Why Ad Agencies Should Act More Like Tech Startups

A session at SXSW Interactive 2012

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.

About the speaker

This person is speaking at this event.

Rei Inamoto

CCO, AKQA

Named in Creativity Magazine’s annual “Creativity 50,” Rei Inamoto is one of the most influential individuals in the marketing and creative industry today. With broad international experience in Asia, Europe and the U.S .as well as an unusual combination of background in advertising, design and technology, Rei brings a unique perspective to his work and to his audiences. Rei is Chief Creative Officer of AKQA, responsible for delivering creative solutions for agency clients such as Nike, Xbox, Kraft and Visa. Since joining the agency in 2004, his presence has been instrumental in bringing AKQA the highest recognitions. In the last several years, AKQA received multiple Agency of the Year accolades from various industry publications, including achieving a world-first in 2011 by earning the honor simultaneously on both sides of the Atlantic from Adweek and Campaign. AKQA was also selected as one of Fast Company’s 50 Most Innovative Companies among Apple and Google. Most recently in January 2010, Advertising Age honored AKQA as one of the top Ten Agencies of the Decade. In June 2010, Rei served on the Titanium and Integrated Jury at the Cannes Advertising Festival. Originally from Tokyo, Rei spent his childhood and teenage years in Japan and Europe. He then went to the U.S. to complete his university studies with degrees in fine arts and computer science – all before people were broadcasting their feelings, talking in 140 characters or less, or becoming friends with people they didn’t know.