The Role of the Creative TechnologistScott PrindleExecutive Creative Technology DirectorCrispin 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 we...
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/tech...
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
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...
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         d...
And structured data and APIsThat we use to search, sort, filter, edit,and save.
And speak in a long list of acronyms    XML, HTTP, SSL, JDBC, AJAX, CSS,    HTML, FBML, SQL, TCP/IP, FTP, RGB,    W3C, ASC...
And are relatively new to the world ofadvertising.
What do we call this position? -  programmer? -  developer? -  software engineer? -  creative programmer? -  interactive d...
A tour through our bookshelves can helpbetter define the role.
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...
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=12915667...
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&...
Source: http://www.amazon.com/Mashups-Strategies-Enterprise-Jeffrey-Hanson/dp/032159181X/ref=sr_1_1?ie=UTF8&s=books&qid=12...
Source: http://www.amazon.com/Essential-Facebook-Development-Successful-Applications/dp/0321637984/ref=sr_1_1?ie=UTF8&s=bo...
Source: http://www.amazon.com/Groundswell-Winning-Transformed-Social-Technologies/dp/1422125009/ref=sr_1_1?s=books&ie=UTF8...
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=...
Source: http://www.amazon.com/iPhone-SDK-Programming-Advanced-Development/dp/0470683988/ref=sr_1_4?s=books&ie=UTF8&qid=129...
Source: http://www.amazon.com/Hello-Android-Introducing-Development-Programmers/dp/1934356565/ref=sr_1_1?s=books&ie=UTF8&q...
Source: http://www.amazon.com/Introducing-HTML5-Voices-That-Matter/dp/0321687299/ref=sr_1_1?ie=UTF8&s=books&qid=1291567009...
Source: http://www.amazon.com/Digital-Television-Third-Satellite-Terrestrial/dp/0240520815/ref=sr_1_1?s=books&ie=UTF8&qid=...
Source: http://www.amazon.com/Everyware-Dawning-Age-Ubiquitous-Computing/dp/0321384016/ref=sr_1_1?s=books&ie=UTF8&qid=1291...
We’re in the advertising business now.Shouldn’t programmers know abouttraditional advertising? And know how tomake adverti...
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=12915668...
http://www.amazon.com/Truth-Lies-Advertising-Account-Planning/dp/0471189626/ref=sr_1_1?ie=UTF8&qid=1304005692&sr=8-1#reade...
http://www.amazon.com/Hey-Whipple-Squeeze-This-Advertising/dp/0470190736/ref=sr_1_1?ie=UTF8&qid=1303949861&sr=8-1#reader_0...
Source: http://www.amazon.com/Advertising-Concept-Book-Pete-Barry/dp/0500287384/ref=pd_sim_b_1
Back to titles. The industry has rallied    around the title Creative Technologist     Source: http://markavnet.wordpress....
The role of the creative technologist
The creative technologist is a keymember of the digital creative leadershipteam.And helps lead projects from briefing,throu...
1) The creative technologist writes codeand makes functional software.
2) 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 ...
3) The creative technologist bringsemerging technology thinking into thecreative concepting process.
A couple of years ago our toolkit wassomewhat limited:   -  Flash    -  HTML    -  Video   -  Databases
Technologies in our now toolkit include: -  Flash                     -  Tablet devices -  HTML                      -  Au...
4) The creative technologist managescomplexity and change.
Rapid advances in technology can beintimidating and overwhelming.
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.
The Internet TV is a client.            Source: http://www.facebook.com, insidefacebook.com
We need to be positioned to manage themulti-screen consumer experience
5) The creative technologist builds earlyprototypes to test ideas, interactions, andfunctionality.This creates forward mom...
Dominos: visual builder prototype
Dominos: visual builder liveSource: http://www.dominos.com
6) The creative technologist enables anagile workflow.This helps to ensure high-quality, on-timedeliveries.
7) 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/glo...
8) The creative technologist sparkscreative thinking through emergingtechnology research andexperimentation.
Art, science, and play had merged into the  magical activity of programming, with every  hacker an omnipotent master of th...
Augmented reality (AR) prototyping
BK: augmented reality banner
Experiments with multitouch table
Experiments with the connectedvehicle: Trike Plus
Experiments with the connectedvehicle: Trike Plus
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...
Points to consider when introducingtechnology into a traditional environment-  Put technologists on your core strategic an...
Points for technologists to considerwhen joining a traditional environment-  Don’t hide behind esoteric acronyms and buzzw...
Good resources on technology Blogs       - Creative technologist group on LinkedIn        http://www.linkedin.com/groups?g...
Thank you.
MDW Boulder April '11 | Scott Prindle_The Role of the Creative Technologst
MDW Boulder April '11 | Scott Prindle_The Role of the Creative Technologst
MDW Boulder April '11 | Scott Prindle_The Role of the Creative Technologst
MDW Boulder April '11 | Scott Prindle_The Role of the Creative Technologst
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MDW Boulder April '11 | Scott Prindle_The Role of the Creative Technologst

  1. 1. The Role of the Creative TechnologistScott PrindleExecutive Creative Technology DirectorCrispin Porter + Bogusky
  2. 2. Moore s Law The number of transistors on a chip willdouble about every two years.Gordon Moore, Intel co-founder, 1965
  3. 3. More processing power, falling costs
  4. 4. Source: http://www.staps.uhp-nancy.fr/informatique/eniac_fichiers/eniac4.jpg
  5. 5. http://www.apple.com/iphone/gallery/#gallery01
  6. 6. "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
  7. 7. More storage, falling costs
  8. 8. 5 MB in 1956Source: http://www-03.ibm.com/ibm/history/exhibits/storage/storage_350.html, http://www.snopes.com/photos/technology/storage.asp
  9. 9. 64 GB in 2010Source: http://www.sandisk.com/products/usb-flash-drives/sandisk-ultra-backup-usb-flash-drive
  10. 10. Faster bandwidth, falling costs
  11. 11. Source: http://www.colbertnation.com/the-colbert-report-videos/219665/february-24-2009/1997-flashback
  12. 12. We’ve shifted from a traditional model
  13. 13. To a hybrid traditional/microsite model
  14. 14. To a growing digital ecosystem driven by complexsoftware and algorithms
  15. 15. This ecosystem combines elements of brand story and brandutility
  16. 16. It makes sense then to integrate thosewho live and breath software and utility –creative technologists (programmers) –into your creative and strategic process.
  17. 17. Culture clash at first
  18. 18. Technologists think in code
  19. 19. 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
  20. 20. And structured data and APIsThat we use to search, sort, filter, edit,and save.
  21. 21. 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
  22. 22. And are relatively new to the world ofadvertising.
  23. 23. What do we call this position? -  programmer? -  developer? -  software engineer? -  creative programmer? -  interactive developer? -  creative coder? -  data processor? -  creative technologist? "
  24. 24. A tour through our bookshelves can helpbetter define the role.
  25. 25. The early years: brochureware and thebeginnings of ecommerce
  26. 26. Source: http://www.amazon.com/HTML-XHTML-Definitive-Guide-6th/dp/0596527322/ref=sr_1_4?ie=UTF8&qid=1291566619&sr=8-4
  27. 27. 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
  28. 28. 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
  29. 29. The emergence of digital branding: themicrosite era
  30. 30. 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
  31. 31. Web 2.0 and the rise of social media
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. 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
  36. 36. Looking ahead: computing extends beyondthe desktop
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. 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
  41. 41. Source: http://www.amazon.com/Digital-Television-Third-Satellite-Terrestrial/dp/0240520815/ref=sr_1_1?s=books&ie=UTF8&qid=1291991530&sr=1-1#reader_0240520815
  42. 42. 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
  43. 43. We’re in the advertising business now.Shouldn’t programmers know abouttraditional advertising? And know how tomake advertising concepts?
  44. 44. Source: http://www.amazon.com/Ogilvy-Advertising-David/dp/039472903X/ref=sr_1_1?s=books&ie=UTF8&qid=1291566827&sr=1-1
  45. 45. 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
  46. 46. http://www.amazon.com/Truth-Lies-Advertising-Account-Planning/dp/0471189626/ref=sr_1_1?ie=UTF8&qid=1304005692&sr=8-1#reader_0471189626
  47. 47. http://www.amazon.com/Hey-Whipple-Squeeze-This-Advertising/dp/0470190736/ref=sr_1_1?ie=UTF8&qid=1303949861&sr=8-1#reader_0470190736
  48. 48. Source: http://www.amazon.com/Advertising-Concept-Book-Pete-Barry/dp/0500287384/ref=pd_sim_b_1
  49. 49. Back to titles. The industry has rallied around the title Creative Technologist Source: http://markavnet.wordpress.com/2010/06/22/what-the-heck-is-a-creative-technologist/, http://www.thefwa.com/job/creative-technologist-1oe,http://www.impactful-conversations.com/2010/07/creative-technologist-new-role-in.html
  50. 50. The role of the creative technologist
  51. 51. 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.
  52. 52. 1) The creative technologist writes codeand makes functional software.
  53. 53. 2) The creative technologist leadsstrategic and creative thinking for brandutilities and platforms.
  54. 54. 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, www.openforum.com
  55. 55. 3) The creative technologist bringsemerging technology thinking into thecreative concepting process.
  56. 56. A couple of years ago our toolkit wassomewhat limited: -  Flash -  HTML -  Video -  Databases
  57. 57. Technologies in our now toolkit include: -  Flash -  Tablet devices -  HTML -  Augmented reality -  Video -  Voice recognition and -  Databases audio detection -  Mobile -  Physical computing -  Augmented reality -  Facebook -  NFC -  Twitter -  E-readers -  Geo-location -  Connected TV -  Multi-touch interfaces -  Automotive technologies -  APIs/Mashups - Robotics -  Near field communications
  58. 58. 4) The creative technologist managescomplexity and change.
  59. 59. Rapid advances in technology can beintimidating and overwhelming.
  60. 60. With an in-depth understanding of corecomputer science and IT principles, thisrapid change and complexity ismanageable.
  61. 61. The client-server model
  62. 62. The web browser on your laptop is a client.
  63. 63. The smart phone app is a client.
  64. 64. The tablet device app is a client.
  65. 65. The Internet TV is a client. Source: http://www.facebook.com, insidefacebook.com
  66. 66. We need to be positioned to manage themulti-screen consumer experience
  67. 67. 5) The creative technologist builds earlyprototypes to test ideas, interactions, andfunctionality.This creates forward momentum and isvery helpful in selling through ideas.
  68. 68. Dominos: visual builder prototype
  69. 69. Dominos: visual builder liveSource: http://www.dominos.com
  70. 70. 6) The creative technologist enables anagile workflow.This helps to ensure high-quality, on-timedeliveries.
  71. 71. 7) The creative technologist managesrelationships with client IT stakeholders.
  72. 72. 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
  73. 73. 8) The creative technologist sparkscreative thinking through emergingtechnology research andexperimentation.
  74. 74. Art, science, and play had merged into the magical activity of programming, with every hacker an omnipotent master of the flow of information within the machine. Steven Levy, Hackers: Heroes of the Computer Revolution Source: http://www.amazon.com/Hackers-Heroes-Computer-Revolution-Anniversary/dp/1449388396/ref=sr_1_1?ie=UTF8&qid=1291568052&sr=8-1
  75. 75. Augmented reality (AR) prototyping
  76. 76. BK: augmented reality banner
  77. 77. Experiments with multitouch table
  78. 78. Experiments with the connectedvehicle: Trike Plus
  79. 79. Experiments with the connectedvehicle: Trike Plus
  80. 80. VW Fun Theory http://www.youtube.com/watch?v=cbEKAwCoCKw
  81. 81. One happy family now
  82. 82. 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.
  83. 83. 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-  Try out new team structures-  Understand that making software is a significantly differentprocess than making TV, print, or radio. QA is very, very important.-  Be respectful of the complexity of the software developmentprocess"
  84. 84. 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"
  85. 85. Good resources on technology Blogs - Creative technologist group on LinkedIn http://www.linkedin.com/groups?gid=2830357 - www.slashdot.com" - www.ajaxian.com - www.sparkfun.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 """
  86. 86. Thank you.

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