Scott Prindle Role of Creative Technologist | MDW August 2011
-
Upload
boulder-digital-works-at-cu -
Category
Technology
-
view
5.339 -
download
1
description
Transcript of Scott Prindle Role of Creative Technologist | MDW August 2011
![Page 1: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/1.jpg)
The Role of the Creative Technologist Scott Prindle
Executive Creative Technology Director
Crispin Porter + Bogusky
![Page 2: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/2.jpg)
“The number of transistors on a chip will double about every two years.”
Gordon Moore, Intel co-founder, 1965
Moore’s Law
![Page 3: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/3.jpg)
More processing power, falling costs
![Page 4: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/4.jpg)
Source: http://www.staps.uhp-nancy.fr/informatique/eniac_fichiers/eniac4.jpg
![Page 5: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/5.jpg)
http://www.apple.com/iphone/gallery/#gallery01
![Page 6: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/6.jpg)
"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
![Page 7: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/7.jpg)
More storage, falling costs
![Page 8: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/8.jpg)
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
![Page 9: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/9.jpg)
Source: http://www.sandisk.com/products/usb-flash-drives/sandisk-ultra-backup-usb-flash-drive
64 GB in 2011
![Page 10: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/10.jpg)
Faster bandwidth, falling costs
![Page 11: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/11.jpg)
Source: http://www.colbertnation.com/the-colbert-report-videos/219665/february-24-2009/1997-flashback
![Page 12: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/12.jpg)
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
![Page 13: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/13.jpg)
Technologists (programmers) are driving cultural, social, and economic change.
Mark Zuckerberg
Sergey Brin
Larry Page
Jack Dorsey
Tim 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
![Page 14: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/14.jpg)
Rapid advancements in technology are bringing about tremendous disruption to our business.
![Page 15: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/15.jpg)
We’ve shifted from a traditional model
![Page 16: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/16.jpg)
To a hybrid traditional/microsite model
![Page 17: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/17.jpg)
To a growing digital ecosystem driven by complex software and algorithms
![Page 18: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/18.jpg)
It makes sense then to integrate those who live and breath software and utility – creative technologists (programmers) – into the creative and strategic process.
![Page 19: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/19.jpg)
Culture clash at first
![Page 20: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/20.jpg)
Technologists think in code
![Page 21: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/21.jpg)
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
![Page 22: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/22.jpg)
And structured data and APIs
That we use to search, sort, filter, edit, and save.
![Page 23: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/23.jpg)
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
![Page 24: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/24.jpg)
And are relatively new to the world of advertising.
![Page 25: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/25.jpg)
- programmer?
- developer?
- software engineer?
- creative programmer?
- interactive developer?
- software architect?
- creative coder?
- data processor?
- creative technologist?
What do we call this position?
![Page 26: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/26.jpg)
A tour through our bookshelves can help better define the role.
![Page 27: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/27.jpg)
The early years: brochureware and the beginnings of ecommerce
![Page 28: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/28.jpg)
Source: http://www.amazon.com/HTML-XHTML-Definitive-Guide-6th/dp/0596527322/ref=sr_1_4?ie=UTF8&qid=1291566619&sr=8-4
![Page 29: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/29.jpg)
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
![Page 30: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/30.jpg)
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
![Page 31: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/31.jpg)
The emergence of digital branding: the microsite era
![Page 32: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/32.jpg)
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
![Page 33: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/33.jpg)
Web 2.0 and the rise of social media
![Page 34: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/34.jpg)
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
![Page 35: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/35.jpg)
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
![Page 36: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/36.jpg)
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
![Page 37: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/37.jpg)
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
![Page 38: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/38.jpg)
Computing extends beyond the desktop
![Page 39: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/39.jpg)
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
![Page 40: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/40.jpg)
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
![Page 41: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/41.jpg)
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
![Page 42: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/42.jpg)
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
![Page 43: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/43.jpg)
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
![Page 44: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/44.jpg)
We’re in the advertising business now.
Shouldn’t programmers know about traditional advertising? And know how to make advertising concepts?
![Page 45: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/45.jpg)
Source: http://www.amazon.com/Ogilvy-Advertising-David/dp/039472903X/ref=sr_1_1?s=books&ie=UTF8&qid=1291566827&sr=1-1
![Page 46: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/46.jpg)
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
![Page 47: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/47.jpg)
http://www.amazon.com/Truth-Lies-Advertising-Account-Planning/dp/0471189626/ref=sr_1_1?ie=UTF8&qid=1304005692&sr=8-1#reader_0471189626
![Page 48: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/48.jpg)
http://www.amazon.com/Hey-Whipple-Squeeze-This-Advertising/dp/0470190736/ref=sr_1_1?ie=UTF8&qid=1303949861&sr=8-1#reader_0470190736
![Page 49: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/49.jpg)
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
![Page 50: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/50.jpg)
And conversation and buzz on the topic is growing.
0
100
200
300
400
500
600
700
Jan
Feb
Mar
Apr
May
Jun Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun Jul
2009 2010 2011
Num
berofPosts
Crea/veTechnologist(s)1.1.09‐7.13.11
![Page 51: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/51.jpg)
http://www.telegraph.co.uk/finance/businessclub/people/8676619/Geeks-to-inherit-the-Mad-Men-legacy.html
![Page 52: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/52.jpg)
The role of the creative technologist
![Page 53: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/53.jpg)
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.
![Page 54: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/54.jpg)
1) The creative technologist writes code and makes functional software.
![Page 55: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/55.jpg)
Source: http://www.linkedin.com/groupItem?view=&gid=2830357&type=member&item=52771925&qid=5e0b3aaf-1fa0-459a-88c3-f01c773c5ec8&trk=group_most_popular-0-b-ttl&goback=.gmp_2830357
![Page 56: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/56.jpg)
![Page 57: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/57.jpg)
![Page 58: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/58.jpg)
2) The creative technologist leads strategic and creative thinking for brand utilities and platforms.
![Page 59: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/59.jpg)
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
![Page 60: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/60.jpg)
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
![Page 61: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/61.jpg)
3) The creative technologist brings emerging technology thinking into the creative concepting process.
![Page 62: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/62.jpg)
A couple of years ago our toolkit was somewhat limited:
- Flash
- HTML
- Video
- Databases
![Page 63: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/63.jpg)
Technologies in our now toolkit include:
- Flash
- HTML
- Video
- Databases
- Mobile
- 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
![Page 64: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/64.jpg)
This year’s Cannes winners show the wide range of possibilities.
Source: http://www.canneslions.com/work/cyber/index.cfm?award=1
![Page 65: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/65.jpg)
4) The creative technologist manages complexity and change.
![Page 66: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/66.jpg)
Rapid advances in technology can be intimidating and overwhelming.
![Page 67: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/67.jpg)
With an in-depth understanding of core computer science and IT principles, this rapid change and complexity is manageable.
![Page 68: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/68.jpg)
The ecosystem will continue to expand and grow in complexity.
![Page 69: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/69.jpg)
5) The creative technologist builds early prototypes to test ideas, interactions, and functionality.
This creates momentum and is very helpful in selling through ideas.
![Page 70: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/70.jpg)
Dominos: visual builder prototype
![Page 71: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/71.jpg)
Dominos: visual builder live
Source: http://www.dominos.com
![Page 72: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/72.jpg)
6) The creative technologist enables an agile workflow.
This helps to ensure high-quality, on-time deliveries.
![Page 73: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/73.jpg)
7) The creative technologist manages relationships with client IT stakeholders.
![Page 74: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/74.jpg)
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
![Page 75: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/75.jpg)
8) The creative technologist sparks creative thinking through emerging technology research and experimentation.
![Page 76: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/76.jpg)
”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
![Page 77: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/77.jpg)
Augmented reality (AR) prototyping
![Page 78: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/78.jpg)
BK: augmented reality banner
![Page 79: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/79.jpg)
Experiments with multitouch table
![Page 80: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/80.jpg)
![Page 81: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/81.jpg)
Experiments with the connected vehicle: Trike Plus
![Page 82: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/82.jpg)
Experiments with the connected vehicle: Trike Plus
![Page 83: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/83.jpg)
One happy family now
![Page 84: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/84.jpg)
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.
![Page 85: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/85.jpg)
5 points for technologists to consider when joining a traditional advertising environment.
![Page 86: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/86.jpg)
1) Enable ways to say “yes”
![Page 87: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/87.jpg)
2) Don’t promote technology for technology’s sake. Start with an idea and address a business need.
![Page 88: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/88.jpg)
3) Don’t just say you’re creative, show it
![Page 89: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/89.jpg)
4) Understand that frequent change is part of the creative process.
![Page 90: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/90.jpg)
5) Be respectful of the creative vision and strive for pixel perfection.
![Page 91: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/91.jpg)
5 points to consider when introducing technology into a traditional environment.
![Page 92: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/92.jpg)
1) Hire technologists who can communicate and collaborate
![Page 93: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/93.jpg)
2) Include technologists in the full project lifecycle – from initial research and briefing, to concepting, through final project delivery.
![Page 94: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/94.jpg)
3) Understand that making software is a significantly different process than making TV, print, or radio. Be respectful of the complexity and time requirements.
![Page 95: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/95.jpg)
4) Train technologists on traditional marketing and branding principles.
![Page 96: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/96.jpg)
5) Position technologists to educate clients on emerging technology trends.
![Page 97: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/97.jpg)
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"
Good resources on technology
![Page 98: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/98.jpg)
![Page 99: Scott Prindle Role of Creative Technologist | MDW August 2011](https://reader034.fdocuments.us/reader034/viewer/2022051311/545667b7b1af9fc15d8b457f/html5/thumbnails/99.jpg)
Thank you.