There were more than 300 attendees at the AdAge Creativity and Technology conference, who were treated to speeches from agency creatives, technologists, writers and heads of design.  Below are eight ideas to takeaway from the conference:Watch movie online The Transporter Refueled (2015)

  • Curation is key – Choice is not always healthy.  Companies need to utilize their expertise to give consumers a smaller set of options, which in turn manages expectations.  With fewer choices, consumers are less likely to feel they could have gotten a better deal if they continued to shop around.
  • Re-imagine digital as product development – Fiat’s Eco: Drive, “the web-based tool that turned data into recommendations for consumers to save money and reduce their carbon footprint,” won best in show at One Show Interactive this year because its interactive efforts grew beyond a microsite.  The website provides consumers value indefinitely, creating a product not just a brand.
  • Sit close to technologists – Technologists are now ad agencies best tool.  They should be invited to creative meetings early on in the process to accurately show what can be done in the web development arena.
  • Making technology easy, isn’t – The challenge is making the highly technical into an intuitive consumer experience.  The consumer experience is what matters at the end, not necessarily how much skill when into building the product or website.
  • Look beyond short-burn ROI – Building a brand’s personality takes time, and agencies should take the opportunity to create a platform with staying power.
  • Learn how to design data – Creatives need to become versed in how to design data that this easily understandable for consumers.
  • Content will soon be tagged to the real world – Real-time and real-world applications started as just a cool way to interact but have now turned into a staple of the technology industry and agencies need to familiarize themselves with the technology.
  • Think outside the box – With the introduction of smartphones, agencies have the potential to re-imagine what can be done for a brand.  With the ability to take pictures of barcodes from your phone, there is a whole world of possibilities that opens up.

For  the full article on the conference, go to: http://adage.com/digital/article?article_id=140678

You can also check out a play-by-play from the event, go to: #crcat on Twitter

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