Google came to Future M to present on their project, Art, Copy & Code: A Series of Experiments to Re-imagine Advertising.
Their argument is 2-fold, and makes the case for a happy merger of (you guessed it) art, copy, and code:
1. The best technology in the world isn't enough for a groundbreaking marketing campaign - you need to have truly creative idea, and understand how the technology might be able to activate it.
2. You can't just bring in the "code" at the end (and that's in quotations because it includes everyone from coders to creative technologists to digital strategists). If you bring them a fully-formed campaign and ask them to "put it online," you're going to have a bad time. They need a seat at the table from the very start.
They brought the story to life by sharing case studies - they worked with brands to create innovative campaigns focused on what they see as three of the most interesting themes in digital marketing today:
The experiment is on-going - they're also working with brands on campaigns that involve the emotional life of data and the re-imagining traditional ad spaces with creative approaches. Another code quirk they think has huge potential is the ability to customize advertising to an audience of one - like you. Yes, you! Right here + right now.
So what were my key takeaways? Well, most importantly: we all need to learn to code. Maybe not a lot, maybe not even very well - but understanding the potentials and limitations of the medium is critical.
Secondly, preconceptions about the costs and resources involved in marketing need to shift dramatically. There will always be a place for huge TV spots (the Superbowl sure isn't going away any time soon). However, thinking about smarter spending, and actually making things that can scale, and adapt , and that have utility and intrinsic value, is the shift to watch. And it will be where more & more creative accolades (and sales numbers) will be originating.
See you in the coding classroom! For inspiration check out Jennifer Dewalt's project: she wanted to learn code so she made herself create 180 websites in 180 days.
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