Friday, March 20, 2009
Myke Gerstein, Executive Interactive Producer at Wieden+Kennedy Amsterdam, held a lecture at Hyper Island Stockholm last week. We wanted to find out more.
What was your lecture at Hyper Island about?
I talked about the production process as it lives in an agency. Some of the differences that exist between digital and traditional agencies and also a bit about the way things work at a development shop.
What new ideas/points of view do you hope the Digital Media students brought with them from the lecture?
I think that the explanation of the basic agency structure was new. It certainly was to me before I got involved in it. I hope that getting into these specifics will help the students both decide if the agency way interests them and also gives them a leg up once they’re there.
What do you think the future holds for digital marketing?
I think there is great potential for digital marketing to not just innovate within its own field, but within the web as a whole. I think we’ll start to see ideas come out of marketers that don’t just use existing technology but trail blaze their own. Public APIs and open source I think is changing interactive the same way that cheap cameras and editing software changed film production. You don’t need a lot of money to make something that a lot of people will see. It puts even greater importance on the creative idea.
What do you think will happen to traditional ad agencies?
I think they’re going in a few directions. Some are trying to build out their interactive capabilities. Compete for their clients’ interactive business. I think a lot of them have a strong shot at doing that but of course it takes time and isn’t always successful. Some will keep doing what they do best and there will always be a need for it. Film production isn’t going anywhere. People are watching less of it on a tv but they are still watching. Same with print to a lesser extent. The publishing industry is getting smaller and the production of print materials doesn’t have the same type of analog as video on the web or another broadcast source.
How does Wieden+Kennedy stay up-to-date with what's happening in the digital world?
We have a lot of people here that are really interested in what’s happening both on an interactive marketing front and in the web as a whole. There is a lot of knowledge that people share with everyone else. I scan all the tech news several times a day and pass on things I think are relevant.
Are there any people / innovators / technologies / other sources of inspirations that have had strong impacts on the way you work?
Probably too many to mention. Every place I’ve worked has been filled with truly inspired and inspiring people. The people at CP+B, W+K, Campfire, Chelsea Pictures. All of them. The sophistication and capabilities of flash are of course influential both because of its predominance in the field and the many things it can do. Every RIA impacts our work. Also great jazz. I listen to Oscar Peterson on repeat.
Any final words of advice to Hyper Island's students?
Find a place whose work you think is great and that you want to contribute to. Do it with great gusto and fortitude. If it doesn’t make you happy find something else.
Thank you, Myke!