Panelizr is your way of keeping track of the best panels at SXSW, whether you're there or not!
RM Room 5ABC
Getting Wicked: Understanding the Problems of Convergence Culture
Camilo La Cruz, Ozioma Egwuonwu
The modern commercial communications industry is plagued with wicked problems. In fact, one could argue that the cultural transformation of the past decade, driven by digital technology, resulted a series of wicked problems that remain unanswered, driving a whole industry scrambling to find the next “model.” Framing modern marketing issues in the context of wicked problems can propel a major redefinition of our craft by forcing us to pay more attention to the problem itself rather than going straight to applying tired methods to chase solutions. This conversation will deal with the five traits that define wicked problems in today’s communications space. We will discuss the practical implications of each trait through recent cases from RAPP clients and your own experience. All with the confidence that this outlook shift has the potential to alter the way we work as it not only points to tangible issues that afflict 21st century brands but also our industry in general.