April 16th, 2012
Digital technology is progressing from shiny new toy to crucial tool, and expectations and measurement approaches are changing along with it. Patrick Rona, president of Tribal DDB Asia Pacific, charts the changes and weighs in on where the industry goes from here. This article was first published by CampaignAsia where we contribute content.
My colleague, Georgy Strakhov, and I have been talking a lot about digital technology. Or, more specifically, the phases of adoption of digital technology by people, and our clients. One way of defining technology is to say that it’s something you need to consciously learn how to use. While for us touchscreen is still a technology, it’s definitely not a technology for kids: for them it’s been around forever and it’s only natural to touch a screen and expect that something is going to happen. They are puzzled – and disappointed – when nothing happens after they touch the “normal” screen of our laptops.
March 14th, 2011
Do Agencies Need to Think Like Software Companies? That was the question posed at Friday’s jam-packed SXSW panel hosted by Allison Mooney, Head of Trends & Insights, Marketing at Google. Panelists included Ben Malbon (Google), Matt Galligan (SimpleGEO), Rick Webb (Barbarian Group) and Rob Rasmussen (Tribal DDB).
The SXSW panel overview put forward a topic that would prove to be a very interesting conversation:
Advertisers and brand marketers are entering a brave new world – one where code is on par with content. “Consumers” are now “users.” So should “marketers” be “developers”? Enter the hybrid marketer. More and more agencies are finding they need to educate and cultivate a new breed of people who understand tech from a marketing and brand perspective, and who have a consumer mindset. At the same time, agencies are adopting practices–agile development, continuous deployment–learned from the tech world. But should they really try this stuff at home? Should “marketers” be worrying about, say, the video capability of the latest iPhone, or pushing the envelope with HTML5? Or should they just stick to their core competencies and work with established software companies / dev shops to realize their ideas? How else is technology affecting the agency model and the creative process?
Read more at Fast Company.