9. The biggest trends shaping
media consumption are happening
because of technology
Traditional revenue models
Centralised control
Free to air TV audiences
Newspaper / Magazine circulation’s
Passive
10. The biggest trends shaping
media consumption are happening
because of technology
Social Media - Advocacy
Fragmented consumption
Massive choice
The Long Tail
Location aware products and services
Personal media through mobile (yes, for real this time)
Active
11. What is a Creative Technologist?
(a person)
“fluent and confident in using media
technologies appropriately in the service
of branding, advertising, marketing
and persuasion.” *
(more simply)
“a creative applier of technologies. An inventor.”
* Mark Avnet, Professor at VCU Brandscenter.
23. What is a Creative Technologist?
http://jobs.chinwag.com/jobs/25655/
http://www.bannerblog.com.au/jobs/2008/03/
wunderman_seeks_snr_creative_technologist.php
* Mark Avnet, Professor at VCU Brandscenter.
24.
25. Do you have a Creative Technologist?...
...or do you have someone in mind that could be your
Creative Technologist?
26. How does a Creative Technologist
fit into the creative process?
27. Digital 1997 - 2004
Creative Technologists are tactical and production focussed
Brief /
Pitch
Planner Creative Director Strategist
Art Director Copywriter Design Director
Designer Rich Media Developer / Flash Developer / App Developer
Creative Technology
28. Digital 2004 -
Creative Technologists become strategic
Brief /
Pitch
Planner Creative Director Creative Technologist Strategist
Art Director Copywriter Design Director
Designer Rich Media Developer App Developer
29. Creating world-class digital work is by its very
nature collaborative, why isn’t it happening
more here?
Early days?
Market size?
Risk adversity (client / agency)?
Skills / experience drought?
The tyranny of distance?
40. Incentives, Engagement, Advocacy
One of the things a good creative technical team can bring is an
understanding of the use of incentives.
eg. Encouraging behaviour in games and social media requires
designing the right mix of incentives. It’s a always more complex
than just spraying a message out and counting ‘impressions’.
Example: Orange Balloonacy
Audience Incentive
Balloonists A substantial prize for players and friends
Sites A large, free increase in traffic and engaged
audiences
41. Incentives, Engagement, Advocacy
Young or old... It doesn’t matter if you understand what motivates
your audience. If you understand motivation, you can design to
engage.
True ongoing engagement requires a better understanding of your
audience.
If you get it right, you create an opportunity to communicate a
deeper understanding of your message.
You create brand advocates.
42. Incentives, Engagement, Advocacy
Advocacy only comes from long term engagement.
A Creative Technologist can help design interactive communication
modeled on the right incentives, encourage engagement and
eventually create advocates.
43. Creating within an environment
of rapid technological and social change
requires agility
44. Skills collaboration
It means that all of you don’t need to be born again into gen Z,
in order to consider the the alternatives of all that digital can offer.
In place of ALWAYS thinking of viral films & banners as the skills
transfer to online/digital.
Production skills are rapidly becoming more relevant.
http://www.nokia.co.uk/maps/about-maps
http://www.therumpusroom.tv/pet_rgb.html
45. Gardener Carpenter
Painter Compositor
Cinematographer Director
we are all Creative Technologists, to some extent.
Animator
Doctor
Art Director
Programmer Designer
Social Media expert
Notas del editor
Working together as a creative team,
updated team structures
& an approach that considers at least a 3rd part to what you might consider “traditional”.
How many of you call yourselves a Writer?
How many of you call yourselves an Art Director or a Designer?
How many of you call yourselves “Technical” or “interactive”
How many of you guys have worked on a digital “AD”?
How many in a digital Campaign?
cutlure, history, growth, etc & fun.
Started working together in 2003. 3 years at poke.
Grew from 12 to 50 (knotty?)
UK digital maturation - digital agencies (Poke, Glue, AKQA, Republic, Dare)
he’s a dickhead but it worked.
Reported weekly Media Consumption - Nielson 2007-2008
You need people who are able to understand the ideation process with these consumption trends in mind.
Much the same as a writer understands language, Or an art director the image or the moving image.
Examples... Iain Tait/Poke, Nik Roope/Poke, Zeb Royce, Mark Cridge, Flo heiss, James Cooper, Gav Gordon Rogers + Gemma Butler, Russ, Daniel Bonner and Andrew Knott/Holler, Tobie Cameron/ABitLikeThis,
Ashley Ringrose/Soap. Damian, Marty, etc
Some come from technology and grow into creative, others come to technology from creative.
Examples... Iain Tait/Poke, Nik Roope/Poke, Zeb Royce, Mark Cridge, Flo heiss, James Cooper, Gav Gordon Rogers + Gemma Butler, Russ, Daniel Bonner and Andrew Knott/Holler, Tobie Cameron/ABitLikeThis,
Ashley Ringrose/Soap. Damian, Marty, etc
Some come from technology and grow into creative, others come to technology from creative.
Examples... Iain Tait/Poke, Nik Roope/Poke, Zeb Royce, Mark Cridge, Flo heiss, James Cooper, Gav Gordon Rogers + Gemma Butler, Russ, Daniel Bonner and Andrew Knott/Holler, Tobie Cameron/ABitLikeThis,
Ashley Ringrose/Soap. Damian, Marty, etc
Some come from technology and grow into creative, others come to technology from creative.
Examples... Iain Tait/Poke, Nik Roope/Poke, Zeb Royce, Mark Cridge, Flo heiss, James Cooper, Gav Gordon Rogers + Gemma Butler, Russ, Daniel Bonner and Andrew Knott/Holler, Tobie Cameron/ABitLikeThis,
Ashley Ringrose/Soap. Damian, Marty, etc
Some come from technology and grow into creative, others come to technology from creative.
Examples... Iain Tait/Poke, Nik Roope/Poke, Zeb Royce, Mark Cridge, Flo heiss, James Cooper, Gav Gordon Rogers + Gemma Butler, Russ, Daniel Bonner and Andrew Knott/Holler, Tobie Cameron/ABitLikeThis,
Ashley Ringrose/Soap. Damian, Marty, etc
Some come from technology and grow into creative, others come to technology from creative.
Examples... Iain Tait/Poke, Nik Roope/Poke, Zeb Royce, Mark Cridge, Flo heiss, James Cooper, Gav Gordon Rogers + Gemma Butler, Russ, Daniel Bonner and Andrew Knott/Holler, Tobie Cameron/ABitLikeThis,
Ashley Ringrose/Soap. Damian, Marty, etc
Some come from technology and grow into creative, others come to technology from creative.
Examples... Iain Tait/Poke, Nik Roope/Poke, Zeb Royce, Mark Cridge, Flo heiss, James Cooper, Gav Gordon Rogers + Gemma Butler, Russ, Daniel Bonner and Andrew Knott/Holler, Tobie Cameron/ABitLikeThis,
Ashley Ringrose/Soap. Damian, Marty, etc
Some come from technology and grow into creative, others come to technology from creative.
Examples... Iain Tait/Poke, Nik Roope/Poke, Zeb Royce, Mark Cridge, Flo heiss, James Cooper, Gav Gordon Rogers + Gemma Butler, Russ, Daniel Bonner and Andrew Knott/Holler, Tobie Cameron/ABitLikeThis,
Ashley Ringrose/Soap. Damian, Marty, etc
Some come from technology and grow into creative, others come to technology from creative.
Examples... Iain Tait/Poke, Nik Roope/Poke, Zeb Royce, Mark Cridge, Flo heiss, James Cooper, Gav Gordon Rogers + Gemma Butler, Russ, Daniel Bonner and Andrew Knott/Holler, Tobie Cameron/ABitLikeThis,
Ashley Ringrose/Soap. Damian, Marty, etc
Some come from technology and grow into creative, others come to technology from creative.
Examples... Iain Tait/Poke, Nik Roope/Poke, Zeb Royce, Mark Cridge, Flo heiss, James Cooper, Gav Gordon Rogers + Gemma Butler, Russ, Daniel Bonner and Andrew Knott/Holler, Tobie Cameron/ABitLikeThis,
Ashley Ringrose/Soap. Damian, Marty, etc
Some come from technology and grow into creative, others come to technology from creative.
It’s not made up.
Questions:
People in the agency?
Partners?
At what stage do you engage them?
It’s not made up.
Questions:
People in the agency?
Partners?
At what stage do you engage them?
These are roles, not people.
Represents single agency and partnerships too
These are roles, not people... The CT could be the same person as the CD etc. Like Ashley. Or Iain perhaps?
early days? - excuse, the internet is global. Cop out.
market size? - sweden example
risk adversity? - Mostly on the client side we’ve found. Perception that produce an ad and you get something more ‘tangible’.
skills drought? A lot of good people go OS and come back, but a lot of good people stay. Cop out.
Tyranny of distance? Cop out. It’s the damn internet! Oz / Nz have a rep for punching above our weight, we should be able to do this too... (maybe the NBN will make it better)
Discussion:
Point to article: Randall Rothernberg - \"A Bigger Idea\"
An unwillingness by mainstream agencies to integrate technologists as full partners in the advertising creative team
Misunderstanding - Probably Fear - likely Protectionism - Maybe
Telstra Politics
Innovation increases talkability.
Innovation opens up opportunities with niches, targeting -
It’s been happening in traditional media already, by both digital and non digital. Yellow’s billboards for example, it’s nothing new, fosters green etc
Schweppes burst (high speed), Auckland Zoo Augmented,To stand out it really helps to innovate in the space. (and gives clients the opportunity to celebrate something other than metrics and sales.)
Michael Lebowitz - Big Spaceship (HBO vouyer, Nike Air work) - states that Digital innovation may slow allowing for more “idea” led work.
Plenty of room for “ideas” still.
Foster a spirit of innovation within agency, the best ideas are often collabrative.
Global Rich List
SHOW WORKING
Talk about secretweet.
VIDEO
Uniqlock - Combining film, fashion and function.
Utloop - Combining photography, fashion, fun.
A big step beyond the bonds catalogue - talk cost benefits OR benefit of targeted digital etc.
- bonds TVC’s? Kaliedescope & Paddycake - great, but think if the potential...
link to film
“a groundbreaking way of enabling customers to tap into their creativity and the NIKEiD service through their mobile.”
links : web iTV tvc
If you understand motivation, you can design to engage.
Demographics aren’t enough. A deeper understanding of audience is needed in briefs.
So consider saying More “maybe’s” instead of “too difficult”. With the right mix of skills/people and an agile approach - somebody will possibly have a solution
For the most part, that requires the whole agency. Planners, Account man everyone otherwise it’s difficult to be agile and take advantage of first to market opportunities.
Digital pure-plays have achieved it in other markets
http://www.nokia.co.uk/maps/about-maps
QR - example http://www.therumpusroom.tv/pet_rgb.html
Collaboration and changing roles >>> rolls into skills shortages in the “new” market
If you write for the screen, or Art Direct a scene (or whatever) the skills transfer “through” the conceptual process to the execution of that idea.
The complexities with engagement and interaction within digital demand alternative paths to access the film, photographed, written or X (whatever) communication - but when engaged the audience still needs all or some of these parts.
Less about redundancy and more about shifting the application of skills.
Some examples: Vouyer, Cornetto, Uniqlo,