What Will Lead Ad Creativity: Technologists, Creatives, Or Someone Else
If advertisers want to see the future of advertising they need to look at the beginning of technology. By the beginning I mean the semiconductor and the components built into gadgets, where innovation first occurs. More agencies will begin to put inventions and innovations at the center of the agency. That's the consensus of The Future of Creativity breakout session, moderated by Winston Binch, Partner, Chief Digital Officer, Deutsch LA. At the 4 A's conference in Los Angeles. The moderator and panelists spoke about the intersection of technology and marketing, a topic near and dear to my heart. With a dozen years in marketing and many more in technology (like the Internet backbone, software, and semiconductors), I've been fortunate to experience and understand the conversion. I witnessed the introduction of near field communication, now used in Google Wallet, into advertising back in 2004, when I began to write about the technology.