Creative Technology @ Les Gaulois Paris. Dec. 2013

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Here is the short version of the Creative Technology's deck made for Havas WW in december 2013.
It explains our vision of the Creative Technology, how it's now a strategic subject and how it should be implemented.
Written and presented by Guillaume Cartigny for Les Gaulois.

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Creative Technology @ Les Gaulois Paris. Dec. 2013

  1. 1. CREATIVE TECHNOLOGY FOR ADVERTISING INDUSTRY
  2. 2. 2 ABOUT CREATIVE TECH.  AGENCIES SCOPE NOWADAYS  NEW STAKES, NEW TOOLS, NEW REWARDS  CREATIVE TECHNOLOGY  CREATIVE TECHNOLOGIST  AROUND US  LET‟S BEGIN
  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  AGENCIES SCOPE NOWADAYS  NEW STAKES, NEW TOOLS, NEW REWARDS  CREATIVE TECHNOLOGY  CREATIVE TECHNOLOGIST  AROUND US  LET‟S BEGIN ABOUT CREATIVE TECH.
  5. 5. 5  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
  6. 6. 6  Then we started promoting our brand.  Telling how nice the brand is.  This is brand content. AGENCIES SCOPE NOWADAYS
  7. 7. 7  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
  8. 8. 8 ① PRODUCT INNOVATIVE ② BRAND INNOVATIVE ① COMMUNICATION INNOVATIVE ② COMMUNICATION PROMOTED AGENCIES SCOPE NOWADAYS
  9. 9. 9 ABOUT CREATIVE TECH.  AGENCIES SCOPE NOWADAYS  NEW STAKES, NEW TOOLS, NEW REWARDS  CREATIVE TECHNOLOGY  CREATIVE TECHNOLOGIST  LET‟S BEGIN
  10. 10. 10 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.
  11. 11. 11 NEW STAKES  A brand experience that needs to be empowered by technology.  But not any kind of experience :  Something useful  Something stunning  Something fun NEW STAKES, NEW TOOLS, NEW REWARDS
  12. 12. 12 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. NEW STAKES, NEW TOOLS, NEW REWARDS
  13. 13. 13 NEW TOOLS  Big data / open Data  Internet of things  One screen => Multi-screens => Who cares about screen anymore ?  The era of startups NEW STAKES, NEW TOOLS, NEW REWARDS
  14. 14. 14 NEW REWARDS  Cannes Festival introduced an Innovation Category this year. NEW STAKES, NEW TOOLS, NEW REWARDS
  15. 15. 15 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 NEW STAKES, NEW TOOLS, NEW REWARDS
  16. 16. 16 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 NEW STAKES, NEW TOOLS, NEW REWARDS
  17. 17. 17 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 CREATION NEW STAKES, NEW TOOLS, NEW REWARDS
  18. 18. 18  AGENCIES SCOPE NOWADAYS  NEW STAKES, NEW TOOLS, NEW REWARDS  CREATIVE TECHNOLOGY  CREATIVE TECHNOLOGIST  LET‟S BEGIN ABOUT CREATIVE TECH.
  19. 19. 19 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  But technology to serve ideas
  20. 20. 20  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 production follow up CREATIVE TECHNOLOGY
  21. 21. 21  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 CREATIVE TECHNOLOGY
  22. 22. 22  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 introduce anywhere. CREATIVE TECHNOLOGY
  23. 23. 23 PROJECT MANAGEMENT PLANNING SOCIAL MEDIA E-CRM/CRM IT DIGITAL PRODUCTION CREATION CREATIVE TECHNOLOGY This is how we integrate Creative Technology CREATIVE TECHNOLOGY
  24. 24. 24 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
  25. 25. 25  AGENCIES SCOPE NOWADAYS  NEW STAKES, NEW TOOLS, NEW REWARDS  CREATIVE TECHNOLOGY  CREATIVE TECHNOLOGIST  LET‟S BEGIN ABOUT CREATIVE TECH.
  26. 26. 26 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 … (http://edwardboches.com/the-most-important-job-in-advertising)
  27. 27. 27  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, …)
  28. 28. 28 BUT FIRST OF ALL HE’S A TECHNOLOGIST. With creative skills and sensibility BUT HE IS A TECHNOLOGIST.
  29. 29. 29  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.
  30. 30. 30  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, …
  31. 31. 31  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.
  32. 32. 32  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.
  33. 33. 33  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.
  34. 34. 34  AGENCIES SCOPE NOWADAYS  NEW STAKES, NEW TOOLS, NEW REWARDS  CREATIVE TECHNOLOGY  CREATIVE TECHNOLOGIST  LET‟S BEGIN ABOUT CREATIVE TECH.
  35. 35. 35  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.
  36. 36. 36  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.
  37. 37. 37  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 on it.
  38. 38. 38 THANK YOU SO MUCH FOR LISTENING … I am @canheads Working for @LesGauloisParis

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