my 2012 iab chile talk
DESCRIPTION
How Technology is disrupting the Advertising Agency creative process.TRANSCRIPT
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Technology disrupting the Advertising Agency Creative Process
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Hello! Iʼm Ricardo Diaz.
Director of Creative Technology at TBWA\CHIAT\DAY LA
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Who am I? What do I do?
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Who am I? What do I do?
1. Computer Science Degree. Started at a Production company.
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Who am I? What do I do?
1. Computer Science Degree. Started at a Production company.2. Run the Digital Development Team / Creative Technology Lab
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Who am I? What do I do?
1. Computer Science Degree. Started at a Production company.2. Run the Digital Development Team / Creative Technology Lab 3. Change Agent, with the help of my friends (EPs, Creatives, etc).
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The Digital Evolution
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PRODUCTION USER EXPERIENCECREATIVEPLANNING
a. b. c. d. e. f. g. h.
INSIGHT & BRANDPLATFORM DEVELOPMENT
CREATIVECONCEPTING
SCOPING &PLANNING
CREATIVEPRODUCTION
INTERACTIVEDEVELOPMENT
REVIEW &REFINEMENT
QUALITY ASSURANCE
RELEASEMEASUREMENT & OPTIMIZATION
Workflow \ Then
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PRODUCTION USER EXPERIENCECREATIVEPLANNING
a. b. c. d. e. f. g. h.
INSIGHT & BRANDPLATFORM DEVELOPMENT
CREATIVECONCEPTING
SCOPING &PLANNING
CREATIVEPRODUCTION
INTERACTIVEDEVELOPMENT
REVIEW &REFINEMENT
QUALITY ASSURANCE
RELEASEMEASUREMENT & OPTIMIZATION
Workflow \ Now
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Creative Technologist?
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Creative Technologist?
1. Years of experience building various types of digital projects.
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Creative Technologist?
1. Years of experience building various types of digital projects. 2. Senior most technical position on my team.
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Creative Technologist?
1. Years of experience building various types of digital projects. 2. Senior most technical position on my team. 3. Blend of Creative, Strategic, Branding and Business mind.
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Creative Technologist?
1. Years of experience building various types of digital projects. 2. Senior most technical position on my team. 3. Blend of Creative, Strategic, Branding and Business mind.4. Introducing technology trends, dealing with the craziness, and finding solutions.
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Case Studies
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Pepsi \ To The Max
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Pepsi \ To The Max
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Pepsi \ To The Max
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Kraft \ Anything Dressing
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Kraft \ Anything Dressing
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Kraft \ Anything Dressing
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Kraft \ Anything Dressing
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Grammys 2011 \ Music is Life is Music
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Grammys \ Music Is Life
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Grammys \ Music Is Life
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TBWA \ Projeqt
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TBWA \ Projeqt
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TBWA \ Projeqt
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TBWA \ Insight Engine
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TBWA \ Insight Engine
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TBWA \ Our Prototypes
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TBWA \ Prototypes
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WORLDWIDE
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More than 700 digital staff
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WORLDWIDE
CTCREATIVE TECH
UXDESIGN
ECECOMMERCE
COCONTENT
SMSOCIAL MEDIA
MBMOBILE
+PARTNERSHIPS
PRPRODUCTION
ABBEHAVIOR LAB
SESEO + SEM
ANANALYTICS
IPPLATFORMS
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CTCREATIVE TECH
UXDESIGN
ECECOMMERCE
COCONTENT
SMSOCIAL MEDIA
MBMOBILE
+PARTNERSHIPS
PRPRODUCTION
ABBEHAVIOR LAB
SESEO + SEM
ANANALYTICS
IPPLATFORMS
businessarts plus +ABL
GameLab
Engage
WORLDWIDE
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In Conclusion
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Our tools are continually expanding.
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Foster a “Community of Curiosity”.
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Brands getting into Products & Services.
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“Media is just any space between a brand and the audience” - Lee Clow
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Thank You
@ricardodiaz