Here is the deck of the Creative Technology meeting for Havas WW in Prague by Les Gaulois (Guillaume Cartigny). December 2013.

1. CREATIVE TECHNOLOGY
FOR ADVERTISING INDUSTRY

2. 2
 AGENCIES SCOPE NOWADAYS
 NEW STAKES, NEW TOOLS, NEW REWARDS
 CREATIVE TECHNOLOGY
 CREATIVE TECHNOLOGIST
 AROUND US
 LET’S BEGIN
ABOUT CREATIVE TECH.

3. 3
 Creative Technologist at Les Gaulois
 First web site in 1995
 15 years in the digital field. 7 years as a full time
developer.
 Former Creative Technologist at Being TBWA &
JWT Paris
 Former CTO at Publicis Marcel
 10 years of drawing / painting / modeling courses
WHO AM I ?

4. 4
 Main clients :
 Peugeot / Renault / BMW / Nissan / Citroën
 Dior / YSL / Diesel / Shu Uemura
 Orange / SFR
 Main Awards :
 5 FWA SOTD
 1 FWA SOTM
 1 Grand Prix Stratégies
WHO AM I ?

5. 5
 AGENCIES SCOPE NOWADAYS
 NEW STAKES, NEW TOOLS, NEW REWARDS
 CREATIVE TECHNOLOGY
 CREATIVE TECHNOLOGIST
 AROUND US
 LET’S BEGIN
ABOUT CREATIVE TECH.

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 At start, we were promoting
our client’s products and their
benefits.
 Telling the people how good
the product is.
 This is advertising.
AGENCIES SCOPE
NOWADAYS

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 Then we started promoting
our brand.
 Telling how nice the brand is.
 This is brand content.
AGENCIES SCOPE
NOWADAYS

8. 8
 Then, we started promoting
our client’s capability to
surprise people.
 Showing how the brand can
be literally stunning.
 This is brand experience.
AGENCIES SCOPE
NOWADAYS

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① THE PRODUCT MUST BE INNOVATIVE
② THE BRAND MUST BE INNOVATIVE
① THE COMMUNICATION MUST BE
INNOVATIVE
② THE COMMUNICATION IS BEING
PROMOTED
AGENCIES SCOPE
NOWADAYS

10. 10
ABOUT CREATIVE TECH.
 AGENCIES SCOPE NOWADAYS
 NEW STAKES, NEW TOOLS, NEW REWARDS
 CREATIVE TECHNOLOGY
 CREATIVE TECHNOLOGIST
 AROUND US
 LET’S BEGIN

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NEW STAKES, NEW TOOLS, NEW
REWARDS
NEW STAKES
 Product innovation is the basis.
 Content and story telling are the basis.
 The new stake is the brand experience.
 A brand experience that needs to be
empowered by technology.

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NEW STAKES, NEW TOOLS, NEW
REWARDS
NEW STAKES
 A brand experience that needs to be
empowered by technology.
 But not any kind of experience :
 Something useful
 Something stunning
 Something fun

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NEW STAKES, NEW TOOLS, NEW
REWARDS
NEW STAKES
 A useful experience means a tool, a
service, something the consumer will put
value in.
 A stunning experience does not mean it’s
full of technology, but it means users will
experience something new, something
they had never live before.

14. 14
NEW STAKES, NEW TOOLS, NEW
REWARDS
NEW TOOLS
 Big data / open Data
 Internet of things
 One screen => Multi-screens => Who cares about
screen anymore ?
 The era of startups

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NEW STAKES, NEW TOOLS, NEW
REWARDS
NEW REWARDS
 Cannes Festival introduced an Innovation
Category this year.

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NEW STAKES, NEW TOOLS, NEW
REWARDS
NEW REWARDS
 What really is Cinder ?
 A framework => A set of VERY technical TOOLS.
To create brand experience.
 The first ever Innovation Cannes Lion was given
to a tool. Not to an idea.
 But a tool to make consumers live stunning brand
experience

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NEW STAKES, NEW TOOLS, NEW
REWARDS
NEW REWARDS
 Does it means we develop technical tools
? NO
 We must know they exist.
 We must know how to use them.
 We must use them for our creative ideas

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① UNLIMITED PLACES TO TOUCH
CONSUMERS
② UNLIMITED TECHNICAL TOOLS TO PLAY
WITH
① DIGITAL DOES NOT ONLY MEANS SCREEN
ANYMORE
② INNOVATION IS A RECONIZED LEVER FOR
AGENCIES SCOPE
NOWADAYS

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ABOUT CREATIVE TECH.
 AGENCIES SCOPE NOWADAYS
 NEW STAKES, NEW TOOLS, NEW REWARDS
 CREATIVE TECHNOLOGY
 CREATIVE TECHNOLOGIST
 AROUND US
 LET’S BEGIN

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CREATIVE TECHNOLOGY
HERE WE ARE !
 This multiplicity of technologies has to be
handled.
 Because all the possibilities offered by
technologies have to be canalized and
turned into creativity.
 Not technology for the sake of it

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CREATIVE TECHNOLOGY
 Technology to serve ideas
 Then Creative Technology is part of the
creative process.
 But as it is meant to think services and
usages, Creative Technology is also very
close to planners.
 And most of the time, as Creative
Technology is innovating, it also means

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CREATIVE TECHNOLOGY
NISSAN PARIS
MOTORSHOW 2012
EXAMPLE
(project I did for TBWA (G1 and
Being)

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CREATIVE TECHNOLOGY
 Global Nissan communication : “The
Ride”
 Mission : Highlight the different vehicles
shown :
 Micra : Car for ladies. Partnership with
Elle magazine
 NV200 : Future NY Taxi.
 Pivo 3 : An electric prototype drivable
via iPhone

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CREATIVE TECHNOLOGY
 We looked for a link between all the
activations.
 Nissan Ride
 Ticket to ride
 Link all the activations with a
RFID card. Each card carrying a
Facebook identifier of the owner
Note : Our partner for RFID was previously only
working for French Army

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CREATIVE TECHNOLOGY
NISSAN PARIS MOTORSHOW 2012
As Micra had a partnership
with the Magazine ELLE, we
offered visitor to use a
photobooth to take a picture of
themselves and publish it on
their on Facebook.

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CREATIVE TECHNOLOGY
NISSAN PARIS MOTORSHOW 2012
As NV200 was planned to
become the NY Taxi we used the
RFID cards we used it to ways :
> When a visitor with a RFID
card was approaching the
NV200 area, he was said “Hello”
on the “nasdaq” like ticker.
> He was also offered to send his
own profile picture in a giant
Timesquare scene displayed on
a screen, and to publish it on
their Facebook Timeline.

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CREATIVE TECHNOLOGY
BMW SERIE 1
EXAMPLE

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CREATIVE TECHNOLOGY
 The brief :
 A display campaign to promote new
BMW Serie 1.
 Who is aimed to urban and connected
young males
 BMW Serie 1 specificity :
 A urban car
 Many option so very personnalizable

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CREATIVE TECHNOLOGY

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CREATIVE TECHNOLOGY
 A few years ago technology was the 5th
wheel in an agency. Even in digital
agencies.
 Being only considered as a production
tool.
 Now, the tool has grown up and is a true
source of inspiration and creation
 The BMW Project I just showed you was

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CREATIVE TECHNOLOGY
 The tricky question is : when do we need Creative
Technology ?
 In all projects ? Certainly not.
 So when should we integrate Creative
Technology ?
 Most probably, it’s important to have a Creative
Technology point of view from the beginning.
Meaning Planning.
 But a Creative Technology should not be

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CREATIVE TECHNOLOGY
PROJECT MANAGEMENT
PLANNING
SOCIAL
MEDIA
E-CRM/CRM
IT
DIGITAL PRODUCTION
CREATION
CREATIVE
TECHNOLOGY
 Here is how we integrate Creative Technology
at Les Gaulois

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① CREATIVE TECHNOLOGY IS AN OTHER
WAY OF THINKING PROJECTS
② IT’S A MATTER OF MASTERIZING
TECHNOLOGIES TO CREATE
ENGAGEMENT
③ IT’S NOT ONLY CREATIVITY BUT IT
IRRIGATES THE WHOLE PROCESS
CREATIVE TECHNOLOGY

34. 34
ABOUT CREATIVE TECH.
 AGENCIES SCOPE NOWADAYS
 NEW STAKES, NEW TOOLS, NEW REWARDS
 CREATIVE TECHNOLOGY
 CREATIVE TECHNOLOGIST
 AROUND US
 LET’S BEGIN

35. 35
CREATIVE TECHNOLOGIST
In 2011, Edward Boches was answering the
question “what is the most important job in
advertising ?” by :
“I’m going out on a limb and suggesting we
consider anointing a different role as the most
important job in advertising. My nominee? The
creative technologist.”
He is the Chief Innovation Officer at Mullen, freelance Creative
Director and Advertising teacher at Boston University
‘sCollege of Communication
Obviously, and sadly, no one read this article till then …

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CREATIVE TECHNOLOGIST
 The Creative Technologist has a very good
advertising and marketing knowledge.
 He has a very strong technological
background
 He sometimes has human sciences skills
(Ergonomy, Psychology, Sociology, …)

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CREATIVE TECHNOLOGIST
 BUT FIRST OF ALL HE IS A
TECHNOLOGIST.
 With creative skills and sensibility
 BUT HE IS A TECHNOLOGIST.

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CREATIVE TECHNOLOGIST
 Being a technologist means he loves
technologies.
 He loves them so much than he is
able to jump into a new technology,
try it and get his own advice about it.
 But not only.

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CREATIVE TECHNOLOGIST
 What does he do then?
 Monitoring, monitoring, monitoring.
 He detects and follow startups
 He finds creative ideas
 He develops PoC
 He does project follow up
 He team-works with planning,
creatives, …

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CREATIVE TECHNOLOGIST
 But the real question is what he does
not.
 The temptation is often strong to couple
the function of Creative Technologist with
an other function.
 And it does not work.

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CREATIVE TECHNOLOGIST
 Some Creative Technologists are also in charge
of Technical Direction.
Not good. He would get stuck in low added-value
production jam.
 Some Creative Technologists are also in charge
of Creative Direction.
Not good. He would be both judge and jury.
 The Creative Technologist has to be Creative
Technologist.

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CREATIVE TECHNOLOGIST
 Don’t get me wrong. He’s not the only one
able to have ideas including technologies.
 He plays two roles :
 Finding ideas with Technology as a
starting point.
 But he’s also involved into magnifying
others ideas.

43. 43
ABOUT CREATIVE TECH.
 AGENCIES SCOPE NOWADAYS
 NEW STAKES, NEW TOOLS, NEW REWARDS
 CREATIVE TECHNOLOGY
 CREATIVE TECHNOLOGIST
 AROUND US
 LET’S BEGIN

44. 44
AROUND US
They are many ways to integrate Creative
Technology within an agency. Most are
labeled “lab” though.
Full integration :
The less representative. Mainly in the full
digital agencies such as Digitas Lbi.
A lab with creative technologists, creative
coders. They do monitoring and heavy
development even backend.
Startup lab :
A lab able to identify and incubate startups to

45. 45
AROUND US
Planning lab :
A lab that delivers studies and courses about
new technological trends. It’s BBH Lab or BBDO
Lab.
Creative lab :
More based on experimentations than on
clients orientated projects.
This is RGA or Ultra Noir

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AROUND US
 It’s still a very young job.
 First worldwide Creative Technology Summit took
place in London this year.
 A Creative Technologist’s Club is being created in
France. But we are only 15 …
 There are Creative Technologists in most Agencies
trying

47. 47
ABOUT CREATIVE TECH.
 AGENCIES SCOPE NOWADAYS
 NEW STAKES, NEW TOOLS, NEW REWARDS
 CREATIVE TECHNOLOGY
 CREATIVE TECHNOLOGIST
 AROUND US
 LET’S BEGIN

48. 48
LET’S BEGIN
 Main clients :
 Peugeot / Renault / BMW / Nissan / Citroën
  They got money and are tech savvy
 Dior / YSL / Diesel / Shu Uemura
  They got HUGE money
 Orange / SFR
  They got money and are take savvy as
well

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LET’S BEGIN
 So what ?
 Creative Technology is an investment.
 Remember, we are talking about innovation.
 Sometimes, we have to “sponsored” some
projects.
 All clients are not willing to bet on technology.

50. 50
LET’S BEGIN
 We can’t do Creative Technology with all clients.
 We can’t do Creative Technology on all projects.
 I’d say the best way to start could be working with
an external Creative Technologist, on some
targeted projects and then capitalize on the
experience.

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WHAT TO KEEP IN MIND ?
 We need to innovate in the way we communicate.
And promote it.
 There are many many new technologies popping
everyday everywhere.
 Those technologies has to be masterized. This is
the Creative Technology.
 The Creative Technologist is a Creative with a
technological way of thinking.
 Consider it’s a bonus at start and then capitalize

52. 52
LET’S START
THANK YOU SO MUCH FOR LISTENING
…
I am @canheads
ANY QUESTIONS ?