unite or die: how agency success depends on art + science
DESCRIPTION
This was the keynote I gave at ADMA Global Forum 2013, in Sydney, Australia. I discussed reasons why agencies are struggling with creating digital ideas, and suggests methods for increasing collaboration between creatives and technologists within agencies of all kinds. (ADMA Global Forum, August 8th 2013)TRANSCRIPT
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.