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