art & code
DESCRIPTION
Allow data to start inspiring creative solutions to briefsTRANSCRIPT
Adnext2012 | jus/n spra3 | quirk
A thought experiment:
Try and think of an ad campaign that could not be made better by digital
jus/n spra3 | quirk
<video: rei animoto>
jus/n spra3 | quirk
So what does this
mean?
jus/n spra3 | quirk
The Valley Madison Avenue
meets
jus/n spra3 | quirk
Geek Creative
Faceoff
Shit. That won’t work.
Will it?
jus/n spra3 | quirk
The truth is these two types of people are actually not that different
jus/n spra3 | quirk
Their shared psychographic: 1. Hacker (make-better) mentality
2. Strong desire to create stuff
3. Ability to think abstractly
jus/n spra3 | quirk
So what does this mean for clients?
jus/n spra3 | quirk
You will be seeing Developers and User Experience people at briefing sessions and pitches increasingly
jus/n spra3 | quirk
What does this mean for
Agencies?
jus/n spra3 | quirk
Creative Directors will grow out of the Developer and User Experience disciplines.
jus/n spra3 | quirk
You will, in time, employ
math majors and statisticians.
You will employ people with deep social sciences experience.
jus/n spra3 | quirk
In the US we are seeing
“Interactive Creative Directors”
Essentially people with developer or user interface design experience
jus/n spra3 | quirk
Oh. And your production complexity just increased by an order of magnitude.
jus/n spra3 | quirk
Collaboration Mind-Woodstock
jus/n spra3 | quirk
“The Minimum Viable Brief”
jus/n spra3 | quirk
Agile Production
jus/n spra3 | quirk
Letting data inspire a
creative brief
jus/n spra3 | quirk
Hackathons
jus/n spra3 | quirk
Iterating Creative “Always in Beta”
jus/n spra3 | quirk
“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
jus/n spra3 | quirk
Any sufficiently advanced technology is indistinguishable from magic
Arthur C. Clarke
jus/n spra3 | quirk
Thank you /fin.
twitter.com/justinspratt