Magnet 360

22-Nov-2011
There are so many conversations about technology and just as many about
creative but not enough talks about "Creative Technology." These two hot
points when successfully combined have been able to embody the notion of
a great experience. Good creative technology isn't just about cool
looking functionality. It focuses on the 360° environment that surrounds
the end user. That means UI/UX, behavioral awareness, aesthetics, content
and identity.

We see this in all the ground breaking work that has been part of our
digital world like phenomenal smartphone and tablet experiences,
integrated marketing campaigns that leverage the power of our tech-vices
and even the consideration of user psychology that is so often
over-looked. For people like us, its about getting under the hood to
produce work that’s just better. We must always create an experience
that will enhance customer behaviors and develop smart solutions that
generate results!

In the past, agencies followed a proven model to communicate—writers
prepared a manuscript, designers made something beautiful, an account
person sold it and everyone was happy. Now our audience is more
sophisticated and communication tactics have evolved. So, if the bridge
between traditional disciplinary is the user experience then creative
technology is the material used to build the bridge. That is where we
live.

It's important to remember that creative technology is driven by the
same traditional goals as any other form of marketing communication
except for the addition of user interaction and it’s varied touch
points. It is our responsibility to use creative and technical strategy
to reach our goals. If that isn't well understood then wham-mo!—you get
the ingredients for a one time engagement that won't stand the test of
time.

Lets face it, we want our clients to know how smart we are in this space
and that means understanding what our customers go through, how they act
and how they respond. We should strive to experience digital
enlightenment and share it along the entire continuum of client
relationships through a strategic awareness that's built into our DNA.

Our ultimate goal is to create smart digital solutions that are born
from exceptional creative and technological excellence. Strive to
connect marketing goals with the best possible experience and hold
ourselves to a higher standard of execution. Our process incorporates
strategic thinking and user psychology, contemporary design, and an

attention to technical detail second to none.

Posted 11/22/11, by Bill Kay - Executive Director, NY

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