Adnext2012  |  jus/n  spra3  |  quirk  

A thought experiment:

Try and think of an ad campaign that could not be made better by digital

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<video:  rei  animoto>  

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So what does this

mean?

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The Valley Madison Avenue

meets

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Geek Creative

Faceoff

Shit. That won’t work.

Will it?

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The truth is these two types of people are actually not that different

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Their shared psychographic: 1.  Hacker (make-better) mentality

2. Strong desire to create stuff

3. Ability to think abstractly

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So what does this mean for clients?

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You will be seeing Developers and User Experience people at briefing sessions and pitches increasingly

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What does this mean for

Agencies?

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Creative Directors will grow out of the Developer and User Experience disciplines.

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You will, in time, employ

math majors and statisticians.

You will employ people with deep social sciences experience.

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In the US we are seeing

“Interactive Creative Directors”

Essentially people with developer or user interface design experience

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Oh. And your production complexity just increased by an order of magnitude.

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Collaboration Mind-Woodstock

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“The Minimum Viable Brief”

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Agile Production

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Letting data inspire a

creative brief

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Hackathons

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Iterating Creative “Always in Beta”

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“Most advertising is still oriented around a ‘launch and leave it’ As marketers get deeper into platform & app development, it’s important that our thinking shifts. We need to get things to market and learn faster. Do it cheaper, leaner, and more collaboratively. Find ways to operationalise hacking & experimentation”

Winston Binch, Chief Digital Officer at Deutsch LA Sits on the Google Creative Council

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Any sufficiently advanced technology is indistinguishable from magic

Arthur C. Clarke

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Thank you /fin.

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