MAKING DIGITAL WORK II
WORKSHOP OVERVIEW
Over the past 50 years, clients and agencies have invested immeasurable time and effort in building organizational structures and processes designed to create great advertising. It has taken just two years for technology and digital media to begin to unravel this vast history, pushing more than five decades of planning towards irrelevancy. We are right now living through the moment in which the advertising industry will evolve. Our business has changed, and it's not changing back.
From this turmoil, new structures and processes are emerging with the goal of creating more relevant, more persuasive interactions with consumers across media. The effect of these changes on client organizations and their agency partners is profound. This workshop seeks to look at the cause of this disruption, and analyzes best practices that may emerge as the new structures and processes for the post-digital age.
Audience
This workshop is designed for people working in client and agency organizations, who are joined in the pursuit of creating relevant, engaging, effective work.
General target: (1) Client organizations: marketing officers, brand managers, product managers, public relations executives; (2) Agencies: account management of all levels, account planners, broadcast producers, creatives, interactive producers, and operations/finance officers.
Ideally, this workshop will be attended by members of client and agency teams who are committed to improving both the quality of their relationships and effectiveness of their work.
SESSION TOPICS
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Kick-Off:
A three part opening that looks at (1) how things used to work, (2) why things are changing, and (3) the challenges facing organizations seeking to evolve. -
The New Digital Landscape:
Interactive media work is typically a lot different than traditional media work. Look at the broad range of channels, the diversity of execution, and how digital work can differ in terms of schedule, budget and team structure. -
Defining an Audience:
The age of the broadcast demographic is dead. A look at persona development and other more relevant means of identifying an audience and the segments therein. -
Creative Briefs in the Post Digital Age:
Has the approach to writing a creative brief changed in the past two years? Has it stayed the same? How account planning and the briefing process is dealing with the challenge of creating work in today's media environment. -
How It All Comes Together:
The client and creative team that launched one of the most progressive projects of the past year talk about how they did it. From briefing to concept to design to development to launch – how it got done. And what we can all learn from their experience. -
Generational Change:
The story of how the consumer and their relationship to content and media has changed -- and how one agency tried to react and adapt. What worked -- and what didn't. -
Production Process:
An overview of the steps in the production process, including what roles are involved at each stage. Contrasts how interactive production/project management differs from that of traditional methods. -
Technology:
One of the greatest differences between traditional and digital work is the role of the lead technologist. This segment looks at when and how to integrate technology into the concepting process, and what type of technologist is required to fulfill this job. -
New Agency Models:
Think there are no credible alternatives to agencies? Think again. The founder of Victors & Spoils explains the structure and principles of crowd sourcing platforms and how work is created in a distributed environment. -
Best-Of Concepts:
A look at some of the best work in the industry. Then working backwards to explain how creatives interpret and respond to a brief, how strong ideas are conceived, how they’re presented to the client.
WORKSHOP INSTRUCTORS
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Matt joined Modernista! as Director of Interactive in May 2008 and was recently promoted to Chief Interactive Officer in December 2009. He's responsible for execution across digital channels through his oversight of M!'s technology, user experience, CRM, data analytics and interactive production groups. Since joining, Matt has put a diverse array of digital work into market for Cadillac, Palm, (RED), and the National Park Foundation. Previously, he was at R/GA where he ran the Nike engagement, launching major digital products and brand platforms such as Nike+, Nike iD and the Nike Online Store. His other experience includes the formation and management of R/GA's first ever expansion office in Stockholm, Sweden and leadership of acquisition programs for AT&T while at Digitas.
Modernista! was founded in Boston, MA, USA in January 2000 by creatives Gary Koepke and Lance Jensen. Today the full service agency has nearly 100 employees from more than 15 countries. M!'s client roster includes Palm, (RED), TIAA-CREF, National Park Foundation, Comedy Central Netherlands, PlaneSense and Stop Handgun Violence. Modernista! is independently owned.
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Gareth joined GSP in 2009 to lead strategic thinking on the agency's digital output and to help foster digital thinking and innovation throughout the agency's strategic output. Prior to GSP, Gareth established the planning discipline at Modernista!, building a department recognized for both its creative inspiration and business effectiveness. He was recently recognized by his peers as the most respected planning director in the U.S. He began his career in the U.K. helping develop award-winning communications for Waterstone's, fcuk, the BBC, Reebok and Unilever. He graduated from Oxford University with an MA in Philosophy, Politics and Economics. Gareth also serves on the board of the VCU Brandcenter, is a cofounder of the non-profit Planning For Good and writes one of the first planning blogs, “Brand New.”
Goodby, Silverstein & Partners, a unit of the Omnicom Group, is one of the worlds most respected and most awarded advertising agencies. Founded in 1983, the company is based in San Francisco and has over 500 employees serving a broad array of national and international accounts, including Hewlett-Packard, Frito-Lay, Haagen-Dazs, CMPB (‘got milk?’), Adobe, Sprint, NBA, and many others.
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Edward Boches is one of Mullen's four original partners. Over the last 26 years he has helped define the agency's creative standards, established its public relations group, integrated digital design and production into all of the agency's operations, and most recently launched its growing social media practice. The latter -- comprised of strategy, PR, content and analytics -- is both a department and a mindset working to master marketing in the new consumer-driven world. Along the way, Edward has been an award winning copywriter, a celebrated creative director, and a never-ending advocate for ideas that build businesses. His work has introduced new brands (Nextel, Monster.com, Lending Tree, Oxygen Media) and invigorated established companies (Timberland, GM Credit Card, Stanley, Four Seasons). During his tenure, Mullen has grown from a 12-person creative boutique to one of the country's top 25 agencies, with 600 people in four offices. Edward is also the Editor in Chief of TheNextGreatGeneration.com. He blogs at edwardboches.com and you can follow him on Twitter at twitter.com/edwardboches.
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Alastair is the Ex-Executive Digital Creative Director for McCann Erickson in San Francisco. At McCann he was instrumental in organizing, recruiting and managing a 100 plus person cross discipline digital team to service clients such as Microsoft, HP and iShares. Prior to joining McCann in 2006 Alastair worked at Ogilvy in London and New York on clients such as: IBM, Miller, Yahoo, Cisco, Nestle, Unilever and Ford. It could be agued that Alastair has spent most of his career trying to get large and potentially smart agencies to embrace digital and cast off the BDA acronym. Since Leaving McCann in 2010 he can be found freelancing around ad agencies on either coast.
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Michael recently joined Saatchi & Saatchi LA in 2010 as a Creative Director on the Toyota account. Previously he was a Creative Director at TBWA\Chiat\Day LA, where he helped launch the Pepsi Refresh Project; a landmark platform that generated tens of millions of dollars in earned media. Though he entered the advertising industry with a digital background, Michael has spent the last several years creating integrated campaigns that drive participation and engagement across all media. Prior to moving to the west coast, Michael was Interactive Creative Director at Modernista!, where he helped integrate the traditional and interactive disciplines across all clients, including (RED), Palm, Cadillac and the National Park Foundation. He also spent time at Crispin Porter + Bogusky, working on the Nike and Coke Zero accounts.
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John Winsor is a leading strategic marketing and product innovation thinker especially known for his work in collaboration, co-creation and crowdsourcing. He is also a respected author of Baked In: The Power of Aligning Marketing and Product Innovation, Spark: Be more Innovative through Co-Creation and Beyond the Brand: Why Engaging the Right Customers is Essential to Winning in Business. Currently, he is the CEO of Victors & Spoils, the world’s first creative (ad) agency built on crowdsourcing principles. V&S provides businesses with a better way to solve their marketing, advertising and product-design problems by engaging the world’s most talented creatives. Before V&S, Winsor was the VP/Executive Director of Strategy and Innovation at Crispin, Porter + Bogusky helping the company become the most awarded advertising agency in the world for the last two years. In 2007, Winsor sold his company, Radar Communications, to CP+B. He founded Radar in 1998 with Nike as its first client. Using strategy and academic-based market intelligence tools, Winsor helped some of the country's most progressive companies learn from key voices in their communities through methods he gleaned from his years as a journalist.
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Scott Prindle joined Crispin Porter + Bogusky in early 2006 to build out and lead an in-house development team focused on creative collaboration and innovative use of emerging technologies. In the past three years, his teams have helped concept, prototype, and develop work for Volkswagen (including a full redesign of vw.com ), Burger King, Domino’s, Coke Zero, Sprite, Microsoft, Old Navy, and American Express. Their work has received numerous awards, including back-to-back Titanium Lions at Cannes for Interactive Agency of the Year. Prior to CP+B, Prindle was a Technology Director at R/GA Interactive in New York, overseeing architecture and development for Nike (nikeid.com , nikebasketball.com , nikerunning.com , and nikewomen.com ), Nokia, and IBM. While at R/GA, Prindle also relocated briefly to Stockholm, Sweden, to head up technical project management for the ericsson.com global redesign and mobile development effort.
