Matt Howell, who helped create the BDW Making Digital Work workshops,
chats with me about where this is all going.
Making Digital Work wrapped yesterday in NYC at the Art Director’s Club. It appears that 75 participants from Dubai to Los Angeles went home happy, motivated, filled with ideas and totally exhausted.
A few of the highlights and learnings from Day Two.
From a great panel with Ty Montague, John Winsor and Ian Shafer (thanks to all who contributed questions — we’ll have a video of the panel posted soon) we took away the following. Digital technology isn’t just about making better stuff for clients, it’s also about inventing new ways of doing business. Co: and Victors and Spoils aren’t so much about making digital as they are about being digital. In both cases their models – loose alliances across best of breed agencies and crowdsourcing carefully curated communities of creatives – become possible because of all the tools at our disposal.
Ale Lariu, McCann’s award winning digital creative director reminded us that digital starts with solving a problem not a media buy. She also reiterated a thought from Flo Heiss of Dare that we’ve heard many times from Gareth Kay as well. “Create ideas that can be advertised as opposed to advertising ideas.” Ale also revealed that as a creative director her preferred partner is a creative technologist, not another designer or copywriter. Right there is a model for every creative person to embrace.
Perhaps the most imminently useful information of the day came from Scott Prindle whose presentation on the role of creative technologist made it clear that it’s the role of the technologist to learn advertising and get used the chaos of a creative department. (We’ll get that one posted soon, too.) As Scott says, if you can’t embrace it, think creatively as well as technically, inspire and conceive ideas, you don’t belong in the business.
The other half of that message, of course, is that if you’re hiring a tech person, avoid people who can’t work with creative partners. There’s a difference between knowing how to build something and being able to conceive what should be built.
It should go without saying that tech belongs not off to the side of the creative department, but inside the creative department.
And finally, Griffin Farley, BBH’s engagement planning director, offered an insightful presentation on the strategy behind propagation planning. In a day and age when there are billions of peer-to-peer impressions being made in social media it often makes sense to: Plan not for the people you reach but the people they reach.
You can see Griffin’s, Ale’s and Faris’s decks here, on BDWCU’s Slideshare page.