That’s the headline of an interview from Contagious with Bob Greenberg, CEO of R/GA. And to be honest, I think that’s the main reason why I didn’t go to AMV/BBDO at this time. I was not ready to leave my geeky friends yet. I strongly believe that now, with all these new technologies, the technical area takes more and more importance in the realization and as a junior planner, I love to explore with technical people new ways such as audio recognition, GPS, QR or colour code that gonna allow us to link two world together in the future.
Then, in term of organisation, here is a quote from the interview: “Rather then segregating account directors and creatives, digital wizards and producers, R/GA is based around a series of small, independently-functioning units who conceive and construct each project from start to finish, from within that team. More organic than linear, more streamlined than stagnant, Greenberg and his senior team act as coordinator – building the units, and respecting their own judgement enough to let them get on with it. By homogenising disciplines in this way, he has, he says, created an atmosphere in which creatives become more technical and technologists become more creative.”
Hum… When I saw that for the first time, I directly though about the Google story book. And that’s exactly how Google is structured for their projects. And I’ll not give any name but other marketing services agencies also try to achieve this kind of organisation.
I think it’s very interesting, and a good way to train day to day your team which is now important to retain your staff.
Lastly, let’s bet for something like in two years. Bob ask the contagious team: “What do you think comes after the Information Age?”, for him, it will be about the next Voice Recognition Technology.
We’ve been following the progress of VRT for a while, and watched companies as technologically advanced as BMW struggle to establish reliable working models. “Yes,” counters Greenberg, “This is why screens will be so important – we’ll see the interaction of dynamic signage with our own personal screens, using our mobiles and portable devices to change the landscape around us. It’ll be like a cross between Minority Report and Blade Runner on steroids.”
Well, one more time, check my last post about Google and ask you somehow why Google bought Youtube and signed a deal with Skype. Is Bob at the Google board? I don’t think so but it’s rare and refreshing, to hear the future described with such a strong conviction.
And for me, somehow, that reinforce my conviction that we have a lot to learn from internet companies.
Branded alchemy by making the creative technical and the technical creative
Then, in term of organisation, here is a quote from the interview: “Rather then segregating account directors and creatives, digital wizards and producers, R/GA is based around a series of small, independently-functioning units who conceive and construct each project from start to finish, from within that team. More organic than linear, more streamlined than stagnant, Greenberg and his senior team act as coordinator – building the units, and respecting their own judgement enough to let them get on with it. By homogenising disciplines in this way, he has, he says, created an atmosphere in which creatives become more technical and technologists become more creative.”
Hum… When I saw that for the first time, I directly though about the Google story book. And that’s exactly how Google is structured for their projects. And I’ll not give any name but other marketing services agencies also try to achieve this kind of organisation.
I think it’s very interesting, and a good way to train day to day your team which is now important to retain your staff.
Lastly, let’s bet for something like in two years. Bob ask the contagious team: “What do you think comes after the Information Age?”, for him, it will be about the next Voice Recognition Technology.
We’ve been following the progress of VRT for a while, and watched companies as technologically advanced as BMW struggle to establish reliable working models. “Yes,” counters Greenberg, “This is why screens will be so important – we’ll see the interaction of dynamic signage with our own personal screens, using our mobiles and portable devices to change the landscape around us. It’ll be like a cross between Minority Report and Blade Runner on steroids.”
Well, one more time, check my last post about Google and ask you somehow why Google bought Youtube and signed a deal with Skype. Is Bob at the Google board? I don’t think so but it’s rare and refreshing, to hear the future described with such a strong conviction.
And for me, somehow, that reinforce my conviction that we have a lot to learn from internet companies.
tags del.icio.us : R/GA Bob Greenberg Contagious Voice Recognition Google