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Featuring

Jason DaileyDirector of Bing Evangelism at Microsoft

Allison Kent-SmithDirector of Digital Development at Goodby Silverstein & Partners

Moderated by: Shane SantiagoPresident & Chief Creative Officer at SBS Studios

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Chicken or the egg?

• Which pushes the other, Creativity or Technology?• How or why does technology help evolve creative brand storytelling?• Talk about your favorite examples of where the line between a creative idea and

technological innovation is blurred. Why are these your favorite?

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www.takethislollipop.com

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thewildernessdowntown.com

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Adopting tech-think

• How can agencies think more like tech companies? Vice versa?• What are creative technologists? Are they valuable to an agency’s make up?• Talk about learning opportunities for creatives and agencies to get up to speed.

(Through infrastructure, culture, or actual training, professional development and conferences.)

• Discuss acquisition, fostering internal education, or other models for getting up to speed digitally.

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Collaboration models• Talk about successful ways for “creatives” or “agency people” to collaborate

with “digital people.”• What agencies do this well?• At what point should “technologists” be injected into the creative process? At

the outset, during strategy? Before production?

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Things to avoid• What are some models that don’t work? Why?• Should you take stock of your staff and re-hire? Why or why not?• Talk about why “just making sure your brand is on Facebook” doesn’t mean

you’ve addressed digital and social execution.