MDW Boulder April '11 | Scott Prindle_The Role of the Creative Technologst

The Role of the Creative TechnologistScott PrindleExecutive Creative Technology DirectorCrispin Porter + Bogusky

Moore s Law The number of transistors on a chip willdouble about every two years.Gordon Moore, Intel co-founder, 1965

More processing power, falling costs

Source: http://www.staps.uhp-nancy.fr/informatique/eniac_ﬁchiers/eniac4.jpg

http://www.apple.com/iphone/gallery/#gallery01

"The computer in my cell phone today is amillion times cheaper and a thousand timesmore powerful than the computer that weused at MIT when I was an undergraduate[1965]," he says. "Thats a billion-foldincrease. And well do that again in the next25 years.Ray Kurzweil Source: http://www.newsweek.com/id/197812/page/3

More storage, falling costs

5 MB in 1956Source: http://www-03.ibm.com/ibm/history/exhibits/storage/storage_350.html, http://www.snopes.com/photos/technology/storage.asp

64 GB in 2010Source: http://www.sandisk.com/products/usb-ﬂash-drives/sandisk-ultra-backup-usb-ﬂash-drive

Faster bandwidth, falling costs

Source: http://www.colbertnation.com/the-colbert-report-videos/219665/february-24-2009/1997-ﬂashback

We’ve shifted from a traditional model

To a hybrid traditional/microsite model

To a growing digital ecosystem driven by complexsoftware and algorithms

This ecosystem combines elements of brand story and brandutility

It makes sense then to integrate thosewho live and breath software and utility –creative technologists (programmers) –into your creative and strategic process.

Culture clash at ﬁrst

Technologists think in code

And think in left-brained, logical, rule-basedconstructs If this condition is true then do this Else do this While this condition is true then do this Do this, this many times

And structured data and APIsThat we use to search, sort, ﬁlter, edit,and save.

And speak in a long list of acronyms XML, HTTP, SSL, JDBC, AJAX, CSS, HTML, FBML, SQL, TCP/IP, FTP, RGB, W3C, ASCII, CAPTCHA, COM, API, CPU, CORBA, GPS, DHCP, XHTML, CSS, FAQ, GSM, WAP, GUI, GPRS, I/O, IP, ISO, KBPS, ITV, IVR, JPEG, MPEG, LAMP, MIME, WYSIWYG, XSLT, ZIP, " T3, TDMA, SMS, SMTP, SVG, RAM, PGP, POP

And are relatively new to the world ofadvertising.

What do we call this position? -  programmer? -  developer? -  software engineer? -  creative programmer? -  interactive developer? -  creative coder? -  data processor? -  creative technologist? "

A tour through our bookshelves can helpbetter deﬁne the role.

The early years: brochureware and thebeginnings of ecommerce

Source: http://www.amazon.com/HTML-XHTML-Deﬁnitive-Guide-6th/dp/0596527322/ref=sr_1_4?ie=UTF8&qid=1291566619&sr=8-4

Source: http://www.amazon.com/Programming-Perl-3rd-Larry-Wall/dp/0596000278/ref=sr_1_2?s=books&ie=UTF8&qid=1291566664&sr=1-2

Source: http://www.amazon.com/Expert-Oracle-Database-Architecture-Programming/dp/1590595300/ref=sr_1_1?s=books&ie=UTF8&qid=1291566696&sr=1-1

The emergence of digital branding: themicrosite era

Source: http://www.amazon.com/Essential-Guide-Flash-CS4-ActionScript/dp/1430218118/ref=sr_1_1?s=books&ie=UTF8&qid=1291566723&sr=1-1

Web 2.0 and the rise of social media

Source: http://www.amazon.com/Ajax-Deﬁnitive-Anthony-Holdener-III/dp/0596528388/ref=sr_1_2?ie=UTF8&s=books&qid=1291566750&sr=1-2

Source: http://www.amazon.com/Mashups-Strategies-Enterprise-Jeffrey-Hanson/dp/032159181X/ref=sr_1_1?ie=UTF8&s=books&qid=1291566772&sr=1-1

Source: http://www.amazon.com/Essential-Facebook-Development-Successful-Applications/dp/0321637984/ref=sr_1_1?ie=UTF8&s=books&qid=1291566798&sr=1-1

Source: http://www.amazon.com/Groundswell-Winning-Transformed-Social-Technologies/dp/1422125009/ref=sr_1_1?s=books&ie=UTF8&qid=1291566868&sr=1-1

Looking ahead: computing extends beyondthe desktop

Source: http://www.amazon.com/Mobile-Design-Development-Practical-Techniques/dp/0596155441/ref=sr_1_1?s=books&ie=UTF8&qid=1291566933&sr=1-1

Source: http://www.amazon.com/iPhone-SDK-Programming-Advanced-Development/dp/0470683988/ref=sr_1_4?s=books&ie=UTF8&qid=1291566956&sr=1-4

Source: http://www.amazon.com/Hello-Android-Introducing-Development-Programmers/dp/1934356565/ref=sr_1_1?s=books&ie=UTF8&qid=1291566985&sr=1-1

Source: http://www.amazon.com/Introducing-HTML5-Voices-That-Matter/dp/0321687299/ref=sr_1_1?ie=UTF8&s=books&qid=1291567009&sr=1-1

Source: http://www.amazon.com/Digital-Television-Third-Satellite-Terrestrial/dp/0240520815/ref=sr_1_1?s=books&ie=UTF8&qid=1291991530&sr=1-1#reader_0240520815

Source: http://www.amazon.com/Everyware-Dawning-Age-Ubiquitous-Computing/dp/0321384016/ref=sr_1_1?s=books&ie=UTF8&qid=1291567028&sr=1-1

We’re in the advertising business now.Shouldn’t programmers know abouttraditional advertising? And know how tomake advertising concepts?

Source: http://www.amazon.com/Ogilvy-Advertising-David/dp/039472903X/ref=sr_1_1?s=books&ie=UTF8&qid=1291566827&sr=1-1

Source: http://www.amazon.com/Kellogg-Advertising-Media-Bobby-Calder/dp/0470119861/ref=sr_1_1?ie=UTF8&s=books&qid=1291566849&sr=1-1

http://www.amazon.com/Truth-Lies-Advertising-Account-Planning/dp/0471189626/ref=sr_1_1?ie=UTF8&qid=1304005692&sr=8-1#reader_0471189626

http://www.amazon.com/Hey-Whipple-Squeeze-This-Advertising/dp/0470190736/ref=sr_1_1?ie=UTF8&qid=1303949861&sr=8-1#reader_0470190736

Source: http://www.amazon.com/Advertising-Concept-Book-Pete-Barry/dp/0500287384/ref=pd_sim_b_1

Back to titles. The industry has rallied around the title Creative Technologist Source: http://markavnet.wordpress.com/2010/06/22/what-the-heck-is-a-creative-technologist/, http://www.thefwa.com/job/creative-technologist-1oe,http://www.impactful-conversations.com/2010/07/creative-technologist-new-role-in.html

The role of the creative technologist

The creative technologist is a keymember of the digital creative leadershipteam.And helps lead projects from brieﬁng,through concepting, system architecture,development, and ﬁnal delivery.

1) The creative technologist writes codeand makes functional software.

2) The creative technologist leadsstrategic and creative thinking for brandutilities and platforms.

This isn t throw away brochure-ware. These are major brand investments that need to be architected to live over the long term. Source: nikeplus.com, ﬁat.com/ecodrive,www.dominos.com/pages/tracker.jsp, www.openforum.com

3) The creative technologist bringsemerging technology thinking into thecreative concepting process.

A couple of years ago our toolkit wassomewhat limited: -  Flash -  HTML -  Video -  Databases

Technologies in our now toolkit include: -  Flash -  Tablet devices -  HTML -  Augmented reality -  Video -  Voice recognition and -  Databases audio detection -  Mobile -  Physical computing -  Augmented reality -  Facebook -  NFC -  Twitter -  E-readers -  Geo-location -  Connected TV -  Multi-touch interfaces -  Automotive technologies -  APIs/Mashups - Robotics -  Near ﬁeld communications

4) The creative technologist managescomplexity and change.

Rapid advances in technology can beintimidating and overwhelming.

With an in-depth understanding of corecomputer science and IT principles, thisrapid change and complexity ismanageable.

The client-server model

The web browser on your laptop is a client.

The smart phone app is a client.

The tablet device app is a client.

The Internet TV is a client. Source: http://www.facebook.com, insidefacebook.com

We need to be positioned to manage themulti-screen consumer experience

5) The creative technologist builds earlyprototypes to test ideas, interactions, andfunctionality.This creates forward momentum and isvery helpful in selling through ideas.

Dominos: visual builder prototype

Dominos: visual builder liveSource: http://www.dominos.com

6) The creative technologist enables anagile workﬂow.This helps to ensure high-quality, on-timedeliveries.

7) The creative technologist managesrelationships with client IT stakeholders.

Source: http://www.computerworld.com/s/article/9197888/Why_CIOs_Should_Friend_CMOs,http://www.informationweek.com/news/global-cio/trends/showArticle.jhtml?articleID=227700221,http://www.cmo.com/leadership/cmos-cios-can-relationship-be-saved, http://www.chiefmartec.com/2010/10/align-or-redeﬁne-the-cmo-and-cio.html

8) The creative technologist sparkscreative thinking through emergingtechnology research andexperimentation.

Art, science, and play had merged into the magical activity of programming, with every hacker an omnipotent master of the flow of information within the machine. Steven Levy, Hackers: Heroes of the Computer Revolution Source: http://www.amazon.com/Hackers-Heroes-Computer-Revolution-Anniversary/dp/1449388396/ref=sr_1_1?ie=UTF8&qid=1291568052&sr=8-1

Augmented reality (AR) prototyping

BK: augmented reality banner

Experiments with multitouch table

Experiments with the connectedvehicle: Trike Plus

VW Fun Theory http://www.youtube.com/watch?v=cbEKAwCoCKw

One happy family now

Technology will continue to bring aboutdisruptive change in our business.The creative technologist will play a leadrole in creating ideas that carry across therapidly expanding digital ecosystem.

Points to consider when introducingtechnology into a traditional environment-  Put technologists on your core strategic and creative leadershipteam-  Include technologists in the full project life cycle – from initialresearch and briefing, through final project delivery-  Hire technologists who know software architecture and hands-oncoding-  Hire technologists who can communicate and collaborate-  Try out new team structures-  Understand that making software is a significantly differentprocess than making TV, print, or radio. QA is very, very important.-  Be respectful of the complexity of the software developmentprocess"

Points for technologists to considerwhen joining a traditional environment-  Don’t hide behind esoteric acronyms and buzzwords-  Enable ways to say ‘yes’-  Don’t just say you’re creative, show it-  Be respectful of the creative vision and strive for visual pixelperfection- Use your knowledge of technology to make ideas better-  Don’t promote technology for technology’s sake. Start with anidea and fulﬁll a business need.- Study the advertising and branding business-  Understand that frequent change is part of the creative process"

Good resources on technology Blogs - Creative technologist group on LinkedIn http://www.linkedin.com/groups?gid=2830357 - www.slashdot.com" - www.ajaxian.com - www.sparkfun.com Books - HTML and XHTML: The Deﬁnitive Guide, Chuck Musciano and Bill Kennedy - Hackers: Heroes of the Computer Revolution, Steven Levy - The Cathedral and the Bazaar: Musings on Linux and Open Source by an Accidental Revolutionary, Eric S. Raymond """

Thank you.

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MDW Boulder April '11 | Scott Prindle_The Role of the Creative Technologst

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