Asworkf lowchanges,sodoes
thework.Whilesomepeoplehave
beenfearfulofwhattechnology
brings,othersarewelcomingit
withopenarms.
Brocklikens technologyto
the scriptanactorhasina play
ora toolforanartist.Through
improvisationandexperimenta-
tion,hesaystheindustryisable
toevolve.
“Wehavenochoicebuttotake
thebrilliantcraftwe’vemadetothis
pointandstartthinkingofdataand
technologyasnewpaintbrusheson
oureaselratherthanthinkingof
themasreplacementsforit,”hesays.
“Itotallygetwhythere’sappre-
hensionbecausemostexamples
weseeis wheredataandtechnol-
ogygetappliedtoa traditionally
creativeoutput.We seethings
suchasversioningorprogram-
matic media buying— which canPriortoenteringtheworkforce,sheexpectedit tobe“onlybigTV
commercialsandcomingupwithkillerslogans”butsoonlearnedit was
muchmorethanthat.
“Startingoutnow,I’mrealisingyoucaneffectivelyusecreativityinlots
ofdifferentwaysandlotsofdifferentavenues,”saysRyan.“Soevenif it’s
somethingthatfeelsreallysmallorinconsequential,[suchas]weneed
tohavethismandatoryformthatcustomersneedtofillout,there’sways
tomakethata moreengagingprocessorpinpointinga particularpain
pointtheymightbeexperiencingandtryingtocomeupwitha clever
waytofixthatandtomaketheprocessbetterforeveryone.”
Enjoyingthe“performativenature”ofcopywriting,Ryanpredictsin
10 years’timeherworkwillbecomemorefocusedontechnicalwriting.
Shecitestechnologyandsciencecommunicationasareasshebelieves
holdthegreatestopportunities.
“Sciencecommunicationscanstillbequiteconfusingforpeople,”she
says.“Thesamewithtech.Anythingthatneedstobetranslatedbefore
it cangotoa layperson,I thinkthere’salwaysroomforcopywriting and
creativityinthosefields to try to help bridge that gap.”
Friendorfoe?
There’snodenyingtheshake-uptheindustryhasexperiencedas
a r esultoftechnology’srapidadvancements.Catapultingsociety
intotherealmsofa 24-hournewscycle,andalwaysswitched-on mode,
tech significantly sped up the pace at which we work.
http://www.adnews.com.au|March 2020 33