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SXSW 2021

Deconstructing Disruptive Technology in Advertising

Technology disruption is happening more quickly and more pervasive with the advent of Covid-19, climate change, etc. we realized that these problems that we are facing are too complicated.

Yet in Advertising, most agencies are still struggling to implement it. The hindrance varies from the inconsistent structure, lack of directions to business prioritization. This talk will try to deconstruct what is a disruptive technology in Advertising and make sense of it all.

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  1. The deconstruction is divided into three simple components storytelling, technology, and design.
  2. Storytelling requires a structure. Technology requires an understanding of jobs-to-be-done factor. The design needs to understand what worked and not.
  3. The next disruptive technology that we need to focus on is social e-commerce, covid-19 recovery, overconsumption, and the rise of AI.



Rachmad Hidayat, Technical Director, TBWAhakuhodo

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