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

    • 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
    • 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.