How Technology is disrupting the Advertising Agency creative process.

1. Technology disrupting the
Advertising Agency
Creative Process

2. Hello! Iʼm Ricardo Diaz.
Director of Creative Technology
at TBWACHIATDAY LA

3. Who am I? What do I do?

4. Who am I? What do I do?
1. Computer Science Degree. Started at a Production company.

5. 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

6. 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).

7. The Digital Evolution

8. Workflow Then
PLANNING CREATIVE PRODUCTION USER EXPERIENCE
a. b. c. d. e. f. g. h.
INSIGHT & BRAND CREATIVE SCOPING & CREATIVE INTERACTIVE REVIEW & QUALITY RELEASE
PLATFORM CONCEPTING PLANNING PRODUCTION DEVELOPMENT REFINEMENT ASSURANCE MEASUREMENT
DEVELOPMENT & OPTIMIZATION

9. Workflow Now
PLANNING CREATIVE PRODUCTION USER EXPERIENCE
a. b. c. d. e. f. g. h.
INSIGHT & BRAND CREATIVE SCOPING & CREATIVE INTERACTIVE REVIEW & QUALITY RELEASE
PLATFORM CONCEPTING PLANNING PRODUCTION DEVELOPMENT REFINEMENT ASSURANCE MEASUREMENT
DEVELOPMENT & OPTIMIZATION

10. Creative Technologist?

11. Creative Technologist?
1. Years of experience building various types of digital projects.

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

13. 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.

14. 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.

15. Case Studies

16. Pepsi To The Max

17. Pepsi To The Max

18. Pepsi To The Max

19. Kraft Anything Dressing

20. Kraft Anything Dressing

21. Kraft Anything Dressing

22. Kraft Anything Dressing

23. Grammys 2011 Music is
Life is Music

24. Grammys Music Is Life

25. Grammys Music Is Life

26. TBWA Projeqt

27. TBWA Projeqt

28. TBWA Projeqt

29. TBWA Insight Engine

30. TBWA Insight Engine

31. TBWA Our Prototypes

32. TBWA Prototypes

33. WORLDWIDE

34. More than 700 digital staff

35. WORLDWIDE
CT
CREATIVE TECH
UX
DESIGN
EC
ECOMMERCE
CO
CONTENT
SM
SOCIAL MEDIA
MB
MOBILE
IP
PLATFORMS
AN
ANALYTICS
SE
SEO + SEM
AB
BEHAVIOR LAB
PR
PRODUCTION
+
PARTNERSHIPS

36. WORLDWIDE
GameLab
CT
CREATIVE TECH
UX
DESIGN
EC
ECOMMERCE
CO
CONTENT
SM
SOCIAL MEDIA
MB
MOBILE
IP
PLATFORMS
AN
ANALYTICS
SE
SEO + SEM
AB
BEHAVIOR LAB
PR
PRODUCTION
+
PARTNERSHIPS
businessarts Engage ABL plus +

37. In Conclusion

38. Our tools are continually expanding.

39. Foster a “Community of Curiosity”.

40. Brands getting into Products &
Services.

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

42. Thank You
@ricardodiaz