyper-) Localization Digital @ Retail Mobile Social Marketing Automation Web Digital Video Ad Builder Optimization Analytics Augmented Reality iAD (e)CRM Digital Display New ways of Working New ways of Engaging the ‘Audience’ Search Content Mngt ‘Emerging’ digital media Data visualisation Cloud Media Mngt Business Intelligence Distribution Networks API/open architecture Enterprise Social Networking Email html5 Ad Serving Rich Internet Technology Client Extranet iOS Android Chrome OS Workflow Cost Asset Mngt Knowledge Mngt

30. Mapping Creative Technology Revenue Gaming (Hyper-) Localization Digital @ Retail Mobile Social Marketing Automation Web Digital Video Ad Builder Optimization Analytics Augmented Reality iAD (e)CRM Digital Display New ways of Working New ways of Engaging the ‘Audience’ Search Content Mngt ‘Emerging’ digital media Data visualisation Cloud Media Mngt Business Intelligence Distribution Networks API/open architecture Enterprise Social Networking Email html5 Ad Serving Rich Internet Technology Client Extranet iOS Android Chrome OS Workflow Cost Asset Mngt Knowledge Mngt

31. “The Future is here. It is just unevenly distributed.” William Gibson

32. Fast-tracking evolution...

33. WE NEED A WEBSITE WE NEED A WEB STRATEGY WE NEED TO MAKE MONEY FROM OUR WEBSITE

34. WE NEED A FACEBOOK PAGE WE NEED A SOCIAL STRATEGY WE NEED TO MAKE MONEY FROM SOCIAL

35. WE NEED BETTER TECHNOLOGY WE NEED A CREATIVE TECHNOLOGY STRATEGY WE NEED TO MAKE MONEY FROM CREATIVE TECHNOLOGY

36. The Business Case for Creative Technology

37. There are as many business models as there are tech ideas 3 real world examples that have worked Monetization strategies

38. Agency Operating System

39. Social Media App

40. How do you embed Creative Technology within your business?

41. “We’re pitching for Acme and we’ve got to demonstrate that we’ve implemented a global workflow system.” “Our Amsterdam office has got a tool – can we use that?” “CompetitorCo have just bought BrainDogg! We need to do a deal with FlapBird.” Good and Bad Ways to start

42. Building a Creative Technology Strategy Vision Business Model Technical Architecture Resource Plan Change Management

43. Who are you in a technology world?

44. Who are you? What you are passionate about? What you can be best in the world at? What drives your economic engine?

45. The advertising implementation marketplace will come to be dominated by automated solutions . Clients will implement their marketing campaigns across all media channels in seconds, whilst continually optimizing the effectiveness of their content It is our goal to be the leader of that movement We will develop a re-usable product and license it to our clients, saving them money and building our profit as our marginal cost of implementation will be very low. Example – Creative Technology Strategy

46. Every time a consumer encounters our clients’ brands, it must be a memorable event Digital media may be functional but it is ugly, cluttered and confused. We will beautify digital. We will be the aesthetic reference point for all digital brands We will understand - and lead - the art and science of digital communications We will charge a premium for this service Example – Creative Technology Strategy

47. Example Technical Architecture

48. Are we going to build it or buy it? Which individuals can do this work – internally and externally? How do we find them, train them, motivate them? How do we organize them? Resourcing Strategies

49. “Agency teams should include data analysts and technologists that work in tandem with creative staff” Forrester – The Future of Agency Relationships Resourcing

50. This will change your business – you want it to Not everyone will want that The tech will fail sometimes Be prepared to evangelize, incentivize and compel the change Change Management

51. Talk less; do more Vision Business Model Technical Architecture Resource Plan Change Management ACTION!

52. “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” Charles Darwin

53. More... JP Rangaswami – Chief Scientist, salesforce.com @jobsworth http://confusedofcalcutta.com/ Tim Sparke – Digital Coach, Code @sparkey www.sparkelife.com Me www.codeworldwide.com @mmcneany

54. get in touch Matt McNeany CEO matt.mcneany@codeworldwide.com +1 212 824 4036