There’s little doubt that technology is changing the face of business — from day-to-day operations and mobile working, to overall strategy and meeting objectives. Whether it’s email, CRM or an app in the cloud, technology invariably is there to make life easier. But what about the more intangible side of business? What about the creative industries? How is technology enabling the professionals who work here?
The UK creative industries contribute £84.1 billion to the economy, which means that there is tremendous potential for companies in this space. In order to capitalise on this they need to get the basics right — winning pitches and meeting deadlines. Looking at sectors like advertising or marketing, technology has the same benefits as for corporates: streamlining workflows, supporting mobile workers and encouraging productivity.
But apart from the obvious answers of using the right software and devices, how else can technology support the creative process?
Consider the pitching process, whether it is for new business or generating new ideas for a client campaign. Here, collaboration is key; between departments, team members, designers, writers, it’s all about brainstorming ideas, presenting them, dissecting them and turning them into tangible campaign assets. Then, when ready, taking them to the client or prospect.
It is here that technology has a significant part to play: not just in the hardware and software that is needed for creatives to complete day-to-day tasks, but in the way that they engage with each other, share those ideas and bring them to fruition. More often than not this happens in a meeting room environment where multiple people need to share the presentation screen — sometimes simultaneously. Usually this means all meeting participants need to use cables to connect, which presents a challenge as not everyone uses the same type of device or the same operating system. The result is that IT is called to sort out these connection issues, wasting precious time and putting the brakes on the creative process.
Ideally what is needed is a wireless collaboration system, one that allows meeting participants to connect via USB for laptops and an app for tablets and smartphones. The system should also easily cater for different device manufacturers and operating systems, whether that is iOS, Windows or Android.
Once the problem of connecting is out of the way, the presentation device should be easy to set up for first-time users, as well as user friendly, intuitive and speedy overall — especially if there are third parties in the meeting, such as consultants or even clients.
In addition, the technology should ensure that any graphics, visuals and audio presented on a shared screen are of the same quality and resolution as on the host screen. This is particularly important in the pitch environment where strong visuals are critical to selling ideas and impressing the client. Translating these elements onto a shared screen should be quick, easy and accurate from any device.
Engagement is a key word in the creative industry, especially in the pitching process. It’s not just about selling ideas, but drawing people in to the presentation and spurring conversation, comments and questions. Presentation technology plays the starring role in a situation like this and helps agencies and teams take their creative efforts to a wider audience. It needs to be simple to use, effective and cater to a wide range of device requirements. When these boxes are checked, you can be assured of smooth operation and great engagement. And while it won’t guarantee a winning pitch, it will support the winning presentation.
