1. TECHNOLOGY + CREATIVITY
Joel Lunenfeld
CEO, Moxie Interactive
10.19.10

2. ////TECHNOLOGY + CREATIVITY
A p r i l 1 9 ,
2 0 1 0
• A NEW DILEMMA
• A NEW DEFINITION
• A NEW TEAM
• A NEW CANVAS
• A NEW AGENCY

3. A NEW
DILEMMA

4. ////WHEN DID THIS BECOME OUR JOB?
A p r i l 1 9 ,
2 0 1 0

5. ////IT’S NOT SLOWING DOWN
A p r i l 1 9 ,
2 0 1 0

6. ////A WORLD DEFINED BY TECHNOLGY
A p r i l 1 9 ,
2 0 1 0
Consumers hate most advertising
• Only 5 % agree with advertising claims: start being honest and authentic
• 50 % say brands don’t live up to advertising promises
• 67 % complain there is too much advertising: forget messages, create experiences and conversation
Adaptive marketing is the new model
• Everything is powered by digital: hire digital, think digital, learn digital or die
• Real time response, as in political advertising, is the future of marketing: monitor social media regularly
and get everyone a Flipcam
Media needs to combine paid, owned and earned
• Paid: for scale and reach and speed: social can’t do everything, reach, scale and speed come from paid /
Owned: for content, relationships, listening and co-creation: open source opportunities are everywhere so
create great content, utility and apps / Earned: social, WOM, PR, bloggers, influencers: paid can’t do
everything; you need a social and conversation strategy, not simply a presence on Facebook
Successful agencies will move well beyond campaigns
• Stop thinking in terms of audience and think about a community of participants: a brand’s consumers may
be your best creative resource, or at least your best medium

7. Agencies are organized like a classical orchestra in a jazz age.
-Rishad Tobacowala

8. A NEW
DEFINITION

9. A NEW
DEFINITION

10. A NEW
DEFINITION

11. A NEW
DEFINITION

12. A p r i l 1 9 ,
2 0 1 0
• tech·nol·o·gy
– the branch of knowledge that deals with the creation and
use of technical means and their interrelation with life,
society, and the environment, drawing upon such
subjects as industrial arts, engineering, applied science,
and pure science.

13. A p r i l 1 9 ,
2 0 1 0
• cre·a·tiv·i·ty
– the ability to transcend traditional ideas, rules, patterns,
relationships, or the like, and to create meaningful new
ideas, forms, methods, interpretations, etc.; originality,
progressiveness, or imagination: the need for creativity
in modern industry; creativity in the performing arts.

14. ////TECHNOLGY & ART MUST BE REUNITED
A p r i l 1 9 ,
2 0 1 0
• The ancient Greek
concept of art (in
Greek, τέχνη,
téchnē—the root of
"technique” and
“technology”

15. A NEW TEAM

16. Art Director Copywriter+

17. Art Director + Copywriter + UX + Media Planner

18. Art Director + Copywriter + UX + Media Planner
+ Analyst
+ Legal Council + Evangelist
Developer + Producer +
Database Architect + Trendspotter
+ Anthropologist
+ Project Manager

19. A NEW CANVAS

20. ROBOTSPACE MISSION THE WORLD

21. A SONG ABOUT HOMEWORK

23. A NEW
CONNECTION

24. A Personal One
YOU
ARE
HERE

26. An Emotional One

28. A Helpful One

29. A NEW
AGENCY

30. Moxie is creating the agency of the future.
Technology sparked a refreshing, open dialogue between people and
brands. By embracing that, we are reinventing the role of advertising.
With passion, agility, integrity, imagination, and moxie, every day we
fuse media, creative, and technology to achieve brave, accountable
marketing solutions.

31. ////PRACTICE WHAT WE PREACH
A p r i l 1 9 ,
2 0 1 0
• Be an Agency AND a Developer
• Connect Brands to People with Technology
• Practice Transparency and Collaboration
• Remove Department Silos
• Crowdsource the Best Ideas
• Encourage Entrepreneurship

36. ////ENCOURAGE ENTREPRENEURSHIP
A p r i l 1 9 ,
2 0 1 0

37. ////WHAT THIS MEANS TO YOU
A p r i l 1 9 ,
2 0 1 0
• Question traditional structures
• Invent a new canvas
• Develop you own IP
• Be careful what you outsource
• Practice what you preach