Author Archives: Stephen Schieberl

For Creative Technologists, an Introductory Field Guide to Dealing with Big Brands in Partnership with an Ad Agency

fieldguideWieden+Kennedy is an advertising agency that solves brand challenges through all creative media, and code is an increasingly important part of the brand experiences we build.

On October 19, 2012, Golan Levin gave a presentation at FITC’s Emerging Technology and Advertising event in Toronto titled New-Media Artists are the Unpaid R&D of Ad Agencies.

It was a provocation meant to spur dialogue between advertising agencies and new-media artists. Since we work with new media artists (and employ a few) and some work we’ve done was mentioned, we wanted to contribute to the discussion, because misunderstandings on each side of the line between art and advertising have the potential to sour relationships that should be awesome.

Yes, awesome. As an agency, we like to make great work with the best talent. And at a time when a new-media artist might struggle to make ends meet off their work alone, advertising is one industry that appreciates them and can give them a (paid) platform for their ideas. Is it always perfect? Hell no. But as an agency, we’ve worked out ways to collaborate through other creative media. Code should be no different. And the more we work together, the better it will get.

W+K’s Stephen Schieberl, a Cinder contributor and creative tech, joined with Renny Gleeson, W+K’s global head of interactive strategy, to coauthor an introductory guide to dealing with big brands in partnership with an ad agency like Wieden+Kennedy. It’s an open letter to the creative tech community explaining what’s important to brands and why, so we have a common language to help us get out of the woods and into some great work. We hope this offers directional guidance to help build productive, creative relationships. Continue reading