Process in the Age of Digital Innovation
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Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 1
PROCESS IN THE AGE OF DIGITAL REVOLUTION
CHARLES DUNCAN JR.
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Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 2
CHARLES DUNCAN JR.DIRECTOR OF TECHNOLOGY: IQ INTERACTIVE
Creative Technologist whose job it is to make sure teams are working together to push innovation while still getting projects delivered on budget and on time.
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WHAT EXCITES ME ABOUT DIGITAL ADVERTISING
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AFFECTING HOW PEOPLE ACCESS INFORMATION
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AFFECTING HOW PEOPLE COMMUNICATE WITH EACH OTHER
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500100
Radio/Film
50 TV
15 Web
10 Mobile
IT’S JUST THE BEGINNINGCOMPARED OTHER COMMUNICATION MEDIUMS
* estimated years in mass use
Why Are We Here TodayPromoting collaboration between creatives and technologist enables your company to stay on the cutting edge and continuously deliver campaigns that drive results.
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STRATEGY
DESIGN
DEVELOPMENT
QA
DEPLOY
July Aug Sep Oct Nov Dec Jan Feb
THE CURRENT AGENCY PROCESS
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THE PROBLEM WITH WATERFALL
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The main problem with the waterfall model is the inflexible division of a project into separate stages, so that commitments are made early on, and it is difficult to react to changes in requirements. Iterations are expensive. This means that the waterfall model is likely to be unsuitable if requirements are not well understood or are likely to change in the course of the project.
* Sommerville, Ian (2007) [1982]. "4.1.1. The waterfall model". Software engineering (8th edition ed.). Harlow: Addison Wesley. pp. 66f. ISBN 0-321-31379-8.
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Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential.
STRATEGY
DESIGN
DEVELOPMENT
QA
DEPLOY
July Aug Sep Oct Nov Dec Jan Feb
COLLABORATION TROUGH AGILITY
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THE BENEFITS OF AGILITY
The emphasis is on obtaining the smallest workable piece of functionality to deliver business value early, and continually improving it and adding further functionality throughout the life of the project.
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WHY BRIDGE CREATIVES & TECHNOLOGIST
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INNOVATION THROUGH COLLABORATIONNECESSARY TO KEEP UP WITH THE INDUSTRY
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CLIENTS DEMAND MORE
Expect better ROI compared to other marketing channels Marketing Clients more technically savvy than before Marketing dollars shifting towards digital
Mobile and Social leading the way
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A CONTINUED SHIFT TO DIGITAL
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USERS DEMAND MORE
Users want more engaging digital experiences Users want more utility out of digital experiences Numerous marketing channels vying for audience attention Microsite dominance challenged by: web 2.0, mobile & social
facebook blogs mobile applications gaming (console and mobile)
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THE COMPETITION
Big Ideas are not the sole possession of the big agencies Great work coming from small/medium agencies competing with
large agencies smaller agencies more nimble for change smaller agencies hungrier work new work
Recession making marketers more conservative
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THE BENEFITS OF COLLABORATION
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STAFF BENEFITS
Increased sense of individual ownership promotes moral Increased faith in other team members to deliver Improved knowledge transfer between disciplines Improved overall team unity
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Generation Y Workplace Values
Casual work environment Company perks
Video games Ping pong Happy hours
Flexible working hours Feeling of appreciation from management
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MANAGEMENT BENEFITS
Less management when people are collaborating Open channels of communication between disciplines means less
management Improved planning on projects due to lack of micro-management Increased productivity within agency Keeping workers happy keeps them in your agency
Average life-span in agency is 18 months
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CLIENT BENEFITS
Innovation on delivered work Smoother more timely delivery of work Agency’s ability to respond to last minute changes and issues Happier clients result in additional work
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MAKING A PLAN
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DETERRENTS FROM COLLABORATION
Focusing on cost before great work Not integrating fresh blood into the existing teams Not evaluating projects post-delivery Establishing a level of quality for delivered work Lack of overall life-cycle process
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PUTTING WORK FIRST
Digital mediums require collaboration for innovation Understand client needs and goals Understand required/potential technologies Establish where innovation is best Establishing delivery goals
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THE ART DIRECTOR & WRITER MODEL
Borrowed from traditional advertising model Great for print or tv but not for digital medium Creativity can come from any discipline Need technical knowledge of delivery mediums Technologies constantly evolving
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MANAGERIAL RESPONSIBILITIES
Discipline lead involvement from project onset Innovation hindered when technologist brought on too late
Holding people accountable Planning for a iterative project life-cycle Promoting collaboration or R&D during non-client work time
Google 80/20
Managing client expectations on internal process
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CREATIVE RESPONSIBILITIES
Making sure technologist are involved Pushing Technologist for technical innovation and R&D Continually communicating creative direction
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TECHNOLOGIST RESPONSIBILITIES
Don’t kill the big ideas Bring ideas to creative discussions Identify any risk R&D to show capabilities Continually push skill-sets
animation frameworks other agency work
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THE PROXIMITY ISSUE
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PHYSICAL PROXIMITY OF TEAMS
Creatives and Technologist should sit with each other Proximity promotes iteration
Open communication lines Places to meet and brainstorm
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HARDWARE / SOFTWARE CONSIDERATIONS
Desktop & server hardware QA lab Mobile phones for testing Gadgets for experimentation and test More wiki less email Basecamp type collaboration Development environments Bug tracking software SVN
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Recap
Collaboration necessary for innovation Traditional creative collaboration model not suited for medium Agility is key The continued shift to digital Clients and users demand more from agencies The competition comes in all sizes Collaboration benefits management and staff
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THANK YOU!
Charles.Duncan@iqinteractive.com@sirchauncy
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