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TECHNOLOGY + CREATIVITY
Joel Lunenfeld
CEO, Moxie Interactive
10.19.10
////TECHNOLOGY + CREATIVITY
A p r i l 1 9 ,
2 0 1 0
• A NEW DILEMMA
• A NEW DEFINITION
• A NEW TEAM
• A NEW CANVAS
• A NEW...
A NEW
DILEMMA
////WHEN DID THIS BECOME OUR JOB?
A p r i l 1 9 ,
2 0 1 0
////IT’S NOT SLOWING DOWN
A p r i l 1 9 ,
2 0 1 0
////A WORLD DEFINED BY TECHNOLGY
A p r i l 1 9 ,
2 0 1 0
Consumers hate most advertising
• Only 5 % agree with advertising...
Agencies are organized like a classical orchestra in a jazz age.
-Rishad Tobacowala
A NEW
DEFINITION
A NEW
DEFINITION
A NEW
DEFINITION
A NEW
DEFINITION
A p r i l 1 9 ,
2 0 1 0
• tech·nol·o·gy
– the branch of knowledge that deals with the creation and
use of technical means ...
A p r i l 1 9 ,
2 0 1 0
• cre·a·tiv·i·ty
– the ability to transcend traditional ideas, rules, patterns,
relationships, or ...
////TECHNOLGY & ART MUST BE REUNITED
A p r i l 1 9 ,
2 0 1 0
• The ancient Greek
concept of art (in
Greek, τέχνη,
téchnē—t...
A NEW TEAM
Art Director Copywriter+
Art Director + Copywriter + UX + Media Planner
Art Director + Copywriter + UX + Media Planner
+ Analyst
+ Legal Council + Evangelist
Developer + Producer +
Database Arch...
A NEW CANVAS
ROBOTSPACE MISSION THE WORLD
A SONG ABOUT HOMEWORK
A NEW
CONNECTION
A Personal One
YOU
ARE
HERE
An Emotional One
A Helpful One
A NEW
AGENCY
Moxie is creating the agency of the future.
Technology sparked a refreshing, open dialogue between people and
brands. By e...
////PRACTICE WHAT WE PREACH
A p r i l 1 9 ,
2 0 1 0
• Be an Agency AND a Developer
• Connect Brands to People with Technol...
////ENCOURAGE ENTREPRENEURSHIP
A p r i l 1 9 ,
2 0 1 0
////WHAT THIS MEANS TO YOU
A p r i l 1 9 ,
2 0 1 0
• Question traditional structures
• Invent a new canvas
• Develop you o...
Atlanta Ad Club: Blending Technology with Creativity
Atlanta Ad Club: Blending Technology with Creativity
Atlanta Ad Club: Blending Technology with Creativity
Atlanta Ad Club: Blending Technology with Creativity
Atlanta Ad Club: Blending Technology with Creativity
Atlanta Ad Club: Blending Technology with Creativity
Atlanta Ad Club: Blending Technology with Creativity
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Atlanta Ad Club: Blending Technology with Creativity

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Atlanta Ad Club: Blending Technology with Creativity

  1. 1. TECHNOLOGY + CREATIVITY Joel Lunenfeld CEO, Moxie Interactive 10.19.10
  2. 2. ////TECHNOLOGY + CREATIVITY A p r i l 1 9 , 2 0 1 0 • A NEW DILEMMA • A NEW DEFINITION • A NEW TEAM • A NEW CANVAS • A NEW AGENCY
  3. 3. A NEW DILEMMA
  4. 4. ////WHEN DID THIS BECOME OUR JOB? A p r i l 1 9 , 2 0 1 0
  5. 5. ////IT’S NOT SLOWING DOWN A p r i l 1 9 , 2 0 1 0
  6. 6. ////A WORLD DEFINED BY TECHNOLGY A p r i l 1 9 , 2 0 1 0 Consumers hate most advertising • Only 5 % agree with advertising claims: start being honest and authentic • 50 % say brands don’t live up to advertising promises • 67 % complain there is too much advertising: forget messages, create experiences and conversation Adaptive marketing is the new model • Everything is powered by digital: hire digital, think digital, learn digital or die • Real time response, as in political advertising, is the future of marketing: monitor social media regularly and get everyone a Flipcam Media needs to combine paid, owned and earned • Paid: for scale and reach and speed: social can’t do everything, reach, scale and speed come from paid / Owned: for content, relationships, listening and co-creation: open source opportunities are everywhere so create great content, utility and apps / Earned: social, WOM, PR, bloggers, influencers: paid can’t do everything; you need a social and conversation strategy, not simply a presence on Facebook Successful agencies will move well beyond campaigns • Stop thinking in terms of audience and think about a community of participants: a brand’s consumers may be your best creative resource, or at least your best medium
  7. 7. Agencies are organized like a classical orchestra in a jazz age. -Rishad Tobacowala
  8. 8. A NEW DEFINITION
  9. 9. A NEW DEFINITION
  10. 10. A NEW DEFINITION
  11. 11. A NEW DEFINITION
  12. 12. A p r i l 1 9 , 2 0 1 0 • tech·nol·o·gy – the branch of knowledge that deals with the creation and use of technical means and their interrelation with life, society, and the environment, drawing upon such subjects as industrial arts, engineering, applied science, and pure science.
  13. 13. A p r i l 1 9 , 2 0 1 0 • cre·a·tiv·i·ty – the ability to transcend traditional ideas, rules, patterns, relationships, or the like, and to create meaningful new ideas, forms, methods, interpretations, etc.; originality, progressiveness, or imagination: the need for creativity in modern industry; creativity in the performing arts.
  14. 14. ////TECHNOLGY & ART MUST BE REUNITED A p r i l 1 9 , 2 0 1 0 • The ancient Greek concept of art (in Greek, τέχνη, téchnē—the root of "technique” and “technology”
  15. 15. A NEW TEAM
  16. 16. Art Director Copywriter+
  17. 17. Art Director + Copywriter + UX + Media Planner
  18. 18. Art Director + Copywriter + UX + Media Planner + Analyst + Legal Council + Evangelist Developer + Producer + Database Architect + Trendspotter + Anthropologist + Project Manager
  19. 19. A NEW CANVAS
  20. 20. ROBOTSPACE MISSION THE WORLD
  21. 21. A SONG ABOUT HOMEWORK
  22. 22. A NEW CONNECTION
  23. 23. A Personal One YOU ARE HERE
  24. 24. An Emotional One
  25. 25. A Helpful One
  26. 26. A NEW AGENCY
  27. 27. Moxie is creating the agency of the future. Technology sparked a refreshing, open dialogue between people and brands. By embracing that, we are reinventing the role of advertising. With passion, agility, integrity, imagination, and moxie, every day we fuse media, creative, and technology to achieve brave, accountable marketing solutions.
  28. 28. ////PRACTICE WHAT WE PREACH A p r i l 1 9 , 2 0 1 0 • Be an Agency AND a Developer • Connect Brands to People with Technology • Practice Transparency and Collaboration • Remove Department Silos • Crowdsource the Best Ideas • Encourage Entrepreneurship
  29. 29. ////ENCOURAGE ENTREPRENEURSHIP A p r i l 1 9 , 2 0 1 0
  30. 30. ////WHAT THIS MEANS TO YOU A p r i l 1 9 , 2 0 1 0 • Question traditional structures • Invent a new canvas • Develop you own IP • Be careful what you outsource • Practice what you preach

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