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The Tightening Feedback Loop Of Popular Culture

The Tightening Feedback Loop Of Popular Culture
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CP+B's Mathew Ray talks with PSFK in anticipation for his upcoming presentation at our Future of Mobile Marketing Salon in Austin.

Timothy Ryan, PSFK Labs
  • 3 march 2011

For our upcoming PSFK SALON at SXSW this year, we’ve invited Mathew Ray to discuss the future of mobile tagging. Mathew is the Creative Technology Director at CP+B. Here are a few questions we asked him in preparation for the event:

What is the most exciting challenge at CP+B that you are addressing these days?

The core challenge is always the same – how do we take our clients and make them famous, make them a part of culture, help them invent aspects of culture and become relevant, intriguing, different among their competitors. The question we always lead with is ‘What is going to make this client part of a cultural conversation.’ The challenge is different for every client and there is no magic bullet or formula for success, which makes it always rewarding and never dull.

What other projects are currently inspiring your work?

I love the start-up mentality – a group of crazy folks getting together and asking why something doesn’t exist yet, having the persistence to make it happen, executing a useful or interesting product and moving on to the next challenge. In a lot of ways it inspires the interactive practice at CP+B.

Where do you find inspiration outside of your industry?

All over the place – coming from a background of art and design as well as technology, I find architecture, experience/human-centered design, location-based/performance art and the like are all fertile areas of inspiration. Popular culture itself is a huge feedback loop that keeps getting tighter and tighter – real-time digital communication becomes an even greater part of everyday life and having an opportunity to use it as a playground is more exciting than the biggest blank sheet of paper imaginable.

What emerging trend, idea, or technology are your excited to see develop in the future?

Nanotech. It’s one of the few areas where our visions of what it could enable far outstrip our current capabilities. It leads a whole generation to question ‘why not’ and the resulting innovation could completely change life as we know it. There is a little lead time before that happens, so as far as things *I* hope to have an influence on or be a part of I’d have to say the evolution of the mobile phone to the primary digital platform of the future is most exciting. This device that sits in so many people’s pockets around the world can decentralize access to information, communication, and media – having the opportunity to contribute to that is infinitely rewarding.

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