Remarkable products are the best ads, but inventing great products requires a new way of thinking in advertising — and a new breed of agency person.
The inventors capable of making the products are hard to find, though, and sought after by startups and tech giants alike. How do you build the right team of inventors? How do you induct them into the world of advertising? And how do you create an invention culture that makes them want to stay?
In this presentation given at Cannes Lions 2013, Deutsch LA CEO Mike Sheldon and CDO Winston Binch talk about the lessons we've learned—and are still learning.
32. Be a tech company."
42
Creative Technology
TECH DIRECTORS, ARCHITECTS, DEVELOPERS,
AND ANIMATORS
06
Digital Design
SITE, MOBILE, AND
APPLICATION DESIGN
10
Digital Studio
FILE PREPARATION
02
Concept Production
ASSET AND CREATIVE TRAFFICKING
07
Experience Design
UX DESIGNERS AND INFORMATION ARCHITECTS
03
Invention
DIGITAL PLATFORM CREATIVES
25
Digital Creative
CONCEPTUAL CREATIVE AND WRITERS
28
Integrated Production, Digital
PROJECT MANAGERS
24
Account Management
CLIENT SERVICE
11
Digital Media Planning
MEDIA BUYING AND PLANNING
08
Data Strategy/SEO
IMPLEMENTATION AND ANALYSIS
06
Quality Assurance
SITE AND APPLICATION
TESTING
Total: 174
02
Digital Strategy
DIGITAL PLANNERS