MDW NY | Scott Prindle_The Role of Creative Technologist

Making Digital Work NYCThe Role of the Creative TechnologistScott Prindle, Crispin 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

“The ‘triple play’ of faster, better, cheaper technologies – processing, storage, and bandwidth – all come together online.” Chris Anderson, Free: The Future of a Radical PriceSource: http://www.amazon.com/Free-Future-Radical-Chris-Anderson/dp/1401322905/ref=sr_1_1?ie=UTF8&s=books&qid=1260176820&sr=1-1

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.

The future of advertising?Source: http://www.hulu.com/watch/19050/saturday-night-live-nick-burns

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 APIs

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.

The technologist’s evolving bookshelfillustrates the transition into this space.

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

We’re in the advertising business now.Shouldn’t programmers know abouttraditional advertising?

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

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

Source: http://www.amazon.com/Here-Comes-Everybody-Organizing-Organizations/dp/0143114948/ref=sr_1_1?s=books&ie=UTF8&qid=1291566890&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/Everyware-Dawning-Age-Ubiquitous-Computing/dp/0321384016/ref=sr_1_1?s=books&ie=UTF8&qid=1291567028&sr=1-1

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 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

2) The creative technologist introducesemerging technologies into the creativeconcepting 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 -  RFID -  Twitter -  e-readers -  Geo-location -  interactive TV -  Multi-touch interfaces -  automotive -  APIs/Mashups technologies

3) The creative technologist managescomplexity.

The digital ecosytem is becoming increasingly complex.

The growing toolkit is becoming increasingly complex. -  Flash -  Tablet devices -  HTML -  Augmented reality -  Video -  Voice recognition and audio detection -  Databases -  Physical computing -  Mobile -  Augmented reality -  Facebook -  RFID -  Twitter -  e-readers -  Geo-location -  interactive TV -  Multi-touch interfaces -  automotive -  APIs/Mashups technologies

And this can be intimidating andoverwhelming.

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.

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

4) 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

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

6) 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

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

”Art, science, and play had merged into the magical activity of programming, with every hacker and 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

Baby CarrotsSource: http://www.babycarrots.com/

Baby CarrotsSource: http://www.youtube.com/watch?v=-nqz9sQrFA4

Baby CarrotsSource; http://www.youtube.com/watch?v=8bhq_NL6jL0&feature=related

Experiments with multitouch table

Experiments with the connectedvehicle: Trike Plus

VW Fun Theory

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-  Understand that making software is a significantly differentprocess than making TV or print. 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" 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 NY | Scott Prindle_The Role of Creative Technologist

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