by Rei Inamoto
Ad agencies pride themselves on big ideas and creativity. But for too long, they’ve relegated technology and code as production tasks, not as strategic points of view.
In the 21st century, ad agencies need to embrace the Culture of Code in order to stay relevant.
Creativity no longer belongs to those who have the word "creative" in their title. In fact, many brilliant ideas from the past few years have been coming out of non-creative people. Well, they were always creative -- it’s just that "creatives" thought they weren’t.
As technology influences consumer behaviors to change, the very definition of the “Idea” also needs to evolve. Put it this way: In the 20th century, copywriters had film scripts hidden in their drawers. In this century, we need to have product ideas ready to go.
Join me as I discuss why tech startups are stealing business from ad agencies as well as lessons for agencies to avoid going extinct.
9th–13th March 2012