My 2012 iAB Chile talk

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How Technology is disrupting the Advertising Agency creative process.

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My 2012 iAB Chile talk

  1. 1. Technology disrupting theAdvertising AgencyCreative Process
  2. 2. Hello! Iʼm Ricardo Diaz.Director of Creative Technologyat TBWACHIATDAY LA
  3. 3. Who am I? What do I do?
  4. 4. Who am I? What do I do?1. Computer Science Degree. Started at a Production company.
  5. 5. 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
  6. 6. 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).
  7. 7. The Digital Evolution
  8. 8. 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
  9. 9. 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
  10. 10. Creative Technologist?
  11. 11. Creative Technologist?1. Years of experience building various types of digital projects.
  12. 12. Creative Technologist?1. Years of experience building various types of digital projects.2. Senior most technical position on my team.
  13. 13. 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.
  14. 14. 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.
  15. 15. Case Studies
  16. 16. Pepsi To The Max
  17. 17. Pepsi To The Max
  18. 18. Pepsi To The Max
  19. 19. Kraft Anything Dressing
  20. 20. Kraft Anything Dressing
  21. 21. Kraft Anything Dressing
  22. 22. Kraft Anything Dressing
  23. 23. Grammys 2011 Music isLife is Music
  24. 24. Grammys Music Is Life
  25. 25. Grammys Music Is Life
  26. 26. TBWA Projeqt
  27. 27. TBWA Projeqt
  28. 28. TBWA Projeqt
  29. 29. TBWA Insight Engine
  30. 30. TBWA Insight Engine
  31. 31. TBWA Our Prototypes
  32. 32. TBWA Prototypes
  33. 33. WORLDWIDE
  34. 34. More than 700 digital staff
  35. 35. 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
  36. 36. 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 +
  37. 37. In Conclusion
  38. 38. Our tools are continually expanding.
  39. 39. Foster a “Community of Curiosity”.
  40. 40. Brands getting into Products &Services.
  41. 41. “Media is just any space between abrand and the audience” - Lee Clow
  42. 42. Thank You@ricardodiaz

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