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The Role of the Creative Technologist
Scott Prindle
Executive Creative Technology Director
Crispin Porter + Bogusky
Moore s Law

  The number of transistors on a chip will

double 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 a
million times cheaper and a thousand times
more powerful than the computer that we
used at MIT when I was an undergraduate
[1965]," he says. "That's a billion-fold
increase. And we'll do that again in the next
25 years.
Ray Kurzweil



    Source: http://www.newsweek.com/id/197812/page/3
More storage, falling costs
5 MB in 1956




Source: http://www-03.ibm.com/ibm/history/exhibits/storage/storage_350.html, http://www.snopes.com/photos/
technology/storage.asp
64 GB in 2010




Source: 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 complex
software and algorithms
This ecosystem combines elements of brand story and brand
utility
It makes sense then to integrate those
who live and breath software and utility –
creative technologists (programmers) –
into your creative and strategic process.
Culture clash at first
Technologists think in code
And think in left-brained, logical, rule-based
constructs

   If this condition is true
        
then do this
    Else 
        
do this
    
    While this condition is true
        
then do this
    
    Do this, this many times
And structured data and APIs





That 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, 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
And are relatively new to the world of
advertising.
What do we call this position?
 -  programmer?
 -  developer?
 -  software engineer?
 -  creative programmer?
 -  interactive developer?
 -  creative coder?
 -  data processor?
 -  creative technologist?

 "
A tour through our bookshelves can help
better define the role.
The early years: brochureware and the
beginnings 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=1291566696&sr=1-1
The emergence of digital branding: the
microsite era
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
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&sr=1-2
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
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
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
Looking ahead: computing extends beyond
the desktop
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
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
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
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
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
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
We’re in the advertising business now.
Shouldn’t programmers know about
traditional advertising? And know how to
make advertising concepts?
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=1291566849&sr=1-1
http://www.amazon.com/Truth-Lies-Advertising-Account-Planning/dp/0471189626/ref=sr_1_1?ie=UTF8&qid=1304005692&sr=8-1#reader_0471189626
http://www.amazon.com/Hey-Whipple-Squeeze-This-Advertising/dp/0470190736/ref=sr_1_1?ie=UTF8&qid=1303949861&sr=8-1#reader_0470190736
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.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
The role of the creative technologist
The creative technologist is a key
member of the digital creative leadership
team.




And helps lead projects from briefing,
through concepting, system architecture,
development, and final delivery.
1) The creative technologist writes code
and makes functional software.
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
2) The creative technologist leads
strategic and creative thinking for brand
utilities and platforms.
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
3) The creative technologist brings
emerging technology thinking into the
creative concepting process.
A couple of years ago our toolkit was
somewhat limited:

   -  Flash
    -  HTML

    -  Video

   -  Databases
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
4) The creative technologist manages
complexity and change.
Rapid advances in technology can be
intimidating and overwhelming.
With an in-depth understanding of core
computer science and IT principles, this
rapid change and complexity is
manageable.
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 the
multi-screen consumer experience
5) The creative technologist builds early
prototypes to test ideas, interactions, and
functionality.
This creates forward momentum and is
very helpful in selling through ideas.
Dominos: visual builder prototype
Dominos: visual builder live




Source: http://www.dominos.com
6) The creative technologist enables an
agile workflow.
This helps to ensure high-quality, on-time
deliveries.
7) The creative technologist manages
relationships with client IT stakeholders.
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
8) The creative technologist sparks
creative thinking through emerging
technology research and
experimentation.
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
Augmented reality (AR) prototyping
BK: augmented reality banner
Experiments with multitouch table
MDW Boulder April '11 | Scott Prindle_The Role of the Creative Technologst
Experiments with the connected
vehicle: Trike Plus
Experiments with the connected
vehicle: Trike Plus
VW Fun Theory




 http://www.youtube.com/watch?v=cbEKAwCoCKw
One happy family now
Technology will continue to bring about
disruptive change in our business.


The creative technologist will play a lead
role in creating ideas that carry across the
rapidly expanding digital ecosystem.
Points to consider when introducing
technology into a traditional environment
-  Put technologists on your core strategic and creative leadership
team
-  Include technologists in the full project life cycle – from initial
research and briefing, through final project delivery
-  Hire technologists who know software architecture and hands-on
coding
-  Hire technologists who can communicate and collaborate
-  Try out new team structures
-  Understand that making software is a significantly different
process than making TV, print, or radio. QA is very, very important.
-  Be respectful of the complexity of the software development
process

"
Points for technologists to consider
when 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 pixel
perfection
- Use your knowledge of technology to make ideas better
-  Don’t promote technology for technology’s sake. Start with an
idea and fulfill a business need.
- Study the advertising and branding business

-  Understand that frequent change is part of the creative process"
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
    
 
"
"
"
Thank you.

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