The Role of the Creative Technologist Scott Prindle

Executive Creative Technology Director

Crispin Porter + Bogusky

“The number of transistors on a chip will double about every two years.” Gordon Moore, Intel co-founder, 1965

Moore’s Law

More processing power, falling costs

Source: http://www.staps.uhp-nancy.fr/informatique/eniac_fichiers/eniac4.jpg

http://www.apple.com/iphone/gallery/#gallery01

"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.”

Source: http://www.newsweek.com/id/197812/page/3

Ray Kurzweil

More storage, falling costs

Source: http://www-03.ibm.com/ibm/history/exhibits/storage/storage_350.html, http://www.snopes.com/photos/technology/storage.asp

5 MB in 1956

Source: http://www.sandisk.com/products/usb-flash-drives/sandisk-ultra-backup-usb-flash-drive

64 GB in 2010

Faster bandwidth, falling costs

Source: http://www.colbertnation.com/the-colbert-report-videos/219665/february-24-2009/1997-flashback

We’ve shifted from a traditional model

To a hybrid traditional/microsite model

To a growing digital ecosystem driven by complex software and algorithms

This ecosystem combines elements of brand story and brand utility

It makes sense then to integrate those who live and breath software and utility – creative technologists (programmers) – into your creative and strategic process.

Culture clash at first

Technologists think in code

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

And structured data and APIs

That we use to search, sort, filter, edit, and save.

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

And speak in a long list of acronyms

And are relatively new to the world of advertising.

-  programmer?

-  developer?

-  software engineer?

-  creative programmer?

-  interactive developer?

-  creative coder?

-  data processor?

-  creative technologist?

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What do we call this position?

A tour through our bookshelves can help better define the role.

The early years: brochureware and the beginnings of ecommerce

Source: http://www.amazon.com/HTML-XHTML-Definitive-Guide-6th/dp/0596527322/ref=sr_1_4?ie=UTF8&qid=1291566619&sr=8-4

Source: http://www.amazon.com/Programming-Perl-3rd-Larry-Wall/dp/0596000278/ref=sr_1_2?s=books&ie=UTF8&qid=1291566664&sr=1-2

Source: http://www.amazon.com/Expert-Oracle-Database-Architecture-Programming/dp/1590595300/ref=sr_1_1?s=books&ie=UTF8&qid=1291566696&sr=1-1

The emergence of digital branding: the microsite era

Source: http://www.amazon.com/Essential-Guide-Flash-CS4-ActionScript/dp/1430218118/ref=sr_1_1?s=books&ie=UTF8&qid=1291566723&sr=1-1

Web 2.0 and the rise of social media

Source: http://www.amazon.com/Ajax-Definitive-Anthony-Holdener-III/dp/0596528388/ref=sr_1_2?ie=UTF8&s=books&qid=1291566750&sr=1-2

Source: http://www.amazon.com/Mashups-Strategies-Enterprise-Jeffrey-Hanson/dp/032159181X/ref=sr_1_1?ie=UTF8&s=books&qid=1291566772&sr=1-1

Source: http://www.amazon.com/Essential-Facebook-Development-Successful-Applications/dp/0321637984/ref=sr_1_1?ie=UTF8&s=books&qid=1291566798&sr=1-1

Source: http://www.amazon.com/Groundswell-Winning-Transformed-Social-Technologies/dp/1422125009/ref=sr_1_1?s=books&ie=UTF8&qid=1291566868&sr=1-1

Looking ahead: computing extends beyond the desktop

Source: http://www.amazon.com/Mobile-Design-Development-Practical-Techniques/dp/0596155441/ref=sr_1_1?s=books&ie=UTF8&qid=1291566933&sr=1-1

Source: http://www.amazon.com/iPhone-SDK-Programming-Advanced-Development/dp/0470683988/ref=sr_1_4?s=books&ie=UTF8&qid=1291566956&sr=1-4

Source: http://www.amazon.com/Hello-Android-Introducing-Development-Programmers/dp/1934356565/ref=sr_1_1?s=books&ie=UTF8&qid=1291566985&sr=1-1

Source: http://www.amazon.com/Introducing-HTML5-Voices-That-Matter/dp/0321687299/ref=sr_1_1?ie=UTF8&s=books&qid=1291567009&sr=1-1

Source: http://www.amazon.com/Digital-Television-Third-Satellite-Terrestrial/dp/0240520815/ref=sr_1_1?s=books&ie=UTF8&qid=1291991530&sr=1-1#reader_0240520815

Source: http://www.amazon.com/Everyware-Dawning-Age-Ubiquitous-Computing/dp/0321384016/ref=sr_1_1?s=books&ie=UTF8&qid=1291567028&sr=1-1

We’re in the advertising business now.

Shouldn’t programmers know about traditional advertising? And know how to make advertising concepts?

Source: http://www.amazon.com/Ogilvy-Advertising-David/dp/039472903X/ref=sr_1_1?s=books&ie=UTF8&qid=1291566827&sr=1-1

Source: http://www.amazon.com/Kellogg-Advertising-Media-Bobby-Calder/dp/0470119861/ref=sr_1_1?ie=UTF8&s=books&qid=1291566849&sr=1-1

http://www.amazon.com/Truth-Lies-Advertising-Account-Planning/dp/0471189626/ref=sr_1_1?ie=UTF8&qid=1304005692&sr=8-1#reader_0471189626

http://www.amazon.com/Hey-Whipple-Squeeze-This-Advertising/dp/0470190736/ref=sr_1_1?ie=UTF8&qid=1303949861&sr=8-1#reader_0470190736

Source: http://www.amazon.com/Advertising-Concept-Book-Pete-Barry/dp/0500287384/ref=pd_sim_b_1

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

The role of the creative technologist

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.

1) The creative technologist writes code and makes functional software.

2) The creative technologist leads strategic and creative thinking for brand utilities and platforms.

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

3) The creative technologist brings emerging technology thinking into the creative concepting process.

A couple of years ago our toolkit was somewhat limited:

-  Flash

-  HTML

-  Video

-  Databases

Technologies in our now toolkit include:

-  Flash

-  HTML

-  Video

-  Databases

-  Mobile

-  Facebook

-  Twitter

-  Geo-location

-  Multi-touch interfaces

-  APIs/Mashups

-  Near field communications

-  Tablet devices

-  Augmented reality

-  Voice recognition and audio detection

-  Physical computing

-  Augmented reality

-  NFC

-  E-readers

-  Connected TV

-  Automotive technologies

- Robotics

4) The creative technologist manages complexity and change.

Rapid advances in technology can be intimidating and overwhelming.

With an in-depth understanding of core computer science and IT principles, this rapid change and complexity is manageable.

The client-server model

The web browser on your laptop is a client.

The smart phone app is a client.

The tablet device app is a client.

The Internet TV is a client.

Source: http://www.facebook.com, insidefacebook.com

We need to be positioned to manage the multi-screen consumer experience

5) The creative technologist builds early prototypes to test ideas, interactions, and functionality.

This creates forward momentum and is very helpful in selling through ideas.

Dominos: visual builder prototype

Dominos: visual builder live

Source: http://www.dominos.com

6) The creative technologist enables an agile workflow.

This helps to ensure high-quality, on-time deliveries.

7) The creative technologist manages relationships with client IT stakeholders.

Source: http://www.computerworld.com/s/article/9197888/Why_CIOs_Should_Friend_CMOs, http://www.informationweek.com/news/global-cio/trends/showArticle.jhtml?articleID=227700221, http://www.cmo.com/leadership/cmos-cios-can-relationship-be-saved, http://www.chiefmartec.com/2010/10/align-or-redefine-the-cmo-and-cio.html

8) The creative technologist sparks creative thinking through emerging technology research and experimentation.

”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.”

Source: http://www.amazon.com/Hackers-Heroes-Computer-Revolution-Anniversary/dp/1449388396/ref=sr_1_1?ie=UTF8&qid=1291568052&sr=8-1

Steven Levy, Hackers: Heroes of the Computer Revolution

Augmented reality (AR) prototyping

BK: augmented reality banner

Experiments with multitouch table

Experiments with the connected vehicle: Trike Plus

Experiments with the connected vehicle: Trike Plus

VW Fun Theory

http://www.youtube.com/watch?v=cbEKAwCoCKw

One happy family now

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.

-  Put technologists on your core strategic and creative leadership team

-  Include technologists in the full project life cycle – from initial research and briefing, through final project delivery

-  Hire technologists who know software architecture and hands-on coding

-  Hire technologists who can communicate and collaborate

-  Try out new team structures

-  Understand that making software is a significantly different process than making TV, print, or radio. QA is very, very important.

-  Be respectful of the complexity of the software development process

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Points to consider when introducing technology into a traditional environment

-  Don’t hide behind esoteric acronyms and buzzwords

-  Enable ways to say ‘yes’

-  Don’t just say you’re creative, show it

-  Be respectful of the creative vision and strive for visual pixel perfection

- Use your knowledge of technology to make ideas better

-  Don’t promote technology for technology’s sake. Start with an idea and fulfill a business need.

- Study the advertising and branding business

-  Understand that frequent change is part of the creative process "

Points for technologists to consider when joining a traditional environment

Blogs - Creative technologist group on LinkedIn http://www.linkedin.com/groups?gid=2830357 - www.slashdot.com" - www.ajaxian.com - www.sparkfun.com

Books - HTML and XHTML: The Definitive Guide, Chuck Musciano and Bill Kennedy - Hackers: Heroes of the Computer Revolution, Steven Levy - The Cathedral and the Bazaar: Musings on Linux and Open Source by an Accidental Revolutionary, Eric S. Raymond "

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Good resources on technology

Thank you.