Sessions at SXSW Interactive 2012 about Startups in InterContinental Stephen F. Austin

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Friday 9th March 2012

  • We Made This, and It's Not an Ad

    by Robbie Whiting

    What if agencies and marketers created products and services, not just ads? And what if they made these things for themselves, not just for clients? They do. But tackling things like product design, creating new businesses or building complex real-world experiences requires a creative, technical, managerial and entrepreneurial spirit more associated with Silicon Valley than Madison Avenue. It demands new roles, agile approaches, external partnerships, technologies, investments and compensation models that can drive even the most hardened finance director crazy. And in some cases, it may even require a complete reboot from the ground up. The ability to make something that isn’t an “ad” is no longer optional in modern advertising. But it's certainly not easy, either. So what can we learn from the makers, technologists and agencies already playing in this space? Turns out, a whole heckuva lot.

    At 3:30pm to 4:30pm, Friday 9th March

    In Capital Ballroom B, InterContinental Stephen F. Austin

    Coverage slide deck

Sunday 11th March 2012

Tuesday 13th March 2012

  • Why Ad Agencies Should Act More Like Tech Startups

    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.

    At 11:00am to 12:00pm, Tuesday 13th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

    Coverage audio clip