• by Laurie Sullivan , Staff Writer @lauriesullivan, March 9, 2013

You can't be in the business of advertising without considering technology because it inspires design and creative thinking, Lincoln Bjorkman, Digitas chief creative officer told MediaPost Saturday. Bjorkman and I had an informal discussion on the balcony outside the Austin Convention Center at SXSW. The intersection of technology and creative will become the way digital agencies support clients and their customers. It could turnaround those consumers looking to opt out of services and programs more often, something Bjorkman sees more often these days. When I asked how the agency approaches situations around consumers shutting down their Facebook page to start over, he said building partnerships and connections in the most unlikely places, along with taking risks, which are less expensive these days if it should fail. "The nice thing is analytics from Google, YouTube, Yahoo and others are fantastic," he said. "We put pressure on them to show us, so we can line it up with our brands trends and analytics to see if it dovetails or separates."