Scott Prindle Role of Creative Technologist | MDW August 2011

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 2011Source: 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

Who are these guys and what do they have in common?Source: http://en.wikipedia.org/wiki/Mark_Zuckerberg, http://en.wikipedia.org/wiki/Sergey_Brin, http://en.wikipedia.org/wiki/Larry_page,http://en.wikipedia.org/wiki/Jack_Dorsey, http://en.wikipedia.org/wiki/Tim_berners-lee

Technologists (programmers) are driving cultural, social,and economic change. Mark Sergey Larry Jack TimZuckerberg Brin Page Dorsey Berners-LeeSource: http://en.wikipedia.org/wiki/Mark_Zuckerberg, http://en.wikipedia.org/wiki/Sergey_Brin, http://en.wikipedia.org/wiki/Larry_page,http://en.wikipedia.org/wiki/Jack_Dorsey, http://en.wikipedia.org/wiki/Tim_berners-lee, www.facebook.com, www.google.com, www.twitter.com, http://en.wikipedia.org/wiki/World_Wide_Web_Consortium

Rapid advancements in technology arebringing about tremendous disruption to ourbusiness.

We’ve shifted from a traditional model

To a hybrid traditional/microsite model

To a growing digital ecosystem driven by complexsoftware and algorithms

It makes sense then to integrate thosewho live and breath software and utility –creative technologists (programmers) –into the 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? -  software architect? -  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

Computing extends beyond the 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

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

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

Number of Posts  0  100  200  300  400  500  600  700  Jan  Feb  Mar  Apr  May  is growing. Jun 2009  Jul  Aug  Sep  Oct  Nov  Dec  Jan  Feb  Mar  Apr  1.1.09 ‐ 7.13.11  May  Jun 2010  Jul  Crea/ve Technologist(s)  Aug  Sep  Oct  Nov  Dec  Jan  Feb  And conversation and buzz on the topic Mar  Apr 2011  May  Jun  Jul 

http://www.telegraph.co.uk/ﬁnance/businessclub/people/8676619/Geeks-to-inherit-the-Mad-Men-legacy.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.

Source: http://www.linkedin.com/groupItem?view=&gid=2830357&type=member&item=52771925&qid=5e0b3aaf-1fa0-459a-88c3-f01c773c5ec8&trk=group_most_popular-0-b-ttl&goback=.gmp_2830357

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

Brand utility can become the driver for broader brand messaging.Source: http://more.dominos.com/wp/2011/07/times-square/, http://www.youtube.com/watch?v=W5Q2Y2ZQ-4Y

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 audio detection-  Databases -  Physical computing-  Mobile -  Augmented reality-  Facebook -  NFC-  Twitter -  E-readers-  Geo-location -  Connected TV-  Multi-touch interfaces -  Automotive technologies-  APIs/Mashups - Robotics-  Near ﬁeld communications

This year’s Cannes winners show the wide range of possibilities.Source: http://www.canneslions.com/work/cyber/index.cfm?award=1

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 ecosystem will continue to expand andgrow in complexity.

5) The creative technologist builds earlyprototypes to test ideas, interactions, andfunctionality.This creates momentum and is veryhelpful 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 RevolutionSource: 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

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.

5 points for technologists to considerwhen joining a traditional advertisingenvironment.

1) Enable ways to say “yes”

2) Don’t promote technology fortechnology’s sake. Start with an ideaand address a business need.

3) Don’t just say you’re creative, show it

4) Understand that frequent change ispart of the creative process.

5) Be respectful of the creative visionand strive for pixel perfection.

5 points to consider when introducingtechnology into a traditionalenvironment.

1) Hire technologists who cancommunicate and collaborate

2) Include technologists in the fullproject lifecycle – from initial researchand brieﬁng, to concepting, through ﬁnalproject delivery.

3) Understand that making software is asigniﬁcantly different process thanmaking TV, print, or radio. Be respectfulof the complexity and timerequirements.

4) Train technologists on traditionalmarketing and branding principles.

5) Position technologists to educateclients on emerging technology trends.

Good resources on technology Blogs - Creative technologist group on LinkedIn www.linkedin.com/groups?gid=2830357 - radar.oreilly.com" - www.digitalbuzzblog.com Books - HTML and XHTML: The Deﬁnitive Guide, Chuck Musciano and Bill Kennedy - Hackers: Heroes of the Computer Revolution, Steven Levy Industry Organizations - 4A’s Creative Technologies Committee"

Thank you.

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Scott Prindle Role of Creative Technologist | MDW August 2011

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