"Gutter Tech" Mentality was the topic for Heads of Production
Over 35 Heads of Production were hosted by Matt Bonin at Ogilvy to discuss Gutter Tech Mentality. What is that you say? Nathan Martin, CEO of DeepLocal, filled us in.
Matt Bonin hosts Heads of Production at Ogilvy in NY
By Pamela Maythenyi
Over 35 Heads of Production gathered in NY this week at Ogilvy to discuss Gutter Tech Mentality. What is that you say? At the meeting, organized by SourceEcreative and hosted by Matt Bonin, Nathan Martin, CEO of DeepLocal, filled us in.
DeepLocal, based in Pittsburgh, PA, specializes in robotic mechanical advertising experiences. They were responsible for the Nike ChalkBot that wrote tweeted messages on the road at the Tour de France. The event won many awards last year including 10 Best Digital Campaigns of the Decade by the One Club.
He also described the production methods they use, and the incredibly short time lines they work with. Chalkbot was 5 weeks from design to event. According to Martin, “I make one person responsible for the project, responsibility is key.” His 20 person company performs feats of magic when it comes to robotics and innovation. They have also worked with Toyota and Saatchi & Saatchi/LA on projects from using Prius technology in innovative ways, to a PXP concept bike that you control with your thoughts.
Martin also gave an overview of his company and his manifesto for running it successfully: Take advantage of a small size. Lead Early, then step away. Talk to each other. Make decisions quickly. Teach responsibility by example. Develop ideas quickly (using his example of 2 days to make a robotic prototype for the Chalkbot), and Share the fun. See the picture gallery below.
David Perry of Saatchi & Saatchi, Gary Grossman from
Merkley & Jon Parkinson, GSW
Lisa Setten of JWT/NY, Leticia Jacobs of Y&R/NY & Steve Humble
from The Martin Agency
David Fisher from Arnold/NY & Justin Booth-Clibborn of BBH
Steve Torrisi of Digitas and Dan Rucci from CTP
Published 28 February, 2013
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