menu

The New Agency Superstar: The Digital Technologist

The New Agency Superstar: The Digital Technologist
Advertising

AdWeek's recent Digital Special Report showcased a relatively new role being created and filled by several traditional ad agencies.

Paloma M. Vazquez
  • 18 february 2010

AdWeek‘s recent Digital Special Report showcased a relatively new role being created and filled by several traditional ad agencies, to the end of capitalizing on technology to fuel great ideas. The Digital Technologist leads an agency’s multidisciplinary team in creating compelling digital experiences for its clients.  This critical interdisciplinary position may be led by someone with a programming, strategy and/or production background, making them well versed in both strategy and execution, and ultimately knowledgeable in how to lead and inspire a multi-disciplinary team to deliver against an executable, actionable idea.  The report illustrates how agencies are staffing and utilizing this role by identifying four senior agency talents who are redefining creativity in the age of digital.

Among these four is Scott Prindle, Executive Creative Technology Director at Crispin Porter + Bogusky.  CPB has been viewed as one of the leaders in digital creativity – particularly among the more traditional shops – since they developed the “Subservient Chicken” campaign for Burger King in 2005.  However, CPB recognized that technology is a creative discipline, and that digital and technological capabilities needed to be integrated into what was then a more traditional creative environment.  Prindle was thus hired from his role as technical director at R/GA, to help oversee CPB’s digital future.

During his CP+B tenure, Pringle has seen the emphasis on talent shift from the visual (i.e., Flash designers producing microsites and banner ads) to programming.  According to Pringle, the ideal candidate right now would have a solid grounding in IT, would be comfortable working across various technologies and can solve problems creatively.  Additionally, tech capabilities serve to provide this individual with confidence in creative experimentation, and with the ability to comp ideas real time – which is of tremendous value in selling ideas.

This position is relevant and critical for traditional agencies that want to be taken as serious contenders and ideators in the digital space – particularly given recent confirmation that clients continue to deem their traditional shops’ digital skills unimpressive.  It also recognizes the need for both a technology and creative/production background in leading digital creativity, requiring that this lead have both a strong understanding of how to generate an idea – and exactly how it can or can’t be executed. It’s no longer a creative vs. media function.

[via: AdWeek Media]

Trending

Machine Printer Uses Coffee Drips To Create Intricate Portraits

Arts & Culture
Technology Yesterday

Why Nest Doesn't Get The Holidays

PSFK founder reacts to the damaging effects of poor email marketing

Children Yesterday

Robots Could Be Joining Dubai’s Police Force In 2017

The real-life RoboCops can salute, shake hands and collect traffic fines

Trending

Get PSFK's Related Report: Future of Automotive

See All
Travel Yesterday

Parka Hides And Charges Portable Devices

Bolt is a jacket that lets people carry and charge their various electronics without the need for an outlet

Related Expert

Dan Barasch

Nonprofit Organization Management

Food Yesterday

Yelp's New 'Yelfie' Feature Lets Diners Take Selfies

The update is designed to encourage people to attach a selfie when they share their experiences

Design & Architecture Yesterday

Build Your Own Savory Cheese Advent Calendar

A British food blogger has created a guide to building a different kind of holiday surprise

Fitness & Sport Yesterday

Floating Gym Concept In Paris Is Powered By Your Workout

The proposed design from Carlo Ratti Associati lets passengers ride a stationary bike as they travel through Paris along the Seine River

PSFK LABS REPORT

Future Of Retail 2017
Transformation Strategies For Customer-First Business
NEW

PSFK Op-Ed december 1, 2016

Communications Officer: What This Holiday Season Means For Millennial Shoppers

Dallas Lawrence of the Rubicon Project shares why holiday cheer is all about likes, views and retweets

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Syndicated Yesterday

What Does The Future Of Android Look Like In A World With The Pixel?

Google’s decision to make its own phone might have looked like a blow to the likes of Samsung but the reality is much more interesting

Retail Yesterday

Customer Service Expert: Why Offline Retail Has Better Data Than Online Retail

Healey Cypher, Founder and CEO of Oak Labs, shares why we should be thinking about the physical store as an e-commerce site

Fashion Yesterday

Alexander McQueen Designs A 3D-Printed Umbrella

3D-printed fashion arrives in time for the winter season

Work Yesterday

Why Training Associates To Be Advocates Is Key To Retail Success

In our Future of Retail 2017 report, PSFK Labs discusses strategies to prioritize customer service, which begins with associate advocates

Media & Publishing Yesterday

Netflix Creates Binge Candle To Celebrate A New Season Of Gilmore Girls

The streaming service developed a special layered candle that creates candle with episode-specific smells

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Arts & Culture Yesterday

Interactive Film Tells A Story About Living With Cancer

A moving song written by a father of a cancer patient comes alive in a 3D environment

Automotive Yesterday

Audi And LEGO Exhibit Autonomous Vehicle Installation

The installation at Design Miami explores the 25th hour, which represents bonus productive work or play time

No search results found.