Scott Prindle Role of Creative Technologist | MDW August 2011
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Scott Prindle Role of Creative Technologist | MDW August 2011

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Scott Prindle Role of Creative Technologist | MDW August 2011 Scott Prindle Role of Creative Technologist | MDW August 2011 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 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
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  • 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
  • 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.