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Historically it’s been sort of copywriters and art directors thinking about brand messaging
and how to position a brand to a customer. And that’s still-- and there’s a lot of
storytelling involved in that and that’s still relevant and it’s still very important.
But alongside that we have to think about this, again, this intersection of art, technology
and IT, and what does that mean and how does that provide utility and value to customers,
and how does that position the brand? The first [INAUD] from an agency’s perspective
is to recognize that technology is a creative discipline just like copy and just like visual.
If you look at the great successes that we’ve had over the years and the campaigns that
have won awards and engaged customers and enhanced the brand, very often there’s a
significant technology story behind each one. In many cases a programmer or a technical
director influenced, shaped, sometimes came up with the idea for that campaign. Very often
we have technical directors who are in the pitches developing applications to illustrate
customer experience and show how the brand could be expressed through a particular technology.
Now power points and white boards can take you so far, but if you can slide an application
across a conference room table to really express how that brand’s gonna work in a certain
context, very, very powerful stuff. And that’s why it’s really, really important to have
technology very tightly connected with the other creative disciplines within an agency.