Here is the short version of the Creative Technology's deck made for Havas WW in december 2013. It explains our vision of the Creative Technology, how it's now a strategic subject and how it should be implemented. Written and presented by Guillaume Cartigny for Les Gaulois.

1. CREATIVE TECHNOLOGY
FOR ADVERTISING INDUSTRY

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ABOUT CREATIVE TECH.
 AGENCIES SCOPE NOWADAYS
 NEW STAKES, NEW TOOLS, NEW REWARDS
 CREATIVE TECHNOLOGY
 CREATIVE TECHNOLOGIST
 AROUND US
 LET‟S BEGIN

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 Creative Technologist at Les Gaulois
 First web site in 1995
 15 years in the digital field. 7 years as a full time
developer.
 Former Creative Technologist at Being TBWA & JWT
Paris
 Former CTO at Publicis Marcel
 10 years of drawing / painting / modeling courses
WHO AM I ?

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 AGENCIES SCOPE NOWADAYS
 NEW STAKES, NEW TOOLS, NEW REWARDS
 CREATIVE TECHNOLOGY
 CREATIVE TECHNOLOGIST
 AROUND US
 LET‟S BEGIN
ABOUT CREATIVE TECH.

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 At start, we were promoting our client‟s
products and their benefits.
 Telling the people how good the product
is.
 This is advertising.
AGENCIES SCOPE NOWADAYS

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 Then we started promoting our brand.
 Telling how nice the brand is.
 This is brand content.
AGENCIES SCOPE NOWADAYS

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 Then, we started promoting our client‟s
capability to surprise people.
 Showing how the brand can be literally
stunning.
 This is brand experience.
AGENCIES SCOPE NOWADAYS

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① PRODUCT INNOVATIVE
② BRAND INNOVATIVE
① COMMUNICATION INNOVATIVE
② COMMUNICATION PROMOTED
AGENCIES SCOPE NOWADAYS

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ABOUT CREATIVE TECH.
 AGENCIES SCOPE NOWADAYS
 NEW STAKES, NEW TOOLS, NEW REWARDS
 CREATIVE TECHNOLOGY
 CREATIVE TECHNOLOGIST
 LET‟S BEGIN

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NEW STAKES, NEW TOOLS, NEW REWARDS
NEW STAKES
 Product innovation is the basis.
 Content and story telling are the basis.
 The new stake is the brand experience.
 A brand experience that needs to be
empowered by technology.

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NEW STAKES
 A brand experience that needs to be
empowered by technology.
 But not any kind of experience :
 Something useful
 Something stunning
 Something fun
NEW STAKES, NEW TOOLS, NEW REWARDS

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NEW STAKES
 A useful experience means a tool, a service,
something the consumer will put value in.
 A stunning experience does not mean it‟s full
of technology, but it means users will
experience something new, something they had
never live before.
NEW STAKES, NEW TOOLS, NEW REWARDS

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NEW TOOLS
 Big data / open Data
 Internet of things
 One screen => Multi-screens => Who cares
about screen anymore ?
 The era of startups
NEW STAKES, NEW TOOLS, NEW REWARDS

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NEW REWARDS
 Cannes Festival introduced an Innovation Category
this year.
NEW STAKES, NEW TOOLS, NEW REWARDS

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NEW REWARDS
 What really is Cinder ?
 A framework => A set of VERY technical TOOLS. To
create brand experience.
 The first ever Innovation Cannes Lion was given to a
tool. Not to an idea.
 But a tool to make consumers live stunning brand
experience
NEW STAKES, NEW TOOLS, NEW REWARDS

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NEW REWARDS
 Does it means we develop technical tools ? NO
 We must know they exist.
 We must know how to use them.
 We must use them for our creative ideas
NEW STAKES, NEW TOOLS, NEW REWARDS

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① UNLIMITED PLACES TO TOUCH CONSUMERS
② UNLIMITED TECHNICAL TOOLS TO PLAY
WITH
① DIGITAL DOES NOT ONLY MEANS SCREEN
ANYMORE
② INNOVATION IS A RECONIZED LEVER FOR
CREATION
NEW STAKES, NEW TOOLS, NEW REWARDS

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 AGENCIES SCOPE NOWADAYS
 NEW STAKES, NEW TOOLS, NEW REWARDS
 CREATIVE TECHNOLOGY
 CREATIVE TECHNOLOGIST
 LET‟S BEGIN
ABOUT CREATIVE TECH.

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CREATIVE TECHNOLOGY
HERE WE ARE !
 This multiplicity of technologies has to be handled.
 Because all the possibilities offered by technologies
have to be canalized and turned into creativity.
 Not technology for the sake of it
 But technology to serve ideas

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 Technology to serve ideas
 Then Creative Technology is part of the creative
process.
 But as it is meant to think services and usages,
Creative Technology is also very close to planners.
 And most of the time, as Creative Technology is
innovating, it also means production follow up
CREATIVE TECHNOLOGY

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 A few years ago technology was the 5th wheel
in an agency. Even in digital agencies.
 Being only considered as a production tool.
 Now, the tool has grown up and is a true
source of inspiration and creation
CREATIVE TECHNOLOGY

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 The tricky question is : when do we need Creative
Technology ?
 In all projects ? Certainly not.
 So when should we integrate Creative Technology ?
 Most probably, it‟s important to have a Creative
Technology point of view from the beginning.
Meaning Planning.
 But a Creative Technology should not be introduce
anywhere.
CREATIVE TECHNOLOGY

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PROJECT MANAGEMENT
PLANNING
SOCIAL
MEDIA
E-CRM/CRM
IT
DIGITAL PRODUCTION
CREATION
CREATIVE
TECHNOLOGY
This is how we integrate Creative Technology
CREATIVE TECHNOLOGY

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① CREATIVE TECHNOLOGY IS AN OTHER
WAY OF THINKING PROJECTS
② IT‟S A MATTER OF MASTERIZING
TECHNOLOGIES TO CREATE ENGAGEMENT
③ IT‟S NOT ONLY CREATIVITY BUT IT
IRRIGATES THE WHOLE PROCESS
CREATIVE TECHNOLOGY

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 AGENCIES SCOPE NOWADAYS
 NEW STAKES, NEW TOOLS, NEW REWARDS
 CREATIVE TECHNOLOGY
 CREATIVE TECHNOLOGIST
 LET‟S BEGIN
ABOUT CREATIVE TECH.

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In 2011, Edward Boches was answering the question
“what is the most important job in advertising ?” by :
“I’m going out on a limb and suggesting we consider
anointing a different role as the most important job in
advertising. My nominee? The creative technologist.”
He is the Chief Innovation Officer at Mullen, freelance Creative
Director and Advertising teacher at Boston University „sCollege of
Communication
Obviously, and sadly, no one read this article till then …
(http://edwardboches.com/the-most-important-job-in-advertising)

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 The Creative Technologist has a very good
advertising and marketing knowledge.
 He has a very strong technological
background
 He sometimes has human sciences skills
(Ergonomy, Psychology, Sociology, …)

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BUT FIRST OF ALL HE’S A
TECHNOLOGIST.
With creative skills and sensibility
BUT HE IS A TECHNOLOGIST.

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 Being a technologist means he loves
technologies.
 He loves them so much than he is able to jump
into a new technology, try it and get his own
advice about it.
 But not only.

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 What does he do then?
 Monitoring, monitoring, monitoring.
 He detects and follow startups
 He finds creative ideas
 He develops PoC
 He does project follow up
 He team-works with planning, creatives, …

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 But the real question is what he does not.
 The temptation is often strong to couple the
function of Creative Technologist with an other
function.
 And it does not work.

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 Some Creative Technologists are also in charge of
Technical Direction.
Not good. He would get stuck in low added-value
production jam.
 Some Creative Technologists are also in charge of
Creative Direction.
Not good. He would be both judge and jury.
 The Creative Technologist has to be Creative
Technologist.

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 Don‟t get me wrong. He‟s not the only one
able to have ideas including technologies.
 He plays two roles :
 Finding ideas with Technology as a starting
point.
 But he’s also involved into magnifying
others ideas.

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 AGENCIES SCOPE NOWADAYS
 NEW STAKES, NEW TOOLS, NEW REWARDS
 CREATIVE TECHNOLOGY
 CREATIVE TECHNOLOGIST
 LET‟S BEGIN
ABOUT CREATIVE TECH.

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 Creative Technology is an investment.
 Remember, we are talking about innovation.
 Sometimes, we have to “sponsored” some
projects.
 All clients are not willing to bet on technology.

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 We can‟t do Creative Technology with all
clients.
 We can‟t do Creative Technology on all
projects.
 I‟d say the best way to start could be working
with an external Creative Technologist, on
some targeted projects and then capitalize on
the experience.

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 We need to innovate in the way we communicate. And
promote it.
 There are many many new technologies popping
everyday everywhere.
 Those technologies has to be masterized. This is the
Creative Technology.
 The Creative Technologist is a Creative with a
technological way of thinking.
 Consider it‟s a bonus at start and then capitalize on it.

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THANK YOU SO MUCH FOR
LISTENING …
I am @canheads
Working for @LesGauloisParis