scott prindle role of creative technologist | mdw august 2011

The Role of the Creative Technologist Scott Prindle

Executive Creative Technology Director

Crispin Porter + Bogusky

“The number of transistors on a chip will double about every two years.”

Gordon Moore, Intel co-founder, 1965

Moore’s Law

More processing power, falling costs

Source: http://www.staps.uhp-nancy.fr/informatique/eniac_fichiers/eniac4.jpg

http://www.apple.com/iphone/gallery/#gallery01

"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

More storage, falling costs

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

Source: http://www.sandisk.com/products/usb-flash-drives/sandisk-ultra-backup-usb-flash-drive

64 GB in 2011

Faster bandwidth, falling costs

Source: http://www.colbertnation.com/the-colbert-report-videos/219665/february-24-2009/1997-flashback

Who are these guys and what do they have in common?

Source: http://en.wikipedia.org/wiki/Mark_Zuckerberg, http://en.wikipedia.org/wiki/Sergey_Brin, http://en.wikipedia.org/wiki/Larry_page, http://en.wikipedia.org/wiki/Jack_Dorsey, http://en.wikipedia.org/wiki/Tim_berners-lee

Technologists (programmers) are driving cultural, social, and economic change.

Mark Zuckerberg

Sergey Brin

Larry Page

Jack Dorsey

Tim Berners-Lee

Source: http://en.wikipedia.org/wiki/Mark_Zuckerberg, http://en.wikipedia.org/wiki/Sergey_Brin, http://en.wikipedia.org/wiki/Larry_page, http://en.wikipedia.org/wiki/Jack_Dorsey, http://en.wikipedia.org/wiki/Tim_berners-lee, www.facebook.com, www.google.com, www.twitter.com, http://en.wikipedia.org/wiki/World_Wide_Web_Consortium

Rapid advancements in technology are bringing about tremendous disruption to our business.

We’ve shifted from a traditional model

To a hybrid traditional/microsite model

To a growing digital ecosystem driven by complex software and algorithms

It makes sense then to integrate those who live and breath software and utility – creative technologists (programmers) – into the creative and strategic process.

Culture clash at first

Technologists think in code

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

And structured data and APIs

That we use to search, sort, filter, edit, and save.

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

And are relatively new to the world of advertising.

-  programmer?

-  developer?

-  software engineer?

-  creative programmer?

-  interactive developer?

-  software architect?

-  creative coder?

-  data processor?

-  creative technologist?

What do we call this position?

A tour through our bookshelves can help better define the role.

The early years: brochureware and the beginnings of ecommerce

Source: http://www.amazon.com/HTML-XHTML-Definitive-Guide-6th/dp/0596527322/ref=sr_1_4?ie=UTF8&qid=1291566619&sr=8-4

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

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

The emergence of digital branding: the microsite era

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

Web 2.0 and the rise of social media

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

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

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

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

Computing extends beyond the desktop

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

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

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

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

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

We’re in the advertising business now.

Shouldn’t programmers know about traditional advertising? And know how to make advertising concepts?

Source: http://www.amazon.com/Ogilvy-Advertising-David/dp/039472903X/ref=sr_1_1?s=books&ie=UTF8&qid=1291566827&sr=1-1

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

http://www.amazon.com/Truth-Lies-Advertising-Account-Planning/dp/0471189626/ref=sr_1_1?ie=UTF8&qid=1304005692&sr=8-1#reader_0471189626

http://www.amazon.com/Hey-Whipple-Squeeze-This-Advertising/dp/0470190736/ref=sr_1_1?ie=UTF8&qid=1303949861&sr=8-1#reader_0470190736

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

And conversation and buzz on the topic is growing.

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http://www.telegraph.co.uk/finance/businessclub/people/8676619/Geeks-to-inherit-the-Mad-Men-legacy.html

The role of the creative technologist

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.

1) The creative technologist writes code and makes functional software.

Source: http://www.linkedin.com/groupItem?view=&gid=2830357&type=member&item=52771925&qid=5e0b3aaf-1fa0-459a-88c3-f01c773c5ec8&trk=group_most_popular-0-b-ttl&goback=.gmp_2830357

2) The creative technologist leads strategic and creative thinking for brand utilities and platforms.

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

Brand utility can become the driver for broader brand messaging.

Source: http://more.dominos.com/wp/2011/07/times-square/, http://www.youtube.com/watch?v=W5Q2Y2ZQ-4Y

3) The creative technologist brings emerging technology thinking into the creative concepting process.

A couple of years ago our toolkit was somewhat limited:

-  Flash

-  HTML

-  Video

-  Databases

Technologies in our now toolkit include:

-  Flash

-  HTML

-  Video

-  Databases

-  Mobile

-  Facebook

-  Twitter

-  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

This year’s Cannes winners show the wide range of possibilities.

Source: http://www.canneslions.com/work/cyber/index.cfm?award=1

4) The creative technologist manages complexity and change.

Rapid advances in technology can be intimidating and overwhelming.

With an in-depth understanding of core computer science and IT principles, this rapid change and complexity is manageable.

The ecosystem will continue to expand and grow in complexity.

5) The creative technologist builds early prototypes to test ideas, interactions, and functionality.

This creates momentum and is very helpful in selling through ideas.

Dominos: visual builder prototype

Dominos: visual builder live

Source: http://www.dominos.com

6) The creative technologist enables an agile workflow.

This helps to ensure high-quality, on-time deliveries.

7) The creative technologist manages relationships with client IT stakeholders.

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

8) The creative technologist sparks creative thinking through emerging technology research and experimentation.

”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

Augmented reality (AR) prototyping

BK: augmented reality banner

Experiments with multitouch table

Experiments with the connected vehicle: Trike Plus

Experiments with the connected vehicle: Trike Plus

One happy family now

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.

5 points for technologists to consider when joining a traditional advertising environment.

1) Enable ways to say “yes”

2) Don’t promote technology for technology’s sake. Start with an idea and address a business need.

3) Don’t just say you’re creative, show it

4) Understand that frequent change is part of the creative process.

5) Be respectful of the creative vision and strive for pixel perfection.

5 points to consider when introducing technology into a traditional environment.

1) Hire technologists who can communicate and collaborate

2) Include technologists in the full project lifecycle – from initial research and briefing, to concepting, through final project delivery.

3) Understand that making software is a significantly different process than making TV, print, or radio. Be respectful of the complexity and time requirements.

4) Train technologists on traditional marketing and branding principles.

5) Position technologists to educate clients on emerging technology trends.

Blogs - Creative technologist group on LinkedIn www.linkedin.com/groups?gid=2830357 - radar.oreilly.com" - www.digitalbuzzblog.com Books - HTML and XHTML: The Definitive Guide, Chuck Musciano and Bill Kennedy - Hackers: Heroes of the Computer Revolution, Steven Levy

Industry Organizations - 4A’s Creative Technologies Committee"

Good resources on technology

Thank you.