unite or die: how agency success depends on art + science
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UNITE OR DIE:How agency success depends
on art + science.
HUSANI S. OAKLEY WIEDEN + KENNEDY NY
8 AUG 2013
PROLOGUE
1
The world has changed.
2
Creating work.3
Change your agency.
70% for agencies,30% for brands.
FPO FPO
Why?
“The world has changed.”ACT 1:
- J.R.R. Tolkien
We’ve gone from
Why?
Andy Grove. Robert Noyce.Gordon Moore.
That guy.
Moore’s Law.Semi-conductor density on computer chips doubles every eighteen months.
!
That’s logarithmic.
!
So what?
Moore’s Law is logarithmic.
!
Technology: not just for nerds anymore.
"
The Skyscraper.
Moore’s Law is logarithmic.
!
“Well, I like to do things the old-fashioned way.”
ACT 2:
- James Bond, “Skyfall”
...and digital?
# INSERT SQUARE PEGS HERE
#
The Internet is not television in a different box.
"
In other words
The medium is the message.
The medium affects society not only by the content, but the nature of the medium itself.
!
Change is hard.
We also need
user experience designers
analytics specialists
devops
quality assurance
Developers.
A developer makes things.
Websites, apps, physical computing, and more. A developer is not IT.
!
A good developer keeps up.
"
Details matter."
“Free your mind and your ass will follow.”
ACT 3:
- Funkadelic
Because change is hard.
Process
Technology groups should be involved on Day Two.
"
Developers should be inside the creative
department.
"
Technical leaders should be creative thinkers.
"
Make prototypes early and often.
"
Create a culture of
exploration
creatives and technologists
!
a brief !
24 hours
Have a hackathon. Invite the client."
exposure
find great work write about it !
share
Keep track of what’s happening."
enhancement
!
EYEO !
XOXO !
SXSW
"
Conferences are much more than funny acronyms.
exercise
Always be coding. Ship, ship, ship.
"
excellence
Celebrate creatives who extend their thinking, and technologists who help tell
stories.
"
“Game’s the same. Just got more fierce.”
EPILOGUE
- Slim Charles, The Wire
FOR AGENCIES:"
Use technology to enable and strengthen storytelling.
Treat developers like they’re from the future. After all, they’re the ones creating it.
Unite or die.
FOR BRANDS:"
Demand that your agency speaks the language of the now, not the then.
And when they do - listen to them.
Don’t let your internal IT groups set the rules. It’s your brand - own it.
Thanks for listening.
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