Creative technology and asset creation

Search "creative technologist" LinkedIn, filter with "France": You will find 132 people (on 3940 results at LinkedIn world) that have or are / or have worn the title of CT. Filter with Paris, you will find 109 people.

Presumably this figure is confidential, but it has doubled in a few months. open positions and provided as such, or deliberately displayed by people in positions of digital producer, technical director, lead developer, or other (Artistic directors, Copywriters, etc.)

A good third of these people are in communication and advertising agencies: the rest break down freelancers, digital video studios, production and post-production of films, some industrial or luxury, museums, etc.

Of course, everyone is not on LinkedIn, and many creative technologists in fact does not formally carry this title. The recent creation of Creative French tech tank testifies: many will recognize themselves in the CT approach without being identified as such!

Creating and advertising at peak output

Nevertheless, one can not deny that, in France, the world of advertising / communication, and production of video content / digital, are at the forefront of the emergence and deployment of creative technology. There is no denying either that initially it was displayed this function, without knowing where to put it in the process of creation and production, to address the proliferation of channels via digital and difficulty growing to touch the "user" while maintaining a tenable ROI for the advertiser.

But today CT Service rooting is found in the French agencies, as a true link between creation, customer management and customers, both in design and production. Such movement also perceives in the brands themselves, especially those who have structured a powerful digital marketing hub.

In response adapted to the complexity, CT becomes an engine of asset creation

The creative technology in communication and advertising has become a way of addressing a global, transversal response to the new challenges of creation and dissemination, drawing a complete framework, through artistic and creative interpretation of innovation and technology.

And the appropriate response to the expectations of brands currently tends to turn into creation of assets, not only in agencies but also in the production sector (studio, production / post-production).

Boasting creative forces and design some agencies have developed and are developing new services or products to the benefit of their clients but also to themselves: incubation of start-ups, co-productions, etc. All values ​​and assets that will strengthen the innovative image of the agency and provide value to the business, as assets own.

And this movement, which is not new, tends to develop among French actors in the production, which is even more interesting because the business models are still fragile in the absence of recurrence and business lack of assets.

There is no doubt that the French advertisers themselves have initiated this movement, horseback with traditional innovation. But the creative technology, with its obsession with "user", is a flexible and highly effective lever to perform back-and-forth between collective uses / Individual and technical innovation / technology, with faster temporality than traditional R & D. Ultimately, it is the difference between basic research, R & D and applied research, CT.

It is exciting to see that, in France, the creative technology may be driven by organic growth engine, creating value and assets, while it was rather perceived originally as a cost factor.

Biased and partial, these comments are those of the author.