Do Agencies Need to Think Like Software Companies?

A session at SXSW Interactive 2011

Friday 11th March, 2011

3:30pm to 4:30pm (CST)

Now that digital and mobile is a component of any innovative ad campaign, the question arises: How much do marketers need to know about technology? The truth is, advertisers and brand marketers are entering a brave new world -- one where code is on par with content. The 21st-century ad isn't something to be looked at, it's something to be used. Our reliance on mobile tools, such as apps, position them as the perfect vehicles for brands. "Consumers" are now "users." So are "marketers" now "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. These creative technologists also lend a software company vibe around an agency.

But should agencies really try this stuff at home? Should they be worrying about, say, the video capability of the latest iPhone? Or just stick to their core competencies and work with real software companies and development shops to realize their ideas? This panel will look at this new staffing paradigm and debate what the agency of the future should look like.

LEVEL: Intermediate

About the speakers

This person is speaking at this event.
Matt Galligan

Entrepreneur, craft beer enthusiast, musician, photographer. CEO & Co-founder of @Circa. Co-founded @1PercentOf, @SimpleGeo & @Socialthing. bio from Twitter

This person is speaking at this event.
Allison Mooney

head of trends & insights, marketing @ google bio from Twitter

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Robert Rasmussen
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Amanda Kelso

Google Creative Lab bio from Twitter

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Rick Webb

revenue consultant @tumblr. ceo, @secretch. angel investor, writer, @betabeat columnist, record label owner, native alaskan. co-founded @barbariangroup. bio from Twitter

Next session in Ballroom F

5pm Block Party Capitalism: Where Analog and Digital Intersect by John Gerzema

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Time 3:30pm4:30pm CST

Date Fri 11th March 2011


Ballroom F, Austin Convention Center

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