mdw boulder april '11 | scott prindle_the role of the creative technologst
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The Role of the Creative Technologist Scott Prindle
Executive Creative Technology Director
Crispin Porter + Bogusky
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“The number of transistors on a chip will double about every two years.” Gordon Moore, Intel co-founder, 1965
Moore’s Law
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More processing power, falling costs
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Source: http://www.staps.uhp-nancy.fr/informatique/eniac_fichiers/eniac4.jpg
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http://www.apple.com/iphone/gallery/#gallery01
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"The computer in my cell phone today is a million times cheaper and a thousand times more powerful than the computer that we used at MIT when I was an undergraduate [1965]," he says. "That's a billion-fold increase. And we'll do that again in the next 25 years.”
Source: http://www.newsweek.com/id/197812/page/3
Ray Kurzweil
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More storage, falling costs
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Source: http://www-03.ibm.com/ibm/history/exhibits/storage/storage_350.html, http://www.snopes.com/photos/technology/storage.asp
5 MB in 1956
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Source: http://www.sandisk.com/products/usb-flash-drives/sandisk-ultra-backup-usb-flash-drive
64 GB in 2010
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Faster bandwidth, falling costs
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Source: http://www.colbertnation.com/the-colbert-report-videos/219665/february-24-2009/1997-flashback
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We’ve shifted from a traditional model
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To a hybrid traditional/microsite model
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To a growing digital ecosystem driven by complex software and algorithms
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This ecosystem combines elements of brand story and brand utility
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It makes sense then to integrate those who live and breath software and utility – creative technologists (programmers) – into your creative and strategic process.
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Culture clash at first
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Technologists think in code
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And think in left-brained, logical, rule-based constructs
If this condition is true
then do this
Else
do this
While this condition is true
then do this
Do this, this many times
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And structured data and APIs
That we use to search, sort, filter, edit, and save.
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XML, HTTP, SSL, JDBC, AJAX, CSS, HTML, FBML, SQL, TCP/IP, FTP, RGB, W3C, ASCII, CAPTCHA, COM, API, CPU, CORBA, GPS, DHCP, XHTML, CSS, FAQ, GSM, WAP, GUI, GPRS, I/O, IP, ISO, KBPS, ITV, IVR, JPEG, MPEG, LAMP, MIME, WYSIWYG, XSLT, ZIP, "T3, TDMA, SMS, SMTP, SVG, RAM, PGP, POP
And speak in a long list of acronyms
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And are relatively new to the world of advertising.
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- programmer?
- developer?
- software engineer?
- creative programmer?
- interactive developer?
- creative coder?
- data processor?
- creative technologist?
"
What do we call this position?
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A tour through our bookshelves can help better define the role.
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The early years: brochureware and the beginnings of ecommerce
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Source: http://www.amazon.com/HTML-XHTML-Definitive-Guide-6th/dp/0596527322/ref=sr_1_4?ie=UTF8&qid=1291566619&sr=8-4
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Source: http://www.amazon.com/Programming-Perl-3rd-Larry-Wall/dp/0596000278/ref=sr_1_2?s=books&ie=UTF8&qid=1291566664&sr=1-2
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Source: http://www.amazon.com/Expert-Oracle-Database-Architecture-Programming/dp/1590595300/ref=sr_1_1?s=books&ie=UTF8&qid=1291566696&sr=1-1
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The emergence of digital branding: the microsite era
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Source: http://www.amazon.com/Essential-Guide-Flash-CS4-ActionScript/dp/1430218118/ref=sr_1_1?s=books&ie=UTF8&qid=1291566723&sr=1-1
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Web 2.0 and the rise of social media
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Source: http://www.amazon.com/Ajax-Definitive-Anthony-Holdener-III/dp/0596528388/ref=sr_1_2?ie=UTF8&s=books&qid=1291566750&sr=1-2
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Source: http://www.amazon.com/Mashups-Strategies-Enterprise-Jeffrey-Hanson/dp/032159181X/ref=sr_1_1?ie=UTF8&s=books&qid=1291566772&sr=1-1
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Source: http://www.amazon.com/Essential-Facebook-Development-Successful-Applications/dp/0321637984/ref=sr_1_1?ie=UTF8&s=books&qid=1291566798&sr=1-1
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Source: http://www.amazon.com/Groundswell-Winning-Transformed-Social-Technologies/dp/1422125009/ref=sr_1_1?s=books&ie=UTF8&qid=1291566868&sr=1-1
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Looking ahead: computing extends beyond the desktop
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Source: http://www.amazon.com/Mobile-Design-Development-Practical-Techniques/dp/0596155441/ref=sr_1_1?s=books&ie=UTF8&qid=1291566933&sr=1-1
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Source: http://www.amazon.com/iPhone-SDK-Programming-Advanced-Development/dp/0470683988/ref=sr_1_4?s=books&ie=UTF8&qid=1291566956&sr=1-4
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Source: http://www.amazon.com/Hello-Android-Introducing-Development-Programmers/dp/1934356565/ref=sr_1_1?s=books&ie=UTF8&qid=1291566985&sr=1-1
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Source: http://www.amazon.com/Introducing-HTML5-Voices-That-Matter/dp/0321687299/ref=sr_1_1?ie=UTF8&s=books&qid=1291567009&sr=1-1
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Source: http://www.amazon.com/Digital-Television-Third-Satellite-Terrestrial/dp/0240520815/ref=sr_1_1?s=books&ie=UTF8&qid=1291991530&sr=1-1#reader_0240520815
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Source: http://www.amazon.com/Everyware-Dawning-Age-Ubiquitous-Computing/dp/0321384016/ref=sr_1_1?s=books&ie=UTF8&qid=1291567028&sr=1-1
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We’re in the advertising business now.
Shouldn’t programmers know about traditional advertising? And know how to make advertising concepts?
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Source: http://www.amazon.com/Ogilvy-Advertising-David/dp/039472903X/ref=sr_1_1?s=books&ie=UTF8&qid=1291566827&sr=1-1
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Source: http://www.amazon.com/Kellogg-Advertising-Media-Bobby-Calder/dp/0470119861/ref=sr_1_1?ie=UTF8&s=books&qid=1291566849&sr=1-1
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http://www.amazon.com/Truth-Lies-Advertising-Account-Planning/dp/0471189626/ref=sr_1_1?ie=UTF8&qid=1304005692&sr=8-1#reader_0471189626
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http://www.amazon.com/Hey-Whipple-Squeeze-This-Advertising/dp/0470190736/ref=sr_1_1?ie=UTF8&qid=1303949861&sr=8-1#reader_0470190736
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Source: http://www.amazon.com/Advertising-Concept-Book-Pete-Barry/dp/0500287384/ref=pd_sim_b_1
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Back to titles. The industry has rallied around the title “Creative Technologist”
Source: http://markavnet.wordpress.com/2010/06/22/what-the-heck-is-a-creative-technologist/, http://www.thefwa.com/job/creative-technologist-1oe, http://www.impactful-conversations.com/2010/07/creative-technologist-new-role-in.html
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The role of the creative technologist
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The creative technologist is a key member of the digital creative leadership team.
And helps lead projects from briefing, through concepting, system architecture, development, and final delivery.
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1) The creative technologist writes code and makes functional software.
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2) The creative technologist leads strategic and creative thinking for brand utilities and platforms.
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This isn’t throw away brochure-ware. These are major brand investments that need to be architected to live over the long term.
Source: nikeplus.com, fiat.com/ecodrive,www.dominos.com/pages/tracker.jsp, www.openforum.com
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3) The creative technologist brings emerging technology thinking into the creative concepting process.
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A couple of years ago our toolkit was somewhat limited:
- Flash
- HTML
- Video
- Databases
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Technologies in our now toolkit include:
- Flash
- HTML
- Video
- Databases
- Mobile
- Geo-location
- Multi-touch interfaces
- APIs/Mashups
- Near field communications
- Tablet devices
- Augmented reality
- Voice recognition and audio detection
- Physical computing
- Augmented reality
- NFC
- E-readers
- Connected TV
- Automotive technologies
- Robotics
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4) The creative technologist manages complexity and change.
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Rapid advances in technology can be intimidating and overwhelming.
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With an in-depth understanding of core computer science and IT principles, this rapid change and complexity is manageable.
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The client-server model
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The web browser on your laptop is a client.
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The smart phone app is a client.
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The tablet device app is a client.
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The Internet TV is a client.
Source: http://www.facebook.com, insidefacebook.com
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We need to be positioned to manage the multi-screen consumer experience
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5) The creative technologist builds early prototypes to test ideas, interactions, and functionality.
This creates forward momentum and is very helpful in selling through ideas.
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Dominos: visual builder prototype
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Dominos: visual builder live
Source: http://www.dominos.com
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6) The creative technologist enables an agile workflow.
This helps to ensure high-quality, on-time deliveries.
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7) The creative technologist manages relationships with client IT stakeholders.
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Source: http://www.computerworld.com/s/article/9197888/Why_CIOs_Should_Friend_CMOs, http://www.informationweek.com/news/global-cio/trends/showArticle.jhtml?articleID=227700221, http://www.cmo.com/leadership/cmos-cios-can-relationship-be-saved, http://www.chiefmartec.com/2010/10/align-or-redefine-the-cmo-and-cio.html
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8) The creative technologist sparks creative thinking through emerging technology research and experimentation.
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”Art, science, and play had merged into the magical activity of programming, with every hacker an omnipotent master of the flow of information within the machine.”
Source: http://www.amazon.com/Hackers-Heroes-Computer-Revolution-Anniversary/dp/1449388396/ref=sr_1_1?ie=UTF8&qid=1291568052&sr=8-1
Steven Levy, Hackers: Heroes of the Computer Revolution
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Augmented reality (AR) prototyping
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BK: augmented reality banner
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Experiments with multitouch table
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Experiments with the connected vehicle: Trike Plus
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Experiments with the connected vehicle: Trike Plus
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VW Fun Theory
http://www.youtube.com/watch?v=cbEKAwCoCKw
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One happy family now
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Technology will continue to bring about disruptive change in our business. The creative technologist will play a lead role in creating ideas that carry across the rapidly expanding digital ecosystem.
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- Put technologists on your core strategic and creative leadership team
- Include technologists in the full project life cycle – from initial research and briefing, through final project delivery
- Hire technologists who know software architecture and hands-on coding
- Hire technologists who can communicate and collaborate
- Try out new team structures
- Understand that making software is a significantly different process than making TV, print, or radio. QA is very, very important.
- Be respectful of the complexity of the software development process
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Points to consider when introducing technology into a traditional environment
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- Don’t hide behind esoteric acronyms and buzzwords
- Enable ways to say ‘yes’
- Don’t just say you’re creative, show it
- Be respectful of the creative vision and strive for visual pixel perfection
- Use your knowledge of technology to make ideas better
- Don’t promote technology for technology’s sake. Start with an idea and fulfill a business need.
- Study the advertising and branding business
- Understand that frequent change is part of the creative process "
Points for technologists to consider when joining a traditional environment
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Blogs - Creative technologist group on LinkedIn http://www.linkedin.com/groups?gid=2830357 - www.slashdot.com" - www.ajaxian.com - www.sparkfun.com
Books - HTML and XHTML: The Definitive Guide, Chuck Musciano and Bill Kennedy - Hackers: Heroes of the Computer Revolution, Steven Levy - The Cathedral and the Bazaar: Musings on Linux and Open Source by an Accidental Revolutionary, Eric S. Raymond "
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Good resources on technology
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Thank you.