Eurobest 2014 Day 3 / Part 2 of 5
THE ART COPY CODE WORKSHOP: Calling All Creative Makers. (Workshop)
Mike Glaser, Marketing Manager, Google
Google's Art, Copy & Code team is a group of creative technologists, strategists and designers working at the intersection of Google's marketing and engineering teams, to create new ways for brands to connect with consumers. In this workshop, we had access to the strategic insights, creative process and technological builds that led to their latest campaigns.
PROCESS: Empathy - Definition - Brainstorm - Prototype - Test
The way Google makes things. / The things we’ve learned.
Small & Scrappy > Big & Slow
Data > Opinions
Prototypes > Storyboards
Proven & Available > New & Shiny
Relevance > Real-Time
EXAMPLE: Target's Mobile Game