Scott Prindle Role of Creative Technologist | MDW August 2011
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This document discusses the role of the creative technologist. It defines the creative technologist as a key member of the digital creative team who helps lead projects from concept to delivery. The creative technologist both writes code to build software and platforms, and also leads strategic thinking. Some of the main responsibilities outlined include managing emerging technologies, building prototypes, enabling agile workflows, and sparking creative thinking through research and experimentation. The role of creative technologist has grown in importance as technology has increasingly disrupted advertising.
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Scott Prindle Role of Creative Technologist | MDW August 2011
- 1. The Role of the Creative Technologist Scott Prindle Executive Creative Technology Director Crispin Porter + Bogusky
- 2. Moore’s Law The number of transistors on a chip will double about every two years. Gordon Moore, Intel co-founder, 1965
- 3. More processing power, falling costs
- 6. "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. Ray Kurzweil Source: http://www.newsweek.com/id/197812/page/3
- 7. More storage, falling costs
- 8. 5 MB in 1956 Source: http://www-03.ibm.com/ibm/history/exhibits/storage/storage_350.html, http://www.snopes.com/photos/ technology/storage.asp
- 9. 64 GB in 2011 Source: http://www.sandisk.com/products/usb-flash-drives/sandisk-ultra-backup-usb-flash-drive
- 10. Faster bandwidth, falling costs
- 11. Source: http://www.colbertnation.com/the-colbert-report-videos/219665/february-24-2009/1997-flashback
- 12. 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
- 13. Technologists (programmers) are driving cultural, social, and economic change. Mark Sergey Larry Jack Tim Zuckerberg Brin Page Dorsey 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
- 14. Rapid advancements in technology are bringing about tremendous disruption to our business.
- 15. We’ve shifted from a traditional model
- 16. To a hybrid traditional/microsite model
- 17. To a growing digital ecosystem driven by complex software and algorithms
- 18. It makes sense then to integrate those who live and breath software and utility – creative technologists (programmers) – into the creative and strategic process.
- 19. Culture clash at first
- 20. Technologists think in code
- 21. 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
- 22. And structured data and APIs That we use to search, sort, filter, edit, and save.
- 23. And speak in a long list of acronyms 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
- 24. And are relatively new to the world of advertising.
- 25. What do we call this position? - programmer? - developer? - software engineer? - creative programmer? - interactive developer? - software architect? - creative coder? - data processor? - creative technologist?
- 26. A tour through our bookshelves can help better define the role.
- 27. The early years: brochureware and the beginnings of ecommerce
- 31. The emergence of digital branding: the microsite era
- 33. Web 2.0 and the rise of social media
- 38. Computing extends beyond the desktop
- 44. We’re in the advertising business now. Shouldn’t programmers know about traditional advertising? And know how to make advertising concepts?
- 49. 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
- 50. Number of Posts 0 100 200 300 400 500 600 700 Jan Feb Mar Apr May is growing. Jun 2009 Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr 1.1.09 ‐ 7.13.11 May Jun 2010 Jul Crea/ve Technologist(s) Aug Sep Oct Nov Dec Jan Feb And conversation and buzz on the topic Mar Apr 2011 May Jun Jul
- 52. The role of the creative technologist
- 53. 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.
- 54. 1) The creative technologist writes code and makes functional software.
- 58. 2) The creative technologist leads strategic and creative thinking for brand utilities and platforms.
- 59. 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
- 60. 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
- 61. 3) The creative technologist brings emerging technology thinking into the creative concepting process.
- 62. A couple of years ago our toolkit was somewhat limited: - Flash - HTML - Video - Databases
- 63. Technologies in our now toolkit include: - Flash - Tablet devices - HTML - Augmented reality - Video - Voice recognition and audio detection - Databases - Physical computing - Mobile - Augmented reality - Facebook - NFC - Twitter - E-readers - Geo-location - Connected TV - Multi-touch interfaces - Automotive technologies - APIs/Mashups - Robotics - Near field communications
- 64. This year’s Cannes winners show the wide range of possibilities. Source: http://www.canneslions.com/work/cyber/index.cfm?award=1
- 65. 4) The creative technologist manages complexity and change.
- 66. Rapid advances in technology can be intimidating and overwhelming.
- 67. With an in-depth understanding of core computer science and IT principles, this rapid change and complexity is manageable.
- 68. The ecosystem will continue to expand and grow in complexity.
- 69. 5) The creative technologist builds early prototypes to test ideas, interactions, and functionality. This creates momentum and is very helpful in selling through ideas.
- 70. Dominos: visual builder prototype
- 71. Dominos: visual builder live Source: http://www.dominos.com
- 72. 6) The creative technologist enables an agile workflow. This helps to ensure high-quality, on-time deliveries.
- 73. 7) The creative technologist manages relationships with client IT stakeholders.
- 75. 8) The creative technologist sparks creative thinking through emerging technology research and experimentation.
- 76. 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. Steven Levy, Hackers: Heroes of the Computer Revolution Source: http://www.amazon.com/Hackers-Heroes-Computer-Revolution-Anniversary/dp/1449388396/ref=sr_1_1?ie=UTF8&qid=1291568052&sr=8-1
- 77. Augmented reality (AR) prototyping
- 78. BK: augmented reality banner
- 79. Experiments with multitouch table
- 81. Experiments with the connected vehicle: Trike Plus
- 82. Experiments with the connected vehicle: Trike Plus
- 83. One happy family now
- 84. 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.
- 85. 5 points for technologists to consider when joining a traditional advertising environment.
- 86. 1) Enable ways to say “yes”
- 87. 2) Don’t promote technology for technology’s sake. Start with an idea and address a business need.
- 88. 3) Don’t just say you’re creative, show it
- 89. 4) Understand that frequent change is part of the creative process.
- 90. 5) Be respectful of the creative vision and strive for pixel perfection.
- 91. 5 points to consider when introducing technology into a traditional environment.
- 92. 1) Hire technologists who can communicate and collaborate
- 93. 2) Include technologists in the full project lifecycle – from initial research and briefing, to concepting, through final project delivery.
- 94. 3) Understand that making software is a significantly different process than making TV, print, or radio. Be respectful of the complexity and time requirements.
- 95. 4) Train technologists on traditional marketing and branding principles.
- 96. 5) Position technologists to educate clients on emerging technology trends.
- 97. Good resources on technology 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"
- 99. Thank you.