Allow data to start inspiring creative solutions to briefs

1. Adnext2012
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2. A thought experiment:
Try and think of an ad
campaign that could not
be made better by digital
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3. <video:
rei
animoto>
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4. So what
does this
mean?
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5. meets Madison
The Valley
Avenue
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6. Faceoff
Geek Creative

7. Shit. That
won’t work.
Will it?
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8. The truth is
these two types of people
are actually not that
different
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9. Their shared
psychographic:
1. Hacker (make-better) mentality
2. Strong desire to create stuff
3. Ability to think abstractly
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10. So what
does this
mean for
clients?
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11. You will be seeing Developers
and User Experience people
at briefing sessions and
pitches increasingly
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12. What
does this
mean for
Agencies?
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13. Creative Directors will grow
out of the Developer and
User Experience disciplines.
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14. You will, in time, employ
math majors and statisticians.
You will employ people with
deep social sciences
experience.
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15. In the US we are seeing
“Interactive Creative Directors”
Essentially people with developer or
user interface design experience
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16. Oh. And your production complexity
just increased by an order of
magnitude.
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17. Collaboration Mind-Woodstock
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18. “The Minimum
Viable Brief”
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19. Agile Production
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20. Letting data
inspire a
creative brief
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21. Hackathons
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22. Iterating Creative
“Always in Beta”
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23. “Most advertising is still oriented around a
‘launch and leave it’
As marketers get deeper into platform & app
development, it’s important that our thinking
shifts. We need to get things to market and
learn faster.
Do it cheaper, leaner, and more collaboratively.
Find ways to operationalise hacking &
experimentation”
Winston Binch, Chief Digital Officer at Deutsch LA
Sits on the Google Creative Council
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24. Any sufficiently advanced technology
is indistinguishable from magic
Arthur C. Clarke
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25. Thank you
/fin.
twitter.com/justinspratt