Invisible Technology: Jack @ Cannes 2014

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    11-Aug-2014

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This presentation was given at Cannes Lions by Leesa Wytock, VP of Digital in Jack's New York office.

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  • THE BRAND EXPERIENCE APPROACH INVISIBLE TECHNOLOGY + THE CREATIVE OPPORTUNITY
  • "ANY SUFFICIENTLY ADVANCED TECHNOLOGY, IS INDISTINGUISHABLE FROM MAGIC. ARTHUR C. CLARKE
  • WEVE ALL COME ACROSS RAGE-INDUCING TECHNOLOGY
  • HEALTHCARE.GOV
  • WEVE ALSO ALL HAD EXPERIENCES OF TECHNOLOGY THAT ARE VERY DIFFERENT WHERE THE TECHNOLOGY WORKS SO SEAMLESSLY WE DONT EVEN KNOW ITS THERE.
  • ZIPCAR ARE THEY A TECHNOLOGY COMPANY? OR A CONSUMER COMPANY?
  • Zipcar TECHNOLOGY WOULD BE CRITICAL TO ITS SUCCESS, BUT CUSTOMERS WOULD ONLY NOTICE THE TECHNOLOGY IF IT FAILED. IF IT WORKED, THEY WOULD JUST SEE A GREAT EXPERIENCE.
  • FROM GOOGLE TO UBER, YOU DONT SEE THE TECHNOLOGY. YOU DONT UNDERSTAND THE ALGORITHMS. YOU DONT HAVE TO. YOU JUST FEEL HAPPY THAT ITS SOLVED A PROBLEM AND MADE YOUR LIFE BETTER.
  • THE AVERAGE MILLENNIAL CONSUMER SWITCHES SCREENS 27 TIMES PER HOUR. GREAT EXPECTATIONS
  • THE BRAND EXPERIENCE APPROACH WE LOVE THE TECHNOLOGY WE DONT EVEN KNOW WERE USING.
  • ITS ALL ABOUT THE EXPERIENCE [Those who use technology] to solve basic human problems with greater speed and simplicity than those who came before will profit immensely. Those who lose sight of basic human needs and try to come up with the next big idea will have problems. EV WILLIAMS
  • BRAND EXPERIENCE PRINCIPLES INVITE PARTICIPATION USER-FIRST DESIGN DELIGHTFULLY USEFUL INFECTIOUSLY SHAREABLE BUILDS COMMUNITY
  • INVISIBLE TECHNOLOGIES WE LOVE (AND WHY) 7 1. TOUCH SURFACES 2. SECOND SCREEN 3. DATA 4. CLOUD CITY (NO NOT WITH LANDO) 5. CONTACTLESS CONNECTION 6. ENHANCED REALITY 7. MAKER CULTURE + COMMUNITY
  • TOUCH SURFACES BRING US ONE STEP CLOSER TO CONTENT 1
  • UBI
  • BECKS
  • HERTZ 24/7
  • SECOND SCREENS: TAPPING INTO A NATURAL BEHAVIOR 2
  • SAMSUNG
  • COTTON 24 HOUR RUNWAY SHOW
  • SWEEPER APP
  • BIG DATA: ANALYZING TODAY FOR BETTER EXPERIENCES TOMORROW 3
  • BRITISH AIRWAYS
  • GOOGLE MAP GALLERY
  • PRISM SKYLABS
  • NEXT GEN CLOUD SERVICES: CREATING A COMMUNITY 4
  • CAROUSEL
  • DROPCAM
  • THUNDERCLAP
  • CONTACTLESS CONNECTION: NEW POSSIBILITIES INSTANTLY 5
  • It is not that wearables are shaping new trends, but that new trends are shaping wearables. New devices will be expected to learn when consumers dont want to look at their phones WILL SEYMOUR FUTURE FOUNDATION ESTIMOTE
  • FIREFLY
  • DISNEY
  • ENHANCED REALITY: TAKING EXPERIENCES TO THE NEXT LEVEL 6
  • PEPSI
  • SHIRE
  • MAKER CULTURE: HARNESSING THE BEST + BRIGHTEST AND LATEST + GREATEST 7
  • MINK MAKEUP
  • TWO BIT CIRCUS
  • JACK LABS
  • FUTURE OF INVISIBLE TECHNOLOGY + AGENCIES
  • IF THE BEST TECHNOLOGY IS THE ONE YOU NEVER SEE, WHAT DOES THIS MEAN FOR DIGITAL AGENCIES? Is is the agency of tomorrow the human agency ?
  • FUTURE OF TECHNOLOGYIs Invisible. Seamless. Incredibly intentional. Creatively exciting.
  • LIZ BIGHAM EVP, BRAND MARKETING 212-401-7212 Liz_bigham@jackmorton.com @jackmorton THANK YOU!