4A’s CreateTech 2019
4A’s CreateTech 2019
Conversations of “Innovation Imperative”
Tuesday, February 5, 2019
@ Convene, 32 Old Slip, NYC
About 4A’s & CreateTech:
CreateTech is an annual conference and an ongoing initiative of 4A’s, American Association Of Advertising Agencies Inc, the event provides a forum for technologists and creatives working in the advertising industry.
“Change sometimes doesn’t look like change and it will never be this slow again.” - Tim Leake.
The conference started by framing the future. “Change will never be this slow again.” It wakes me up like a BOMB when I haven’t even finished my first cup of coffee of the day. Tech + Creativity + Commerce + Culture are important elements moving the industry forward, especially technology. Can you remember the devices we use in 5-10 years ago? And the world without Facebook, Amazon, Uber and Google? Technology impacts our daily lives and changes the way we work in the industry. It has already been so hard to catch up all the updates and it all seems to happen in a second. But big news, the speed of change will only be faster in the future. It’s crazy but also exciting. And this is why we need the conversations of CreateTech, beginning this year with a look at the many dimensions of innovation; adapting to survive and thrive.
CreateTech is a one-day event included several panels to discuss Innovation on many fronts from many different angles. Innovation is now imperative for all creative businesses; not only in technology but also organizations, thinking processes and cultural challenges. Below are some of the panels I would like to share.
Creative Business
Opening Keynote: The Innovation Imperative for Creative Business“It’s A Decade Everybody Can Innovate.” - Dr. Kumar Mehta.
Nowadays, we have more chance to utilize the resource to execute creativities in business. People should understand the fundamental elements that drive innovation. Implement a framework so innovation becomes institutionalized for organizations and is not solely the domain of specific individuals.
Change Management: Innovation in ActionIn this section, Michael Lebowitz (Founder & CEO, Big Spaceship), Melissa Lentz (CEO, MAGNET Global Network), Philip Rackin (VP, Business Transformation, R/GA), the industry leaders discuss how they manage change across clients, companies, and teams, and in their own lives.
- Jumping out of three-month thinking. When got clients’ missions, unpack and ask why is the key!
- Outcome should be tangible. Find the true goal under the goal, is one of the mission management leaders should achieve for clients.
Choice Workshop: Creative Collaborative Methods
Creative Dim Sum: Creative Concepts Made Easy
“Ideas are not always something that you have, but somethings you discover. ” - Nathan Philips
Creative Dim Sum is a collaborative methodology developed by Technology, Humans and Taste (THAT). The method forces collaborative conceptual thinking that results in new ideas.
The workshop led the audience to exchange “challenge” and “fun fact” with people randomly to inspire new ideas by using perspectives you have never think about. During the live practice, one can feel the magic of collaboration. You learn fresh knowledge from people and use it to solve an issue you might never notice. The amazing thing is that when your thinking process is limited in a specific direction because you only can use the fact you have to solve the challenge, it actually forces you to dig all the possibilities in a short time. I believe that some people might have a similar situation like this, when you have too many choices, it is hard to find an anchor as a foundation, so you get lost and stuck. However, Creative Dim Sum solved the difficulty, it resets your brain in a short time then interesting ideas just come up in a corporation. Fun and useful!
More information about Dim Sum Club
Moderator: Stephanie Redlener (Managing Director of Talent Strategy, DDG)
Monica Bertrán (Global Head of Corporate & Employee Brand MultiMedia, Bloomberg)
Elizabeth O'Brien (Program Director, Sports & Entertainment Sponsorships, IBM)
Paige Winburn (Vice President, Global Head of Content Strategy, MetLife)
Those female leaders across major brands are taking the lead on innovation across industries and verticals. They discussed the challenges they face and share the ways they empower their teams (and other women) to build and support innovative policies and program. It’s not easy to be a female leader who works in an industry that still has a unbalanced male-to-female ratio. The takeaway from their experience is that when the truly inclusive environment haven't come, you should use your power to hear to learn to embrace difference. Then you will have the abilities to be comfortable and create a comfortable world. To make the innovation come true, we should change the way we work together, and support diversity/women/culture. Those differentiations are the treasure which will empower people to create a powerful future.
Thanks for CreateTech, my day was consisted of keynotes, discussions, demonstrations, and workshops of leading-edge ideas, creative executions and technological brilliance. And thanks for BIC to give me a chance of being part of the priceless event for free!
Creative Dim Sum is a collaborative methodology developed by Technology, Humans and Taste (THAT). The method forces collaborative conceptual thinking that results in new ideas.
The workshop led the audience to exchange “challenge” and “fun fact” with people randomly to inspire new ideas by using perspectives you have never think about. During the live practice, one can feel the magic of collaboration. You learn fresh knowledge from people and use it to solve an issue you might never notice. The amazing thing is that when your thinking process is limited in a specific direction because you only can use the fact you have to solve the challenge, it actually forces you to dig all the possibilities in a short time. I believe that some people might have a similar situation like this, when you have too many choices, it is hard to find an anchor as a foundation, so you get lost and stuck. However, Creative Dim Sum solved the difficulty, it resets your brain in a short time then interesting ideas just come up in a corporation. Fun and useful!
More information about Dim Sum Club
Cultural Change
Women Leading Innovation Across Major Brands
Moderator: Stephanie Redlener (Managing Director of Talent Strategy, DDG)
Monica Bertrán (Global Head of Corporate & Employee Brand MultiMedia, Bloomberg)
Elizabeth O'Brien (Program Director, Sports & Entertainment Sponsorships, IBM)
Paige Winburn (Vice President, Global Head of Content Strategy, MetLife)
Those female leaders across major brands are taking the lead on innovation across industries and verticals. They discussed the challenges they face and share the ways they empower their teams (and other women) to build and support innovative policies and program. It’s not easy to be a female leader who works in an industry that still has a unbalanced male-to-female ratio. The takeaway from their experience is that when the truly inclusive environment haven't come, you should use your power to hear to learn to embrace difference. Then you will have the abilities to be comfortable and create a comfortable world. To make the innovation come true, we should change the way we work together, and support diversity/women/culture. Those differentiations are the treasure which will empower people to create a powerful future.
Thanks for CreateTech, my day was consisted of keynotes, discussions, demonstrations, and workshops of leading-edge ideas, creative executions and technological brilliance. And thanks for BIC to give me a chance of being part of the priceless event for free!
