0
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 we...
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/tech...
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.wikiped...
Technologists (programmers) are driving cultural, social,and economic change.   Mark                             Sergey   ...
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...
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 ...
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,...
And are relatively new to the world ofadvertising.
What do we call this position? -  programmer? -  developer? -  software engineer? -  creative programmer? -  interactive d...
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...
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=12915667...
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&...
Source: http://www.amazon.com/Mashups-Strategies-Enterprise-Jeffrey-Hanson/dp/032159181X/ref=sr_1_1?ie=UTF8&s=books&qid=12...
Source: http://www.amazon.com/Essential-Facebook-Development-Successful-Applications/dp/0321637984/ref=sr_1_1?ie=UTF8&s=bo...
Source: http://www.amazon.com/Groundswell-Winning-Transformed-Social-Technologies/dp/1422125009/ref=sr_1_1?s=books&ie=UTF8...
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=...
Source: http://www.amazon.com/iPhone-SDK-Programming-Advanced-Development/dp/0470683988/ref=sr_1_4?s=books&ie=UTF8&qid=129...
Source: http://www.amazon.com/Hello-Android-Introducing-Development-Programmers/dp/1934356565/ref=sr_1_1?s=books&ie=UTF8&q...
Source: http://www.amazon.com/Introducing-HTML5-Voices-That-Matter/dp/0321687299/ref=sr_1_1?ie=UTF8&s=books&qid=1291567009...
Source: http://www.amazon.com/Digital-Television-Third-Satellite-Terrestrial/dp/0240520815/ref=sr_1_1?s=books&ie=UTF8&qid=...
We’re in the advertising business now.Shouldn’t programmers know abouttraditional advertising? And know how tomake adverti...
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=12915668...
http://www.amazon.com/Truth-Lies-Advertising-Account-Planning/dp/0471189626/ref=sr_1_1?ie=UTF8&qid=1304005692&sr=8-1#reade...
http://www.amazon.com/Hey-Whipple-Squeeze-This-Advertising/dp/0470190736/ref=sr_1_1?ie=UTF8&qid=1303949861&sr=8-1#reader_0...
Back to titles. The industry has rallied    around the title “Creative Technologist”Source: http://markavnet.wordpress.com...
Number
of
Posts
                0
                     100
                            200
                               ...
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,throu...
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-f01c773c...
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 ...
Brand utility can become the driver for broader brand      messaging.Source: http://more.dominos.com/wp/2011/07/times-squa...
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                       -  Au...
This year’s Cannes winners show the wide  range of possibilities.Source: http://www.canneslions.com/work/cyber/index.cfm?a...
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 an...
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/glo...
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 th...
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...
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 finalproje...
3) Understand that making software is asignificantly different process thanmaking TV, print, or radio. Be respectfulof the ...
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  - rad...
Thank you.
Scott Prindle Role of Creative Technologist | MDW August 2011
Scott Prindle Role of Creative Technologist | MDW August 2011
Scott Prindle Role of Creative Technologist | MDW August 2011
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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  1. 1. The Role of the Creative TechnologistScott PrindleExecutive Creative Technology DirectorCrispin Porter + Bogusky
  2. 2. Moore’s Law The number of transistors on a chip willdouble about every two years.Gordon Moore, Intel co-founder, 1965
  3. 3. More processing power, falling costs
  4. 4. Source: http://www.staps.uhp-nancy.fr/informatique/eniac_fichiers/eniac4.jpg
  5. 5. http://www.apple.com/iphone/gallery/#gallery01
  6. 6. "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
  7. 7. More storage, falling costs
  8. 8. 5 MB in 1956Source: http://www-03.ibm.com/ibm/history/exhibits/storage/storage_350.html, http://www.snopes.com/photos/technology/storage.asp
  9. 9. 64 GB in 2011Source: http://www.sandisk.com/products/usb-flash-drives/sandisk-ultra-backup-usb-flash-drive
  10. 10. Faster bandwidth, falling costs
  11. 11. Source: http://www.colbertnation.com/the-colbert-report-videos/219665/february-24-2009/1997-flashback
  12. 12. 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
  13. 13. 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
  14. 14. Rapid advancements in technology arebringing about tremendous disruption to ourbusiness.
  15. 15. We’ve shifted from a traditional model
  16. 16. To a hybrid traditional/microsite model
  17. 17. To a growing digital ecosystem driven by complexsoftware and algorithms
  18. 18. It makes sense then to integrate thosewho live and breath software and utility –creative technologists (programmers) –into the creative and strategic process.
  19. 19. Culture clash at first
  20. 20. Technologists think in code
  21. 21. 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
  22. 22. And structured data and APIsThat we use to search, sort, filter, edit,and save.
  23. 23. 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
  24. 24. And are relatively new to the world ofadvertising.
  25. 25. What do we call this position? -  programmer? -  developer? -  software engineer? -  creative programmer? -  interactive developer? -  software architect? -  creative coder? -  data processor? -  creative technologist?
  26. 26. A tour through our bookshelves can helpbetter define the role.
  27. 27. The early years: brochureware and thebeginnings of ecommerce
  28. 28. Source: http://www.amazon.com/HTML-XHTML-Definitive-Guide-6th/dp/0596527322/ref=sr_1_4?ie=UTF8&qid=1291566619&sr=8-4
  29. 29. 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
  30. 30. 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
  31. 31. The emergence of digital branding: themicrosite era
  32. 32. 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
  33. 33. Web 2.0 and the rise of social media
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. Computing extends beyond the desktop
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. We’re in the advertising business now.Shouldn’t programmers know abouttraditional advertising? And know how tomake advertising concepts?
  45. 45. Source: http://www.amazon.com/Ogilvy-Advertising-David/dp/039472903X/ref=sr_1_1?s=books&ie=UTF8&qid=1291566827&sr=1-1
  46. 46. 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
  47. 47. http://www.amazon.com/Truth-Lies-Advertising-Account-Planning/dp/0471189626/ref=sr_1_1?ie=UTF8&qid=1304005692&sr=8-1#reader_0471189626
  48. 48. http://www.amazon.com/Hey-Whipple-Squeeze-This-Advertising/dp/0470190736/ref=sr_1_1?ie=UTF8&qid=1303949861&sr=8-1#reader_0470190736
  49. 49. 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
  50. 50. 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

  51. 51. http://www.telegraph.co.uk/finance/businessclub/people/8676619/Geeks-to-inherit-the-Mad-Men-legacy.html
  52. 52. The role of the creative technologist
  53. 53. 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.
  54. 54. 1) The creative technologist writes codeand makes functional software.
  55. 55. 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
  56. 56. 2) The creative technologist leadsstrategic and creative thinking for brandutilities and platforms.
  57. 57. 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
  58. 58. 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
  59. 59. 3) The creative technologist bringsemerging technology thinking into thecreative concepting process.
  60. 60. A couple of years ago our toolkit wassomewhat limited: -  Flash -  HTML -  Video -  Databases
  61. 61. 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
  62. 62. This year’s Cannes winners show the wide range of possibilities.Source: http://www.canneslions.com/work/cyber/index.cfm?award=1
  63. 63. 4) The creative technologist managescomplexity and change.
  64. 64. Rapid advances in technology can beintimidating and overwhelming.
  65. 65. With an in-depth understanding of corecomputer science and IT principles, thisrapid change and complexity ismanageable.
  66. 66. The ecosystem will continue to expand andgrow in complexity.
  67. 67. 5) The creative technologist builds earlyprototypes to test ideas, interactions, andfunctionality.This creates momentum and is veryhelpful in selling through ideas.
  68. 68. Dominos: visual builder prototype
  69. 69. Dominos: visual builder liveSource: http://www.dominos.com
  70. 70. 6) The creative technologist enables anagile workflow.This helps to ensure high-quality, on-timedeliveries.
  71. 71. 7) The creative technologist managesrelationships with client IT stakeholders.
  72. 72. 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
  73. 73. 8) The creative technologist sparkscreative thinking through emergingtechnology research andexperimentation.
  74. 74. 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
  75. 75. Augmented reality (AR) prototyping
  76. 76. BK: augmented reality banner
  77. 77. Experiments with multitouch table
  78. 78. Experiments with the connectedvehicle: Trike Plus
  79. 79. Experiments with the connectedvehicle: Trike Plus
  80. 80. One happy family now
  81. 81. 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.
  82. 82. 5 points for technologists to considerwhen joining a traditional advertisingenvironment.
  83. 83. 1) Enable ways to say “yes”
  84. 84. 2) Don’t promote technology fortechnology’s sake. Start with an ideaand address a business need.
  85. 85. 3) Don’t just say you’re creative, show it
  86. 86. 4) Understand that frequent change ispart of the creative process.
  87. 87. 5) Be respectful of the creative visionand strive for pixel perfection.
  88. 88. 5 points to consider when introducingtechnology into a traditionalenvironment.
  89. 89. 1) Hire technologists who cancommunicate and collaborate
  90. 90. 2) Include technologists in the fullproject lifecycle – from initial researchand briefing, to concepting, through finalproject delivery.
  91. 91. 3) Understand that making software is asignificantly different process thanmaking TV, print, or radio. Be respectfulof the complexity and timerequirements.
  92. 92. 4) Train technologists on traditionalmarketing and branding principles.
  93. 93. 5) Position technologists to educateclients on emerging technology trends.
  94. 94. 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"
  95. 95. Thank you.
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