Code Worldwide: Investing in creative technology

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Investing In CreativeTechnology Matt McNeany, Code

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What I wantto do today • What is Creative Technology – and is it relevant to you? • What are the financial cases? • How do you decide what to invest in? And how to make that investment work

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What is Creative Technology? And why do you need it?

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The Debate

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“You cannot nowtalk about Creativity without talking about Technology”

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Business Data Intelligence Visualisation Workflow Asset Analytics Mngt Ad serving Ad Builder (e)CRM Digital @ Retail Client Extranet Social Knowledge Mobile Cloud Management Distribution Media networks html5 Games Management “App” (Hyper-) Search Mapping Localization Rich Content Internet Mngt Applications Machine Email Marketing Optimization Automation Augmented Enterprise NFC Social reality Networking

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Defining Creative Technology New Business Models Creative Technology New ways of Engaging New ways of Working the ‘Audience’

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Why this definitionmatters “It’s like hundreds of baseballs are dropping all around me and I don’t know which one to catch” Hyper Island student The Future of Advertising, Fastcompany, Nov 2010

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Why this definitionmatters Different technologies = different business models

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A (personal) Map of the Creative Technology-osphere

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Mapping Creative Technology Revenue New ways of Engaging New ways of Working the ‘Audience’ Cost

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Mapping Creative Technology Revenue (Hyper-) Digital @ Gaming Localization Retail Marketing Social Mobile Automation Digital Web Video Ad Builder Analytics Optimization Augmented iAD Reality Digital (e)CRM Display New ways of Engaging New ways of Working Content Search the ‘Audience’ Mngt Data visualisation Media Mngt Cloud Business Intelligence Distribution API/open Networks architecture Enterprise Social Networking Rich Internet Ad Serving Email Technology html5 Client Extranet Chrome iOS Android OS Workflow Knowledge Asset Mngt Cost Mngt

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Mapping Creative Technology Revenue (Hyper-) Digital @ Gaming Localization Retail Marketing Social Mobile Automation Digital Web Video Ad Builder Analytics Optimization Augmented iAD Reality Digital (e)CRM Display New ways of Engaging New ways of Working Content Search the ‘Audience’ Mngt Data visualisation Media Mngt Cloud Business Intelligence Distribution API/open Networks architecture Enterprise Social Networking Rich Internet Ad Serving Email Technology html5 Client Extranet Chrome iOS Android OS Workflow Knowledge Asset Mngt Cost Mngt

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Mapping Creative Technology Revenue (Hyper-) Digital @ Gaming Localization Retail Marketing Social Mobile Automation Digital Web Video Ad Builder Analytics Optimization Augmented iAD Reality Digital (e)CRM Display New ways of Engaging New ways of Working Content Search the ‘Audience’ Mngt Data visualisation Media Mngt Cloud Business Intelligence Distribution API/open Networks architecture Enterprise Social Networking Rich Internet Agency Operating Ad Serving Email Technology html5 Client Extranet Systems Android iOS Chrome Workflow OS Knowledge Asset Mngt Mngt Cost

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Mapping Creative Technology Revenue (Hyper-) Digital @ Gaming Localization Retail Marketing Social Mobile Automation Digital Web Video Ad Builder Analytics Optimization Augmented iAD Reality Digital (e)CRM Display New ways of Engaging New ways of Working Content Search the ‘Audience’ Mngt Data visualisation Media Mngt Cloud Business Intelligence Distribution API/open Networks architecture Enterprise Social Networking Rich Internet Ad Serving Email Technology html5 Client Extranet Performance management Chrome iOS Android OS Workflow Knowledge Asset Mngt Cost Mngt

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Mapping Creative Technology Revenue (Hyper-) Digital @ Gaming Localization Retail Marketing Social Mobile Automation Digital Web Video Ad Builder Analytics Optimization Augmented iAD Reality Digital (e)CRM Display New ways of Engaging New ways of Working Content Search the ‘Audience’ Mngt Data visualisation Media Mngt Cloud Business Intelligence Distribution API/open Networks architecture Enterprise Social Networking Rich Internet Ad Serving Email Technology html5 Client Extranet Performance management Chrome iOS Android OS Workflow Knowledge Asset Mngt Cost Mngt

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Mapping Creative Technology Revenue (Hyper-) Digital @ Gaming Localization Retail Marketing Social Mobile Automation Digital foundation Web Digital Video technologies Builder emerging Ad and Analytics Optimization media platforms iAD Augmented Reality Digital (e)CRM Display New ways of Engaging New ways of Working Content Search the ‘Audience’ Mngt Data visualisation Media Mngt Cloud Business Intelligence Distribution API/open Networks architecture Enterprise Social Networking Rich Internet Ad Serving Email html5 Technology Client Extranet iOS Android Chrome OS Workflow Knowledge Asset Mngt Cost Mngt

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Mapping Creative Technology Revenue (Hyper-) Digital @ Gaming Localization Retail www.thewildernessdowntown.com Marketing Social Mobile Automation Digital foundation Web Digital Video technologies Builder emerging Ad and Analytics Optimization media platforms iAD Augmented Reality Digital (e)CRM Display New ways of Engaging New ways of Working Content Search the ‘Audience’ Mngt Data visualisation Media Mngt Cloud Business Intelligence Distribution API/open Networks architecture Enterprise Social Networking Rich Internet Ad Serving Email html5 Technology Client Extranet iOS Android Chrome OS Workflow Knowledge Asset Mngt Cost Mngt

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Mapping Creative Technology Revenue (Hyper-) Digital @ Gaming Localization Retail Marketing Social Mobile Automation Digital Web Video Ad Builder Analytics Optimization Augmented iAD Reality Digital (e)CRM Display New ways of Engaging New ways of Working Content Mngt Search the ‘Audience’ Data visualisation Media Mngt Cloud Business Intelligence Distribution API/open Networks architecture Enterprise Social Networking Rich Internet Ad Serving Email Technology html5 Client Extranet Marketing Content Management & Chrome iOS Android Workflow Distribution tools – release value of OS Asset Mngt Knowledge content; deploy across multiple screens Mngt Cost

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Mapping Creative Technology Revenue (Hyper-) Digital @ Gaming Localization Retail Marketing Social Mobile Automation Digital Web Video Ad Builder Analytics Optimization Augmented iAD Reality Digital (e)CRM Display New ways of Engaging New ways of Working Content Mngt Search the ‘Audience’ Data visualisation Media Mngt Cloud Business Intelligence Distribution API/open Networks architecture Enterprise Social Networking Rich Internet Ad Serving Email Technology html5 Client Extranet Marketing Content Management & Chrome iOS Android Workflow Distribution tools – release value of OS Asset Mngt Knowledge content; deploy across multiple screens Mngt Cost

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Mapping Creative Technology Revenue (Hyper-) Digital @ Gaming Localization Retail Marketing Social Mobile Automation Digital Web Ad Builder Analytics Optimization Video Augmented iAD Reality Digital (e)CRM Display New ways of Engaging New ways of Working Content Mngt End-to-end, fully automated, Search the ‘Audience’ constantly optimized Data visualisation Media Mngt Cloud marketing implementation Business Intelligence Distribution API/open Networks architecture Enterprise Social Networking Rich Internet Ad Serving Email Technology html5 Client Extranet Chrome iOS Android OS Workflow Knowledge Asset Mngt Cost Mngt

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Mapping Creative Technology Revenue (Hyper-) Digital @ Gaming Localization Retail ‘Traditional’ digital media Marketing Social Mobile Automation Digital Web Video Ad Builder Analytics Optimization Augmented iAD Reality Digital (e)CRM Display New ways of Engaging New ways of Working Content Search the ‘Audience’ Mngt Data visualisation Media Mngt Cloud Business Intelligence Distribution API/open Networks architecture Enterprise Social Networking Rich Internet Ad Serving Email Technology html5 Client Extranet Chrome iOS Android OS Workflow Knowledge Asset Mngt Cost Mngt

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Mapping Creative Technology Revenue (Hyper-) Digital @ Gaming Localization Retail Marketing Social Mobile Automation Digital Web Video Ad Builder Analytics Optimization Augmented iAD Reality Digital (e)CRM Display New ways of Engaging New ways of Working Content Search the ‘Audience’ Mngt Data visualisation Media Mngt Cloud Business ‘Emerging’ digital media Intelligence Distribution API/open Networks architecture Enterprise Social Networking Rich Internet Ad Serving Email Technology html5 Client Extranet Chrome iOS Android OS Workflow Knowledge Asset Mngt Cost Mngt

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“The Future ishere. It is just unevenly distributed.” William Gibson

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Fast-tracking evolution...

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• WE NEEDA WEBSITE • WE NEED A WEB STRATEGY • WE NEED TO MAKE MONEY FROM OUR WEBSITE

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• WE NEEDA FACEBOOK PAGE • WE NEED A SOCIAL STRATEGY • WE NEED TO MAKE MONEY FROM SOCIAL

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• WE NEEDBETTER TECHNOLOGY • WE NEED A CREATIVE TECHNOLOGY STRATEGY • WE NEED TO MAKE MONEY FROM CREATIVE TECHNOLOGY

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The Business Casefor Creative Technology

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Monetization strategies • Thereare as many business models as there are tech ideas • 3 real world examples that have worked

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Agency Operating System Initialinvestment $ 250,000 Number of employees 450 Anticipated lifespan of product (years) 3 Minutes saved per employee per day 15 Amortized investment cost per year $ 83,333 Time saved per month in business (hours) 2475 Maintenance allowance 15% Hours saved per year 29700 Total cost per year $ 120,833 Equivalent FTEs 16.5 Average cost per FTE $ 75,000 Cost savings per year $ 1,237,500 Return on investment 1024%

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Social Media App Cost Option 1 - Time & materials Option 2 - Licensed product Client per site per market per year Initial development cost $ 45,000 Bill 100 days @ $900/day $ 90,000 license $ 18,000 Productization cost $ 22,000 Number of sales until break even 3.72 Total Cost $ 67,000 Profit $ 45,000 Number of sales made to date 14 Revenue $ 252,000 Profit $ 185,000 Return on investment 100% Return on investment 276%

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How do youembed Creative Technology within your business?

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Good and BadWays to start • “We’re pitching for Acme and we’ve got to demonstrate that we’ve implemented a global workflow system.” • “Our Amsterdam office has got a tool – can we use that?” • “CompetitorCo have just bought BrainDogg! We need to do a deal with FlapBird.”

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Building a CreativeTechnology Strategy Vision Business Technical Resource Change Model Architecture Plan Management

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Who are youin a technology world?

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Who are you? What you are passionate about? What you can be What drives your best in the world economic engine? at?

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Example – CreativeTechnology Strategy • The advertising implementation marketplace will come to be dominated by automated solutions . • Clients will implement their marketing campaigns across all media channels in seconds, whilst continually optimizing the effectiveness of their content • It is our goal to be the leader of that movement • We will develop a re-usable product and license it to our clients, saving them money and building our profit as our marginal cost of implementation will be very low.

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Example – CreativeTechnology Strategy • Every time a consumer encounters our clients’ brands, it must be a memorable event • Digital media may be functional but it is ugly, cluttered and confused. • We will beautify digital. • We will be the aesthetic reference point for all digital brands • We will understand - and lead - the art and science of digital communications • We will charge a premium for this service

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Example Technical Architecture

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Resourcing Strategies • Arewe going to build it or buy it? • Which individuals can do this work – internally and externally? • How do we find them, train them, motivate them? • How do we organize them?

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Resourcing “Agency teams should includedata analysts and technologists that work in tandem with creative staff” Forrester – The Future of Agency Relationships

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Change Management • Thiswill change your business – you want it to • Not everyone will want that • The tech will fail sometimes • Be prepared to evangelize, incentivize and compel the change

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Talk less; domore Vision Business Technical Resource Change Model Architecture Plan Management ACTION!

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“It is notthe strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” Charles Darwin

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More... JP Rangaswami –Chief Scientist, salesforce.com @jobsworth http://confusedofcalcutta.com/ Tim Sparke – Digital Coach, Code @sparkey www.sparkelife.com Me www.codeworldwide.com @mmcneany

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get in touch Matt McNeany CEO matt.mcneany@codeworldwide.com +44 (0)20 7866 7836

Code Worldwide: Investing in creative technology

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