Atlanta Ad Club: Blending Technology with Creativity

TECHNOLOGY + CREATIVITY

//// TECHNOLOGY + CREATIVITY

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• A NEW DILEMMA • A NEW DEFINITION• A NEW TEAM• A NEW CANVAS• A NEW AGENCY

A NEW DILEMMA

//// WHEN DID THIS BECOME OUR JOB?

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//// IT’S NOT SLOWING DOWN

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//// A WORLD DEFINED BY TECHNOLGY

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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

Agencies are organized like a classical orchestra in a jazz age.

-Rishad Tobacowala

A NEW DEFINITION

A NEW DEFINITION

A NEW DEFINITION

A NEW DEFINITION

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• 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.

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• 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.

//// TECHNOLGY & ART MUST BE REUNITED

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• The ancient Greek concept of art (in Greek, τέχνη, téchnē—the root of "technique” and “technology”

A NEW TEAM

Art Director Copywriter+

Art Director + Copywriter + UX + Media Planner

Art Director + Copywriter + UX + Media Planner

+ Analyst

+ Legal Council + Evangelist

Developer + Producer +

Database Architect + Trendspotter

+ Anthropologist + Project Manager

A NEW CANVAS

ROBOTSPACE MISSION THE WORLD

A SONG ABOUT HOMEWORK

A NEW CONNECTION

A Personal One

YOUARE HERE

An Emotional One

A Helpful One

A NEW AGENCY

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.

//// PRACTICE WHAT WE PREACH

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• 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

//// ENCOURAGE ENTREPRENEURSHIP

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//// WHAT THIS MEANS TO YOU

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• Question traditional structures• Invent a new canvas• Develop you own IP• Be careful what you outsource• Practice what you preach