Featuring Jason DaileyDirector of Bing Evangelism at Microsoft Allison Kent-SmithDirector of Digital Developmentat GoodbySilverstein & Partners Moderated by: Shane SantiagoPresident & Chief Creative Officer at SBS Studios
Chicken or the egg? • Which pushes the other, Creativity or Technology? • How or why does technology help evolve creative brand storytelling? • Talk about your favorite examples of where the line between a creative idea and technological innovation is blurred. Why are these your favorite?
Adopting tech-think • How can agencies think more like tech companies? Vice versa? • What are creative technologists? Are they valuable to an agency’s make up? • Talk about learning opportunities for creatives and agencies to get up to speed. (Through infrastructure, culture, or actual training, professional development and conferences.) • Discuss acquisition, fostering internal education, or other models for getting up to speed digitally.
Collaboration models • Talk about successful ways for “creatives” or “agency people” to collaborate with “digital people.” • What agencies do this well? • At what point should “technologists” be injected into the creative process? At the outset, during strategy? Before production?
Things to avoid • What are some models that don’t work? Why? • Should you take stock of your staff and re-hire? Why or why not? • Talk about why “just making sure your brand is on Facebook” doesn’t mean you’ve addressed digital and social execution.