My 2012 iAB Chile talk

Technology disrupting theAdvertising AgencyCreative Process

Hello! Iʼm Ricardo Diaz.Director of Creative Technologyat TBWACHIATDAY LA

Who am I? What do I do?

Who am I? What do I do?1. Computer Science Degree. Started at a Production company.

Who am I? What do I do?1. Computer Science Degree. Started at a Production company.2. Run the Digital Development Team / Creative Technology Lab

Who am I? What do I do?1. Computer Science Degree. Started at a Production company.2. Run the Digital Development Team / Creative Technology Lab3. Change Agent, with the help of my friends (EPs, Creatives, etc).

The Digital Evolution

Workﬂow Then PLANNING CREATIVE PRODUCTION USER EXPERIENCE a. b. c. d. e. f. g. h.INSIGHT & BRAND CREATIVE SCOPING & CREATIVE INTERACTIVE REVIEW & QUALITY RELEASEPLATFORM CONCEPTING PLANNING PRODUCTION DEVELOPMENT REFINEMENT ASSURANCE MEASUREMENTDEVELOPMENT & OPTIMIZATION

Workﬂow Now PLANNING CREATIVE PRODUCTION USER EXPERIENCE a. b. c. d. e. f. g. h.INSIGHT & BRAND CREATIVE SCOPING & CREATIVE INTERACTIVE REVIEW & QUALITY RELEASEPLATFORM CONCEPTING PLANNING PRODUCTION DEVELOPMENT REFINEMENT ASSURANCE MEASUREMENTDEVELOPMENT & OPTIMIZATION

Creative Technologist?

Creative Technologist?1. Years of experience building various types of digital projects.

Creative Technologist?1. Years of experience building various types of digital projects.2. Senior most technical position on my team.

Creative Technologist?1. Years of experience building various types of digital projects.2. Senior most technical position on my team.3. Blend of Creative, Strategic, Branding and Business mind.

Creative Technologist?1. Years of experience building various types of digital projects.2. Senior most technical position on my team.3. Blend of Creative, Strategic, Branding and Business mind.4. Introducing technology trends, dealing with the craziness, andﬁnding solutions.

Case Studies

Pepsi To The Max

Kraft Anything Dressing

Grammys 2011 Music isLife is Music

Grammys Music Is Life

TBWA Projeqt

TBWA Insight Engine

TBWA Our Prototypes

TBWA Prototypes

WORLDWIDE

More than 700 digital staff

WORLDWIDE CT CREATIVE TECH UX DESIGN EC ECOMMERCE CO CONTENT SM SOCIAL MEDIA MB MOBILE IP PLATFORMS AN ANALYTICS SE SEO + SEM AB BEHAVIOR LAB PR PRODUCTION + PARTNERSHIPS

WORLDWIDE GameLab CT CREATIVE TECH UX DESIGN EC ECOMMERCE CO CONTENT SM SOCIAL MEDIA MB MOBILE IP PLATFORMS AN ANALYTICS SE SEO + SEM AB BEHAVIOR LAB PR PRODUCTION + PARTNERSHIPS businessarts Engage ABL plus +

In Conclusion

Our tools are continually expanding.

Foster a “Community of Curiosity”.

Brands getting into Products &Services.

“Media is just any space between abrand and the audience” - Lee Clow

Thank You@ricardodiaz

My 2012 iAB Chile talk

by Ricardo Diaz on Jul 23, 2012

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