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Wednesday, October 16 • 1:00pm - 1:45pm
Keynote: Building to Learn with Art, Copy & Code -
Aman Govil, Head of Advertising Arts Team at Google

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In 1959, Bill Bernbach—the B in DDB—put Art Directors and Copywriters in the same room, in a kind of "1+1=3" moment. That partnership sparked the creative revolution of 1960s, as advertising moved to storytelling and started shaping our culture. It set the direction of how creative teams operated for the next 4 to 5 decades. Now we’re in the middle of a second creative revolution fueled by modern web and mobile technologies, and creative teams are expanding to be one of art, copy and code.  

Today, brands are honing in on human-scale opportunities —not just initiating conversations but building useful stuff. Offering up tangible bits of health, happiness, security and human connection can earn brands credibility in ways traditional commercials can’t. But creating that kind of value requires new process and capabilities. Running our campaigns like we know all the answers is the old way—the build-and-ship model doesn’t translate well to today’s environment. The new way, launch-and-iterate requires listening, creating and publishing—and then tracking and learning from how people engage. This way has lots of moving parts, and the players and the tools we’re using are changing. Yet, authentic interactions at a human-scale have never been more sought after.

We don't have all the answers, but we believe the only way to find the right insights is through frequent experimentation. This session features a few of those experiments—the lessons we learned and hopefully some stories and technologies that inspire you.

Speakers
avatar for Aman Govil

Aman Govil

Head of Advertising Arts Team, Google
Aman leads the advertising arts team at Google, responsible for creative and technology experiments across Google' advertising products. The team partners with brands and agencies to explore how technology is empowering storytelling today and will shape advertising in the future. In 2012 he led the launch of Project Re:Brief, including re-imaging the "Hilltop" ad with Coca-Cola. His current work includes campaigns with Burberry and Volkswagen... Read More →

Sponsors
avatar for Google

Google

Google's mission is to organize the world's information and make it universally accessible and useful.


Wednesday October 16, 2013 1:00pm - 1:45pm
Hynes Convention Center, Room 304 900 Boylston St Floor 3, Boston MA