0
CREATIVE TECHNOLOGY
FOR ADVERTISING INDUSTRY
2
 AGENCIES SCOPE NOWADAYS
 NEW STAKES, NEW TOOLS, NEW REWARDS
 CREATIVE TECHNOLOGY
 CREATIVE TECHNOLOGIST
 AROUND US...
3
 Creative Technologist at Les Gaulois
 First web site in 1995
 15 years in the digital field. 7 years as a full time
...
4
 Main clients :
 Peugeot / Renault / BMW / Nissan / Citroën
 Dior / YSL / Diesel / Shu Uemura
 Orange / SFR
 Main A...
5
 AGENCIES SCOPE NOWADAYS
 NEW STAKES, NEW TOOLS, NEW REWARDS
 CREATIVE TECHNOLOGY
 CREATIVE TECHNOLOGIST
 AROUND US...
6
 At start, we were promoting
our client’s products and their
benefits.
 Telling the people how good
the product is.
 ...
7
 Then we started promoting
our brand.
 Telling how nice the brand is.
 This is brand content.
AGENCIES SCOPE
NOWADAYS
8
 Then, we started promoting
our client’s capability to
surprise people.
 Showing how the brand can
be literally stunni...
9
① THE PRODUCT MUST BE INNOVATIVE
② THE BRAND MUST BE INNOVATIVE
① THE COMMUNICATION MUST BE
INNOVATIVE
② THE COMMUNICATI...
10
ABOUT CREATIVE TECH.
 AGENCIES SCOPE NOWADAYS
 NEW STAKES, NEW TOOLS, NEW REWARDS
 CREATIVE TECHNOLOGY
 CREATIVE TE...
11
NEW STAKES, NEW TOOLS, NEW
REWARDS
NEW STAKES
 Product innovation is the basis.
 Content and story telling are the ba...
12
NEW STAKES, NEW TOOLS, NEW
REWARDS
NEW STAKES
 A brand experience that needs to be
empowered by technology.
 But not ...
13
NEW STAKES, NEW TOOLS, NEW
REWARDS
NEW STAKES
 A useful experience means a tool, a
service, something the consumer wil...
14
NEW STAKES, NEW TOOLS, NEW
REWARDS
NEW TOOLS
 Big data / open Data
 Internet of things
 One screen => Multi-screens ...
15
NEW STAKES, NEW TOOLS, NEW
REWARDS
NEW REWARDS
 Cannes Festival introduced an Innovation
Category this year.
16
NEW STAKES, NEW TOOLS, NEW
REWARDS
NEW REWARDS
 What really is Cinder ?
 A framework => A set of VERY technical TOOLS...
17
NEW STAKES, NEW TOOLS, NEW
REWARDS
NEW REWARDS
 Does it means we develop technical tools
? NO
 We must know they exis...
18
① UNLIMITED PLACES TO TOUCH
CONSUMERS
② UNLIMITED TECHNICAL TOOLS TO PLAY
WITH
① DIGITAL DOES NOT ONLY MEANS SCREEN
ANY...
19
ABOUT CREATIVE TECH.
 AGENCIES SCOPE NOWADAYS
 NEW STAKES, NEW TOOLS, NEW REWARDS
 CREATIVE TECHNOLOGY
 CREATIVE TE...
20
CREATIVE TECHNOLOGY
HERE WE ARE !
 This multiplicity of technologies has to be
handled.
 Because all the possibilitie...
21
CREATIVE TECHNOLOGY
 Technology to serve ideas
 Then Creative Technology is part of the
creative process.
 But as it...
22
CREATIVE TECHNOLOGY
NISSAN PARIS
MOTORSHOW 2012
EXAMPLE
(project I did for TBWA  (G1 and
Being)
23
CREATIVE TECHNOLOGY
 Global Nissan communication : “The
Ride”
 Mission : Highlight the different vehicles
shown :
 M...
24
CREATIVE TECHNOLOGY
 We looked for a link between all the
activations.
 Nissan Ride
 Ticket to ride
 Link all the a...
25
CREATIVE TECHNOLOGY
NISSAN PARIS MOTORSHOW 2012
As Micra had a partnership
with the Magazine ELLE, we
offered visitor t...
26
CREATIVE TECHNOLOGY
NISSAN PARIS MOTORSHOW 2012
As NV200 was planned to
become the NY Taxi we used the
RFID cards we us...
27
CREATIVE TECHNOLOGY
BMW SERIE 1
EXAMPLE
28
CREATIVE TECHNOLOGY
 The brief :
 A display campaign to promote new
BMW Serie 1.
 Who is aimed to urban and connecte...
29
CREATIVE TECHNOLOGY
30
CREATIVE TECHNOLOGY
 A few years ago technology was the 5th
wheel in an agency. Even in digital
agencies.
 Being only...
31
CREATIVE TECHNOLOGY
 The tricky question is : when do we need Creative
Technology ?
 In all projects ? Certainly not....
32
CREATIVE TECHNOLOGY
PROJECT MANAGEMENT
PLANNING
SOCIAL
MEDIA
E-CRM/CRM
IT
DIGITAL PRODUCTION
CREATION
CREATIVE
TECHNOLO...
33
① CREATIVE TECHNOLOGY IS AN OTHER
WAY OF THINKING PROJECTS
② IT’S A MATTER OF MASTERIZING
TECHNOLOGIES TO CREATE
ENGAGE...
34
ABOUT CREATIVE TECH.
 AGENCIES SCOPE NOWADAYS
 NEW STAKES, NEW TOOLS, NEW REWARDS
 CREATIVE TECHNOLOGY
 CREATIVE TE...
35
CREATIVE TECHNOLOGIST
In 2011, Edward Boches was answering the
question “what is the most important job in
advertising ...
36
CREATIVE TECHNOLOGIST
 The Creative Technologist has a very good
advertising and marketing knowledge.
 He has a very ...
37
CREATIVE TECHNOLOGIST
 BUT FIRST OF ALL HE IS A
TECHNOLOGIST.
 With creative skills and sensibility
 BUT HE IS A TEC...
38
CREATIVE TECHNOLOGIST
 Being a technologist means he loves
technologies.
 He loves them so much than he is
able to ju...
39
CREATIVE TECHNOLOGIST
 What does he do then?
 Monitoring, monitoring, monitoring.
 He detects and follow startups
 ...
40
CREATIVE TECHNOLOGIST
 But the real question is what he does
not.
 The temptation is often strong to couple
the funct...
41
CREATIVE TECHNOLOGIST
 Some Creative Technologists are also in charge
of Technical Direction.
Not good. He would get s...
42
CREATIVE TECHNOLOGIST
 Don’t get me wrong. He’s not the only one
able to have ideas including technologies.
 He plays...
43
ABOUT CREATIVE TECH.
 AGENCIES SCOPE NOWADAYS
 NEW STAKES, NEW TOOLS, NEW REWARDS
 CREATIVE TECHNOLOGY
 CREATIVE TE...
44
AROUND US
They are many ways to integrate Creative
Technology within an agency. Most are
labeled “lab” though.
Full int...
45
AROUND US
Planning lab :
A lab that delivers studies and courses about
new technological trends. It’s BBH Lab or BBDO
L...
46
AROUND US
 It’s still a very young job.
 First worldwide Creative Technology Summit took
place in London this year.
...
47
ABOUT CREATIVE TECH.
 AGENCIES SCOPE NOWADAYS
 NEW STAKES, NEW TOOLS, NEW REWARDS
 CREATIVE TECHNOLOGY
 CREATIVE TE...
48
LET’S BEGIN
 Main clients :
 Peugeot / Renault / BMW / Nissan / Citroën
  They got money and are tech savvy
 Dior ...
49
LET’S BEGIN
 So what ?
 Creative Technology is an investment.
 Remember, we are talking about innovation.
 Sometime...
50
LET’S BEGIN
 We can’t do Creative Technology with all clients.
 We can’t do Creative Technology on all projects.
 I’...
51
WHAT TO KEEP IN MIND ?
 We need to innovate in the way we communicate.
And promote it.
 There are many many new techn...
52
LET’S START
THANK YOU SO MUCH FOR LISTENING
…
I am @canheads
ANY QUESTIONS ?
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Creative Technology by Les Gaulois (Havas WW december 2013)

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Here is the deck of the Creative Technology meeting for Havas WW in Prague by Les Gaulois (Guillaume Cartigny). December 2013.

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Transcript of "Creative Technology by Les Gaulois (Havas WW december 2013)"

  1. 1. CREATIVE TECHNOLOGY FOR ADVERTISING INDUSTRY
  2. 2. 2  AGENCIES SCOPE NOWADAYS  NEW STAKES, NEW TOOLS, NEW REWARDS  CREATIVE TECHNOLOGY  CREATIVE TECHNOLOGIST  AROUND US  LET’S BEGIN ABOUT CREATIVE TECH.
  3. 3. 3  Creative Technologist at Les Gaulois  First web site in 1995  15 years in the digital field. 7 years as a full time developer.  Former Creative Technologist at Being TBWA & JWT Paris  Former CTO at Publicis Marcel  10 years of drawing / painting / modeling courses WHO AM I ?
  4. 4. 4  Main clients :  Peugeot / Renault / BMW / Nissan / Citroën  Dior / YSL / Diesel / Shu Uemura  Orange / SFR  Main Awards :  5 FWA SOTD  1 FWA SOTM  1 Grand Prix Stratégies WHO AM I ?
  5. 5. 5  AGENCIES SCOPE NOWADAYS  NEW STAKES, NEW TOOLS, NEW REWARDS  CREATIVE TECHNOLOGY  CREATIVE TECHNOLOGIST  AROUND US  LET’S BEGIN ABOUT CREATIVE TECH.
  6. 6. 6  At start, we were promoting our client’s products and their benefits.  Telling the people how good the product is.  This is advertising. AGENCIES SCOPE NOWADAYS
  7. 7. 7  Then we started promoting our brand.  Telling how nice the brand is.  This is brand content. AGENCIES SCOPE NOWADAYS
  8. 8. 8  Then, we started promoting our client’s capability to surprise people.  Showing how the brand can be literally stunning.  This is brand experience. AGENCIES SCOPE NOWADAYS
  9. 9. 9 ① THE PRODUCT MUST BE INNOVATIVE ② THE BRAND MUST BE INNOVATIVE ① THE COMMUNICATION MUST BE INNOVATIVE ② THE COMMUNICATION IS BEING PROMOTED AGENCIES SCOPE NOWADAYS
  10. 10. 10 ABOUT CREATIVE TECH.  AGENCIES SCOPE NOWADAYS  NEW STAKES, NEW TOOLS, NEW REWARDS  CREATIVE TECHNOLOGY  CREATIVE TECHNOLOGIST  AROUND US  LET’S BEGIN
  11. 11. 11 NEW STAKES, NEW TOOLS, NEW REWARDS NEW STAKES  Product innovation is the basis.  Content and story telling are the basis.  The new stake is the brand experience.  A brand experience that needs to be empowered by technology.
  12. 12. 12 NEW STAKES, NEW TOOLS, NEW REWARDS NEW STAKES  A brand experience that needs to be empowered by technology.  But not any kind of experience :  Something useful  Something stunning  Something fun
  13. 13. 13 NEW STAKES, NEW TOOLS, NEW REWARDS NEW STAKES  A useful experience means a tool, a service, something the consumer will put value in.  A stunning experience does not mean it’s full of technology, but it means users will experience something new, something they had never live before.
  14. 14. 14 NEW STAKES, NEW TOOLS, NEW REWARDS NEW TOOLS  Big data / open Data  Internet of things  One screen => Multi-screens => Who cares about screen anymore ?  The era of startups
  15. 15. 15 NEW STAKES, NEW TOOLS, NEW REWARDS NEW REWARDS  Cannes Festival introduced an Innovation Category this year.
  16. 16. 16 NEW STAKES, NEW TOOLS, NEW REWARDS NEW REWARDS  What really is Cinder ?  A framework => A set of VERY technical TOOLS. To create brand experience.  The first ever Innovation Cannes Lion was given to a tool. Not to an idea.  But a tool to make consumers live stunning brand experience
  17. 17. 17 NEW STAKES, NEW TOOLS, NEW REWARDS NEW REWARDS  Does it means we develop technical tools ? NO  We must know they exist.  We must know how to use them.  We must use them for our creative ideas
  18. 18. 18 ① UNLIMITED PLACES TO TOUCH CONSUMERS ② UNLIMITED TECHNICAL TOOLS TO PLAY WITH ① DIGITAL DOES NOT ONLY MEANS SCREEN ANYMORE ② INNOVATION IS A RECONIZED LEVER FOR AGENCIES SCOPE NOWADAYS
  19. 19. 19 ABOUT CREATIVE TECH.  AGENCIES SCOPE NOWADAYS  NEW STAKES, NEW TOOLS, NEW REWARDS  CREATIVE TECHNOLOGY  CREATIVE TECHNOLOGIST  AROUND US  LET’S BEGIN
  20. 20. 20 CREATIVE TECHNOLOGY HERE WE ARE !  This multiplicity of technologies has to be handled.  Because all the possibilities offered by technologies have to be canalized and turned into creativity.  Not technology for the sake of it
  21. 21. 21 CREATIVE TECHNOLOGY  Technology to serve ideas  Then Creative Technology is part of the creative process.  But as it is meant to think services and usages, Creative Technology is also very close to planners.  And most of the time, as Creative Technology is innovating, it also means
  22. 22. 22 CREATIVE TECHNOLOGY NISSAN PARIS MOTORSHOW 2012 EXAMPLE (project I did for TBWA (G1 and Being)
  23. 23. 23 CREATIVE TECHNOLOGY  Global Nissan communication : “The Ride”  Mission : Highlight the different vehicles shown :  Micra : Car for ladies. Partnership with Elle magazine  NV200 : Future NY Taxi.  Pivo 3 : An electric prototype drivable via iPhone
  24. 24. 24 CREATIVE TECHNOLOGY  We looked for a link between all the activations.  Nissan Ride  Ticket to ride  Link all the activations with a RFID card. Each card carrying a Facebook identifier of the owner Note : Our partner for RFID was previously only working for French Army
  25. 25. 25 CREATIVE TECHNOLOGY NISSAN PARIS MOTORSHOW 2012 As Micra had a partnership with the Magazine ELLE, we offered visitor to use a photobooth to take a picture of themselves and publish it on their on Facebook.
  26. 26. 26 CREATIVE TECHNOLOGY NISSAN PARIS MOTORSHOW 2012 As NV200 was planned to become the NY Taxi we used the RFID cards we used it to ways : > When a visitor with a RFID card was approaching the NV200 area, he was said “Hello” on the “nasdaq” like ticker. > He was also offered to send his own profile picture in a giant Timesquare scene displayed on a screen, and to publish it on their Facebook Timeline.
  27. 27. 27 CREATIVE TECHNOLOGY BMW SERIE 1 EXAMPLE
  28. 28. 28 CREATIVE TECHNOLOGY  The brief :  A display campaign to promote new BMW Serie 1.  Who is aimed to urban and connected young males  BMW Serie 1 specificity :  A urban car  Many option so very personnalizable
  29. 29. 29 CREATIVE TECHNOLOGY
  30. 30. 30 CREATIVE TECHNOLOGY  A few years ago technology was the 5th wheel in an agency. Even in digital agencies.  Being only considered as a production tool.  Now, the tool has grown up and is a true source of inspiration and creation  The BMW Project I just showed you was
  31. 31. 31 CREATIVE TECHNOLOGY  The tricky question is : when do we need Creative Technology ?  In all projects ? Certainly not.  So when should we integrate Creative Technology ?  Most probably, it’s important to have a Creative Technology point of view from the beginning. Meaning Planning.  But a Creative Technology should not be
  32. 32. 32 CREATIVE TECHNOLOGY PROJECT MANAGEMENT PLANNING SOCIAL MEDIA E-CRM/CRM IT DIGITAL PRODUCTION CREATION CREATIVE TECHNOLOGY  Here is how we integrate Creative Technology at Les Gaulois
  33. 33. 33 ① CREATIVE TECHNOLOGY IS AN OTHER WAY OF THINKING PROJECTS ② IT’S A MATTER OF MASTERIZING TECHNOLOGIES TO CREATE ENGAGEMENT ③ IT’S NOT ONLY CREATIVITY BUT IT IRRIGATES THE WHOLE PROCESS CREATIVE TECHNOLOGY
  34. 34. 34 ABOUT CREATIVE TECH.  AGENCIES SCOPE NOWADAYS  NEW STAKES, NEW TOOLS, NEW REWARDS  CREATIVE TECHNOLOGY  CREATIVE TECHNOLOGIST  AROUND US  LET’S BEGIN
  35. 35. 35 CREATIVE TECHNOLOGIST In 2011, Edward Boches was answering the question “what is the most important job in advertising ?” by : “I’m going out on a limb and suggesting we consider anointing a different role as the most important job in advertising. My nominee? The creative technologist.” He is the Chief Innovation Officer at Mullen, freelance Creative Director and Advertising teacher at Boston University ‘sCollege of Communication Obviously, and sadly, no one read this article till then …
  36. 36. 36 CREATIVE TECHNOLOGIST  The Creative Technologist has a very good advertising and marketing knowledge.  He has a very strong technological background  He sometimes has human sciences skills (Ergonomy, Psychology, Sociology, …)
  37. 37. 37 CREATIVE TECHNOLOGIST  BUT FIRST OF ALL HE IS A TECHNOLOGIST.  With creative skills and sensibility  BUT HE IS A TECHNOLOGIST.
  38. 38. 38 CREATIVE TECHNOLOGIST  Being a technologist means he loves technologies.  He loves them so much than he is able to jump into a new technology, try it and get his own advice about it.  But not only.
  39. 39. 39 CREATIVE TECHNOLOGIST  What does he do then?  Monitoring, monitoring, monitoring.  He detects and follow startups  He finds creative ideas  He develops PoC  He does project follow up  He team-works with planning, creatives, …
  40. 40. 40 CREATIVE TECHNOLOGIST  But the real question is what he does not.  The temptation is often strong to couple the function of Creative Technologist with an other function.  And it does not work.
  41. 41. 41 CREATIVE TECHNOLOGIST  Some Creative Technologists are also in charge of Technical Direction. Not good. He would get stuck in low added-value production jam.  Some Creative Technologists are also in charge of Creative Direction. Not good. He would be both judge and jury.  The Creative Technologist has to be Creative Technologist.
  42. 42. 42 CREATIVE TECHNOLOGIST  Don’t get me wrong. He’s not the only one able to have ideas including technologies.  He plays two roles :  Finding ideas with Technology as a starting point.  But he’s also involved into magnifying others ideas.
  43. 43. 43 ABOUT CREATIVE TECH.  AGENCIES SCOPE NOWADAYS  NEW STAKES, NEW TOOLS, NEW REWARDS  CREATIVE TECHNOLOGY  CREATIVE TECHNOLOGIST  AROUND US  LET’S BEGIN
  44. 44. 44 AROUND US They are many ways to integrate Creative Technology within an agency. Most are labeled “lab” though. Full integration : The less representative. Mainly in the full digital agencies such as Digitas Lbi. A lab with creative technologists, creative coders. They do monitoring and heavy development even backend. Startup lab : A lab able to identify and incubate startups to
  45. 45. 45 AROUND US Planning lab : A lab that delivers studies and courses about new technological trends. It’s BBH Lab or BBDO Lab. Creative lab : More based on experimentations than on clients orientated projects. This is RGA or Ultra Noir
  46. 46. 46 AROUND US  It’s still a very young job.  First worldwide Creative Technology Summit took place in London this year.  A Creative Technologist’s Club is being created in France. But we are only 15 …  There are Creative Technologists in most Agencies trying
  47. 47. 47 ABOUT CREATIVE TECH.  AGENCIES SCOPE NOWADAYS  NEW STAKES, NEW TOOLS, NEW REWARDS  CREATIVE TECHNOLOGY  CREATIVE TECHNOLOGIST  AROUND US  LET’S BEGIN
  48. 48. 48 LET’S BEGIN  Main clients :  Peugeot / Renault / BMW / Nissan / Citroën   They got money and are tech savvy  Dior / YSL / Diesel / Shu Uemura   They got HUGE money  Orange / SFR   They got money and are take savvy as well
  49. 49. 49 LET’S BEGIN  So what ?  Creative Technology is an investment.  Remember, we are talking about innovation.  Sometimes, we have to “sponsored” some projects.  All clients are not willing to bet on technology.
  50. 50. 50 LET’S BEGIN  We can’t do Creative Technology with all clients.  We can’t do Creative Technology on all projects.  I’d say the best way to start could be working with an external Creative Technologist, on some targeted projects and then capitalize on the experience.
  51. 51. 51 WHAT TO KEEP IN MIND ?  We need to innovate in the way we communicate. And promote it.  There are many many new technologies popping everyday everywhere.  Those technologies has to be masterized. This is the Creative Technology.  The Creative Technologist is a Creative with a technological way of thinking.  Consider it’s a bonus at start and then capitalize
  52. 52. 52 LET’S START THANK YOU SO MUCH FOR LISTENING … I am @canheads ANY QUESTIONS ?
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