Creative Technology @ Les Gaulois Paris. Dec. 2013

CREATIVE TECHNOLOGYFOR ADVERTISING INDUSTRY

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ABOUT CREATIVE TECH.

AGENCIES SCOPE NOWADAYS

NEW STAKES, NEW TOOLS, NEW REWARDS

CREATIVE TECHNOLOGY

CREATIVE TECHNOLOGIST

AROUND US

LET‟S BEGIN

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Creative Technologist at Les Gaulois

First web site in 1995

15 years in the digital field. 7 years as a full time

developer.

Former Creative Technologist at Being \ TBWA & JWT

Paris

Former CTO at Publicis Marcel

10 years of drawing / painting / modeling courses

WHO AM I ?

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CREATIVE TECHNOLOGY


AROUND US

LET‟S BEGIN


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At start, we were promoting our client‟s

products and their benefits.

Telling the people how good the product

is.

This is advertising.


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Then we started promoting our brand.

Telling how nice the brand is.

This is brand content.


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Then, we started promoting our client‟s

capability to surprise people.

Showing how the brand can be literally

stunning.

This is brand experience.


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① PRODUCT INNOVATIVE

② BRAND INNOVATIVE

① COMMUNICATION INNOVATIVE

② COMMUNICATION PROMOTED


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CREATIVE TECHNOLOGY


LET‟S BEGIN

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NEW STAKES

Product innovation is the basis.

Content and story telling are the basis.

The new stake is the brand experience.

A brand experience that needs to be

empowered by technology.

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NEW STAKES

A brand experience that needs to be

empowered by technology.

But not any kind of experience :

Something useful

Something stunning

Something fun


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NEW STAKES

A useful experience means a tool, a service,

something the consumer will put value in.

A stunning experience does not mean it‟s full

of technology, but it means users will

experience something new, something they had

never live before.


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NEW TOOLS

Big data / open Data

Internet of things

One screen => Multi-screens => Who cares

about screen anymore ?

The era of startups


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NEW REWARDS

Cannes Festival introduced an Innovation Category

this year.


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NEW REWARDS

What really is Cinder ?

A framework => A set of VERY technical TOOLS. To

create brand experience.

The first ever Innovation Cannes Lion was given to a

tool. Not to an idea.

But a tool to make consumers live stunning brand

experience


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NEW REWARDS

Does it means we develop technical tools ? NO

We must know they exist.

We must know how to use them.

We must use them for our creative ideas


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① UNLIMITED PLACES TO TOUCH CONSUMERS

② UNLIMITED TECHNICAL TOOLS TO PLAY

WITH

① DIGITAL DOES NOT ONLY MEANS SCREEN

ANYMORE

② INNOVATION IS A RECONIZED LEVER FOR

CREATION


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CREATIVE TECHNOLOGY


LET‟S BEGIN


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CREATIVE TECHNOLOGY

HERE WE ARE !

This multiplicity of technologies has to be handled.

Because all the possibilities offered by technologies

have to be canalized and turned into creativity.

Not technology for the sake of it

But technology to serve ideas

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Technology to serve ideas

Then Creative Technology is part of the creative

process.

But as it is meant to think services and usages,

Creative Technology is also very close to planners.

And most of the time, as Creative Technology is

innovating, it also means production follow up

CREATIVE TECHNOLOGY

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A few years ago technology was the 5th wheel

in an agency. Even in digital agencies.

Being only considered as a production tool.

Now, the tool has grown up and is a true

source of inspiration and creation

CREATIVE TECHNOLOGY

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The tricky question is : when do we need Creative

Technology ?

In all projects ? Certainly not.

So when should we integrate Creative Technology ?

Most probably, it‟s important to have a Creative

Technology point of view from the beginning.

Meaning Planning.

But a Creative Technology should not be introduce

anywhere.

CREATIVE TECHNOLOGY

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PROJECT MANAGEMENT

PL

AN

NIN

G

SO

CIA

L

ME

DIA

E-C

RM

/CR

M

IT

DIGITAL PRODUCTION

CREATION

CREATIVE

TECHNOLOGY

This is how we integrate Creative Technology

CREATIVE TECHNOLOGY

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① CREATIVE TECHNOLOGY IS AN OTHER

WAY OF THINKING PROJECTS

② IT‟S A MATTER OF MASTERIZING

TECHNOLOGIES TO CREATE ENGAGEMENT

③ IT‟S NOT ONLY CREATIVITY BUT IT

IRRIGATES THE WHOLE PROCESS

CREATIVE TECHNOLOGY

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CREATIVE TECHNOLOGY


LET‟S BEGIN


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In 2011, Edward Boches was answering the question

“what is the most important job in advertising ?” by :

“I’m going out on a limb and suggesting we consider

anointing a different role as the most important job in

advertising. My nominee? The creative technologist.”

He is the Chief Innovation Officer at Mullen, freelance Creative

Director and Advertising teacher at Boston University „sCollege of

Communication

Obviously, and sadly, no one read this article till then …

(http://edwardboches.com/the-most-important-job-in-advertising)

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The Creative Technologist has a very good

advertising and marketing knowledge.

He has a very strong technological

background

He sometimes has human sciences skills

(Ergonomy, Psychology, Sociology, …)

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BUT FIRST OF ALL HE’S A

TECHNOLOGIST.

With creative skills and sensibility

BUT HE IS A TECHNOLOGIST.

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Being a technologist means he loves

technologies.

He loves them so much than he is able to jump

into a new technology, try it and get his own

advice about it.

But not only.

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What does he do then?

Monitoring, monitoring, monitoring.

He detects and follow startups

He finds creative ideas

He develops PoC

He does project follow up

He team-works with planning, creatives, …

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But the real question is what he does not.

The temptation is often strong to couple the

function of Creative Technologist with an other

function.

And it does not work.

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Some Creative Technologists are also in charge of

Technical Direction.

Not good. He would get stuck in low added-value

production jam.

Some Creative Technologists are also in charge of

Creative Direction.

Not good. He would be both judge and jury.

The Creative Technologist has to be Creative

Technologist.

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Don‟t get me wrong. He‟s not the only one

able to have ideas including technologies.

He plays two roles :

Finding ideas with Technology as a starting

point.

But he’s also involved into magnifying

others ideas.

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CREATIVE TECHNOLOGY


LET‟S BEGIN


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Creative Technology is an investment.

Remember, we are talking about innovation.

Sometimes, we have to “sponsored” some

projects.

All clients are not willing to bet on technology.

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We can‟t do Creative Technology with all

clients.

We can‟t do Creative Technology on all

projects.

I‟d say the best way to start could be working

with an external Creative Technologist, on

some targeted projects and then capitalize on

the experience.

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We need to innovate in the way we communicate. And

promote it.

There are many many new technologies popping

everyday everywhere.

Those technologies has to be masterized. This is the

Creative Technology.

The Creative Technologist is a Creative with a

technological way of thinking.

Consider it‟s a bonus at start and then capitalize on it.

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THANK YOU SO MUCH FOR

LISTENING …

I am @canheads

Working for @LesGauloisParis