Dream in digital Tobie Andrew
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The document discusses the role of creative technologists and how they fit within creative teams and processes. Creative technologists are fluent in media technologies and apply them creatively for branding, advertising, and persuasion. They have become more strategic in recent years. Their involvement in the ideation process is important for developing innovative digital work, understanding audiences, and designing engagement through the right incentives to create advocates. Skills collaboration between different roles is emphasized.
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Dream in digital Tobie Andrew
- 2. Words
- 3. Pictures
- 4. Interaction
- 7. Trends
- 9. The biggest trends shaping media consumption are happening because of technology Traditional revenue models Centralised control Free to air TV audiences Newspaper / Magazine circulation’s Passive
- 10. The biggest trends shaping media consumption are happening because of technology Social Media - Advocacy Fragmented consumption Massive choice The Long Tail Location aware products and services Personal media through mobile (yes, for real this time) Active
- 11. What is a Creative Technologist? (a person) “fluent and confident in using media technologies appropriately in the service of branding, advertising, marketing and persuasion.” * (more simply) “a creative applier of technologies. An inventor.” * Mark Avnet, Professor at VCU Brandscenter.
- 12. Nathan Barley
- 13. YMMV Your Mileage May Vary
- 14. Iain Tait Poke - Gadget / Social polymath
- 15. Nik Roope CD / Poke and Inventor of Hulger Phone
- 16. Seb Royce Glue
- 17. Mark Cridge Glue
- 18. Gavin Gordon Rogers Agency Republic
- 23. What is a Creative Technologist? http://jobs.chinwag.com/jobs/25655/ http://www.bannerblog.com.au/jobs/2008/03/ wunderman_seeks_snr_creative_technologist.php * Mark Avnet, Professor at VCU Brandscenter.
- 25. Do you have a Creative Technologist?... ...or do you have someone in mind that could be your Creative Technologist?
- 26. How does a Creative Technologist fit into the creative process?
- 27. Digital 1997 - 2004 Creative Technologists are tactical and production focussed Brief / Pitch Planner Creative Director Strategist Art Director Copywriter Design Director Designer Rich Media Developer / Flash Developer / App Developer Creative Technology
- 28. Digital 2004 - Creative Technologists become strategic Brief / Pitch Planner Creative Director Creative Technologist Strategist Art Director Copywriter Design Director Designer Rich Media Developer App Developer
- 29. Creating world-class digital work is by its very nature collaborative, why isn’t it happening more here? Early days? Market size? Risk adversity (client / agency)? Skills / experience drought? The tyranny of distance?
- 30. Innovation + Idea (idea + execution) http://chirpcity.com/Melbourne
- 31. Some examples of things not easily achieved without the Creative Technologist in the ideation process
- 32. Poke / Global Rich List
- 33. Christian Aid / Big Cow Farm
- 34. Uniqlo 1&2
- 35. Burger King / Subservient chicken
- 36. Burger King / Subservient chicken Nike+Apple / Nike+
- 37. NikeID
- 38. Orange / ‘Unlimited’ 1&2&3
- 40. Incentives, Engagement, Advocacy One of the things a good creative technical team can bring is an understanding of the use of incentives. eg. Encouraging behaviour in games and social media requires designing the right mix of incentives. It’s a always more complex than just spraying a message out and counting ‘impressions’. Example: Orange Balloonacy Audience Incentive Balloonists A substantial prize for players and friends Sites A large, free increase in traffic and engaged audiences
- 41. Incentives, Engagement, Advocacy Young or old... It doesn’t matter if you understand what motivates your audience. If you understand motivation, you can design to engage. True ongoing engagement requires a better understanding of your audience. If you get it right, you create an opportunity to communicate a deeper understanding of your message. You create brand advocates.
- 42. Incentives, Engagement, Advocacy Advocacy only comes from long term engagement. A Creative Technologist can help design interactive communication modeled on the right incentives, encourage engagement and eventually create advocates.
- 43. Creating within an environment of rapid technological and social change requires agility
- 44. Skills collaboration It means that all of you don’t need to be born again into gen Z, in order to consider the the alternatives of all that digital can offer. In place of ALWAYS thinking of viral films & banners as the skills transfer to online/digital. Production skills are rapidly becoming more relevant. http://www.nokia.co.uk/maps/about-maps http://www.therumpusroom.tv/pet_rgb.html
- 45. Gardener Carpenter Painter Compositor Cinematographer Director we are all Creative Technologists, to some extent. Animator Doctor Art Director Programmer Designer Social Media expert
Editor's Notes
- Working together as a creative team, updated team structures & an approach that considers at least a 3rd part to what you might consider “traditional”.
- How many of you call yourselves a Writer?
- How many of you call yourselves an Art Director or a Designer?
- How many of you call yourselves “Technical” or “interactive” How many of you guys have worked on a digital “AD”? How many in a digital Campaign?
- cutlure, history, growth, etc & fun.
- Started working together in 2003. 3 years at poke. Grew from 12 to 50 (knotty?) UK digital maturation - digital agencies (Poke, Glue, AKQA, Republic, Dare)
- he’s a dickhead but it worked.
- Reported weekly Media Consumption - Nielson 2007-2008
- You need people who are able to understand the ideation process with these consumption trends in mind. Much the same as a writer understands language, Or an art director the image or the moving image.
- http://jobs.chinwag.com/jobs/25655/ http://www.bannerblog.com.au/jobs/2008/03/wunderman_seeks_snr_creative_technologist.php
- Examples... Iain Tait/Poke, Nik Roope/Poke, Zeb Royce, Mark Cridge, Flo heiss, James Cooper, Gav Gordon Rogers + Gemma Butler, Russ, Daniel Bonner and Andrew Knott/Holler, Tobie Cameron/ABitLikeThis, Ashley Ringrose/Soap. Damian, Marty, etc Some come from technology and grow into creative, others come to technology from creative.
- Examples... Iain Tait/Poke, Nik Roope/Poke, Zeb Royce, Mark Cridge, Flo heiss, James Cooper, Gav Gordon Rogers + Gemma Butler, Russ, Daniel Bonner and Andrew Knott/Holler, Tobie Cameron/ABitLikeThis, Ashley Ringrose/Soap. Damian, Marty, etc Some come from technology and grow into creative, others come to technology from creative.
- Examples... Iain Tait/Poke, Nik Roope/Poke, Zeb Royce, Mark Cridge, Flo heiss, James Cooper, Gav Gordon Rogers + Gemma Butler, Russ, Daniel Bonner and Andrew Knott/Holler, Tobie Cameron/ABitLikeThis, Ashley Ringrose/Soap. Damian, Marty, etc Some come from technology and grow into creative, others come to technology from creative.
- Examples... Iain Tait/Poke, Nik Roope/Poke, Zeb Royce, Mark Cridge, Flo heiss, James Cooper, Gav Gordon Rogers + Gemma Butler, Russ, Daniel Bonner and Andrew Knott/Holler, Tobie Cameron/ABitLikeThis, Ashley Ringrose/Soap. Damian, Marty, etc Some come from technology and grow into creative, others come to technology from creative.
- Examples... Iain Tait/Poke, Nik Roope/Poke, Zeb Royce, Mark Cridge, Flo heiss, James Cooper, Gav Gordon Rogers + Gemma Butler, Russ, Daniel Bonner and Andrew Knott/Holler, Tobie Cameron/ABitLikeThis, Ashley Ringrose/Soap. Damian, Marty, etc Some come from technology and grow into creative, others come to technology from creative.
- Examples... Iain Tait/Poke, Nik Roope/Poke, Zeb Royce, Mark Cridge, Flo heiss, James Cooper, Gav Gordon Rogers + Gemma Butler, Russ, Daniel Bonner and Andrew Knott/Holler, Tobie Cameron/ABitLikeThis, Ashley Ringrose/Soap. Damian, Marty, etc Some come from technology and grow into creative, others come to technology from creative.
- Examples... Iain Tait/Poke, Nik Roope/Poke, Zeb Royce, Mark Cridge, Flo heiss, James Cooper, Gav Gordon Rogers + Gemma Butler, Russ, Daniel Bonner and Andrew Knott/Holler, Tobie Cameron/ABitLikeThis, Ashley Ringrose/Soap. Damian, Marty, etc Some come from technology and grow into creative, others come to technology from creative.
- Examples... Iain Tait/Poke, Nik Roope/Poke, Zeb Royce, Mark Cridge, Flo heiss, James Cooper, Gav Gordon Rogers + Gemma Butler, Russ, Daniel Bonner and Andrew Knott/Holler, Tobie Cameron/ABitLikeThis, Ashley Ringrose/Soap. Damian, Marty, etc Some come from technology and grow into creative, others come to technology from creative.
- Examples... Iain Tait/Poke, Nik Roope/Poke, Zeb Royce, Mark Cridge, Flo heiss, James Cooper, Gav Gordon Rogers + Gemma Butler, Russ, Daniel Bonner and Andrew Knott/Holler, Tobie Cameron/ABitLikeThis, Ashley Ringrose/Soap. Damian, Marty, etc Some come from technology and grow into creative, others come to technology from creative.
- Examples... Iain Tait/Poke, Nik Roope/Poke, Zeb Royce, Mark Cridge, Flo heiss, James Cooper, Gav Gordon Rogers + Gemma Butler, Russ, Daniel Bonner and Andrew Knott/Holler, Tobie Cameron/ABitLikeThis, Ashley Ringrose/Soap. Damian, Marty, etc Some come from technology and grow into creative, others come to technology from creative.
- http://jobs.chinwag.com/jobs/25655/ http://www.bannerblog.com.au/jobs/2008/03/wunderman_seeks_snr_creative_technologist.php
- It’s not made up. Questions: People in the agency? Partners? At what stage do you engage them?
- It’s not made up. Questions: People in the agency? Partners? At what stage do you engage them?
- These are roles, not people. Represents single agency and partnerships too
- These are roles, not people... The CT could be the same person as the CD etc. Like Ashley. Or Iain perhaps?
- early days? - excuse, the internet is global. Cop out. market size? - sweden example risk adversity? - Mostly on the client side we’ve found. Perception that produce an ad and you get something more ‘tangible’. skills drought? A lot of good people go OS and come back, but a lot of good people stay. Cop out. Tyranny of distance? Cop out. It’s the damn internet! Oz / Nz have a rep for punching above our weight, we should be able to do this too... (maybe the NBN will make it better) Discussion: Point to article: Randall Rothernberg - \"A Bigger Idea\" An unwillingness by mainstream agencies to integrate technologists as full partners in the advertising creative team Misunderstanding - Probably Fear - likely Protectionism - Maybe Telstra Politics
- Innovation increases talkability. Innovation opens up opportunities with niches, targeting - It’s been happening in traditional media already, by both digital and non digital. Yellow’s billboards for example, it’s nothing new, fosters green etc Schweppes burst (high speed), Auckland Zoo Augmented,To stand out it really helps to innovate in the space. (and gives clients the opportunity to celebrate something other than metrics and sales.) Michael Lebowitz - Big Spaceship (HBO vouyer, Nike Air work) - states that Digital innovation may slow allowing for more “idea” led work. Plenty of room for “ideas” still. Foster a spirit of innovation within agency, the best ideas are often collabrative.
- Global Rich List SHOW WORKING Talk about secretweet.
- VIDEO
- Uniqlock - Combining film, fashion and function. Utloop - Combining photography, fashion, fun. A big step beyond the bonds catalogue - talk cost benefits OR benefit of targeted digital etc. - bonds TVC’s? Kaliedescope & Paddycake - great, but think if the potential...
- link to film “a groundbreaking way of enabling customers to tap into their creativity and the NIKEiD service through their mobile.”
- links : web iTV tvc
- If you understand motivation, you can design to engage. Demographics aren’t enough. A deeper understanding of audience is needed in briefs.
- So consider saying More “maybe’s” instead of “too difficult”. With the right mix of skills/people and an agile approach - somebody will possibly have a solution For the most part, that requires the whole agency. Planners, Account man everyone otherwise it’s difficult to be agile and take advantage of first to market opportunities. Digital pure-plays have achieved it in other markets
- http://www.nokia.co.uk/maps/about-maps QR - example http://www.therumpusroom.tv/pet_rgb.html Collaboration and changing roles >>> rolls into skills shortages in the “new” market If you write for the screen, or Art Direct a scene (or whatever) the skills transfer “through” the conceptual process to the execution of that idea. The complexities with engagement and interaction within digital demand alternative paths to access the film, photographed, written or X (whatever) communication - but when engaged the audience still needs all or some of these parts. Less about redundancy and more about shifting the application of skills. Some examples: Vouyer, Cornetto, Uniqlo,