Dispatches from Dreamland: Think & Drink in LA

The Mill held a special “Think and Drink” event in Los Angeles, a lively discussion on the roles of technology and creativity in advertising last week. Panelists in attendance were Winston Binch, partner/chief digital officer at Deutsch LA; Paul Debevec, graphic research professor at USC; Sam Baerwald, ECD at 72andSunny; Alistair Green, ECD at Team One Agency; and Robert Sethi, CD at The Mill. Shots’ acting US editor Simon Wakelin was in attendance and reports on the event in his latest blog piece below.

An eclectic crowd gathered to listen to discussions in technology and creativity at The Mill last week. The event began with moderator/freelance producer Annie Uzdavinis asking the panelists how technology sparks creativity:

“Technology creates opportunities for artists,” explains Debevec, recipient of the 2010 Scientific and Engineering Academy Award. “If you are a creative person today you need to pay attention to technology. Artists innovate on new platforms in ways that haven't been done before. Artists who understand technology create moments that live on forever.”

“One can say that art inspires technology, and then technology inspires art,” adds Binch.

“Agencies have long been storytelling cultures – but in recent years as the digital world continues to evolve we are hiring more technologically-savvy people in our buildings. It's a little bit like high school sometimes because the cultures are very different.”

“The idea has to be groundbreaking,” offers Baerwald on the subject. “Technology can inspire an idea, but if an execution is just a technological innovation with no idea behind it then it just doesn’t work.”

Binch offers that one should think with the mind and forget technology – at least initially. After all, creativity is not device-dependent. “I don't look at technology as an inspiration,” Binch says. “What inspires me each day is solving problems and focusing on inherent business and marketing challenges – then I think about it in human terms and use technology tactically to inspire new solutions.”

Talking tech

With rapid technological advances happening throughout the industry, the panelists discussed how they keep up the pace. “It’s important to develop ideas and experiment with technologies to then go to clients and sell our idea,” answers Green on delivering concepts. “I think technology challenges agencies and keeps us on our toes. I believe the only way to see what can be accomplished is to play with the technology at hand.”

“The big thing for me is that our technology group is involved in the creative process,” says Binch on Deutsch tactics. “When you have technologists involved in the creative process they bring in their own perspectives to the table. Sometimes they show you new possibilities that open your eyes. Agencies that lead the way today have a real mix of disciplines to find breakthrough ideas.”

Asked how everyone keeps current to technological change, Green answers that hiring young, technologically minded people in open-minded environments leads to successful work:

“They need to feel a sense of ownership,” he explains. “This can be difficult to achieve in more traditional agencies, but Team One is full of people who trust each other. Trusting new, young individuals that don't quite fit in can be difficult. Sometimes we hire people and are not entirely sure how it will work out – but then they bring something to the table that is amazing. Sometimes it works, sometimes it doesn’t.”

“A lot of the young people that we bring in to the agency know more about the social landscape and the technologies because they are natives,” Binch adds. “We see real change happening in the industry with old roles being challenged. You have to put yourself in a position where you are tracking these kinds of young thinkers and bringing them on board.”

Keeping curious

Baerwald adds that everyone is a leader at 72andSunny. Growth happens, and whenever it does, the agency allows it to emerge. “A big part of technology is opening yourself up to ideas,” say Baerwald. “You have to be willing to grow. For example, just accepting that ideas can come from anywhere – not just creative departments – is important to realise.”

The subject of fear in clients was then discussed – clients who are often in need to see proof of concept before parting with their money:

“You have to show a prototype using the least amount of money to make the maximum amount of impact,” says Green on Team One tactics. “Even if you show a client something that barely works, just a facsimile, it’s great to ease their concerns. Clients do want to see things more finished these days, and as technology has advanced so has the expectation of convincing prototypes.”

Asked if any of the panelists actively look for partners when seeking innovation, Baerwald answers that all solutions are rooted in talent. His advice? Think with your mind and allow ideas to happen in context:

“It’s finding the right team across different disciplines,” he answered. “It’s creating a combination to innovate and make something happen. The challenge is assembling the team who will see it from beginning to end. We move across projects more as a team, and are involved in conceptualisation across the board. Decisions are made quickly. It’s about being in the team, getting in the boat, and ignoring classic agency hierarchical structures. We’ve done a lot of experimentation with creative teams.”

“Technology is a team sport,” overviewed Binch on the road ahead, outlining how complications endure. “It comes down to personalities and people who want to hold on and be in charge. They want to have it all with the smart experts working for them – but they don’t know how to lead and manage these people. This is a transition period for a lot of agencies. The media landscape is changing so rapidly that it’s important for us all to stay curious.”

The event was an intriguing mix of opinions outlining how technology and creativity cohabit. They can make for uneasy bedfellows with heaps of conflict, friction and strife – but there is also exhilaration, delight and vast creative potential afoot when they are wholeheartedly embraced.