technology as culture - 20140220
DESCRIPTION
A presentation to Edward Boches' Strategic Creative Development class at Boston University. Presented 02/21/2014.TRANSCRIPT
TECHNOLOGYAS
CULTUREThe Relationship Between Advertising and Technology in Everyday Life
Mathew Ray | Director of Interactive | Mullen
A HISTORY OF NOW
• “Anything that was around when you were born isn’t really considered technology”
A HISTORY OF NOW
• Examples of technology’s impact on culture thru the past. (token printing press slide...)
A HISTORY OF NOW
A HISTORY OF NOW
• 80 ad - Roman Colosseum, Baths, Representative Government
A HISTORY OF NOW
• 1500 ad - Printing press
A HISTORY OF NOW
• What’s common?
• Times of great changes in technology are inextricably linked to times of great social change
• Because they are opposite sides of the same coin
THE CONSTANT NEW
• 6 months ago is an eternity now
• do you even remember what happened 6 months ago?
THE CONSTANT NEW
WHAT’S NEW NOW?
OBSOLESCENCE OF FACTORIES
AUGMENTING OURSELVES
INVISIBLE TECHNOLOGY
BECAUSE INTERNET(OF THINGS)
SENSORIAL IMMERSION
WHAT IS GOOGLE UP TO?
A NEW CONVERSATION
SHARING ECONOMY(COLLABORATIVE CONSUMPTION)
EVER-EXPANDINGAD-TECH UNIVERSE
DRIVERLESS ADVERTISING
CIO <3 CMO
MAKE IT HAPPEN
NATIVE
COPING MECHANISMS
• How to deal with this pace of change?
• You could spend all day every day just following trends and not actually solving problems
• What are the strategies?
COPING MECHANISMS
COPING MECHANISMS
COPING MECHANISMS
BE THE BALL
BE THE BALL
• Tackle from 2 angles
• Change your perspective
• Put yourself in your audience’s shoes
• Find interests and allow yourself to get distracted by things they would know nothing about
DIVERSIFIED INTERESTS
DIVERSIFIED INTERESTS
DIVERSIFIED INTERESTS
WHERE TO START
• Twitter lists - twitter.com/mrayinteractive/twitterati
• Find the influential people in some preferred subject matter and stalk them. Follow their SlideShare, get audio/video/transcripts of conference sessions. Build your own list.
• Freestyle - pick a topic on Wikipedia. dive deep. come up for air when you have 10 subjects that are interesting. rinse & repeat.
PLAY, EXPERIMENTATION,UTILITY
• .
PLAY, EXPERIMENTATION,UTILITY
PLAY, EXPERIMENTATION,UTILITY
PLAY, EXPERIMENTATION,UTILITY
PLAY, EXPERIMENTATION,UTILITY
CREATIVE SOLUTION VS INNOVATION
CREATIVE SOLUTION VS INNOVATION
Always make sure your ideas fulfill 2 of the 3 criteria: • Helpful• Entertaining• Amazing
INPUT / OUTPUT
