My 2012 iAB Chile talk

Technology disrupting the Advertising Agency Creative Process

Hello! Iʼm Ricardo Diaz.

Director of Creative Technology at TBWA\CHIAT\DAY LA

Who am I? What do I do?

Who am I? What do I do?

1. Computer Science Degree. Started at a Production company.

Who am I? What do I do?

1. Computer Science Degree. Started at a Production company.2. Run the Digital Development Team / Creative Technology Lab

Who am I? What do I do?

1. Computer Science Degree. Started at a Production company.2. Run the Digital Development Team / Creative Technology Lab 3. Change Agent, with the help of my friends (EPs, Creatives, etc).

The Digital Evolution

PRODUCTION USER EXPERIENCECREATIVEPLANNING

a. b. c. d. e. f. g. h.

INSIGHT & BRANDPLATFORM DEVELOPMENT

CREATIVECONCEPTING

SCOPING &PLANNING

CREATIVEPRODUCTION

INTERACTIVEDEVELOPMENT

REVIEW &REFINEMENT

QUALITY ASSURANCE

RELEASEMEASUREMENT & OPTIMIZATION

Workflow \ Then

PRODUCTION USER EXPERIENCECREATIVEPLANNING

a. b. c. d. e. f. g. h.

INSIGHT & BRANDPLATFORM DEVELOPMENT

CREATIVECONCEPTING

SCOPING &PLANNING

CREATIVEPRODUCTION

INTERACTIVEDEVELOPMENT

REVIEW &REFINEMENT

QUALITY ASSURANCE

RELEASEMEASUREMENT & OPTIMIZATION

Workflow \ Now

Creative Technologist?

Creative Technologist?

1. Years of experience building various types of digital projects.

Creative Technologist?

1. Years of experience building various types of digital projects. 2. Senior most technical position on my team.

Creative Technologist?

1. Years of experience building various types of digital projects. 2. Senior most technical position on my team. 3. Blend of Creative, Strategic, Branding and Business mind.

Creative Technologist?

1. Years of experience building various types of digital projects. 2. Senior most technical position on my team. 3. Blend of Creative, Strategic, Branding and Business mind.4. Introducing technology trends, dealing with the craziness, and finding solutions.

Case Studies

Pepsi \ To The Max

Pepsi \ To The Max

Pepsi \ To The Max

Kraft \ Anything Dressing

Kraft \ Anything Dressing

Kraft \ Anything Dressing

Kraft \ Anything Dressing

Grammys 2011 \ Music is Life is Music

Grammys \ Music Is Life

Grammys \ Music Is Life

TBWA \ Projeqt

TBWA \ Projeqt

TBWA \ Projeqt

TBWA \ Insight Engine

TBWA \ Insight Engine

TBWA \ Our Prototypes

TBWA \ Prototypes

WORLDWIDE

More than 700 digital staff

WORLDWIDE

CTCREATIVE TECH

UXDESIGN

ECECOMMERCE

COCONTENT

SMSOCIAL MEDIA

MBMOBILE

+PARTNERSHIPS

PRPRODUCTION

ABBEHAVIOR LAB

SESEO + SEM

ANANALYTICS

IPPLATFORMS

CTCREATIVE TECH

UXDESIGN

ECECOMMERCE

COCONTENT

SMSOCIAL MEDIA

MBMOBILE

+PARTNERSHIPS

PRPRODUCTION

ABBEHAVIOR LAB

SESEO + SEM

ANANALYTICS

IPPLATFORMS

businessarts plus +ABL

GameLab

Engage

WORLDWIDE

In Conclusion

Our tools are continually expanding.

Foster a “Community of Curiosity”.

Brands getting into Products & Services.

“Media is just any space between a brand and the audience” - Lee Clow

Thank You

@ricardodiaz