Jaie Genadt is the UK Chief Technology Officer at experiential ad agency Momentum Worldwide.
We caught up with him to find out about a day in his life, the importance of left and right brain thinking, and the new technology that excites him most.
Please describe your job: What do you do?
As Chief Technology Officer I create and lead the company’s strategic technology vision. This vision ensures we have a futurist perspective, thus putting the agency ahead of the curve within the world of experiential advertising. It is through this strategy we deliver iconic and unforgettable brand experiences.
Whereabouts do you sit within the organisation? Who do you report to?
I am a member of the UK board, reporting into the UK President.
What kind of skills do you need to be effective in your role?
A good balance between left and right sided thinking. I need to be highly analytical and linear which is predominantly the left side, but to bring technology to life, I must also engage creative and imaginative thinking through the right side of the brain.
Tell us about a typical working day…
One day I could be working through a large pitch heavily concentrated on creative technology and its implementation for an event, the next I am working on business transformation through digital innovation.
What do you love about your job? What sucks?
What I love most about my job is that no typical day exists, as you can see from the last response.
What kind of goals do you have? What are the most useful metrics and KPIs for measuring success?
I want Momentum Worldwide to continue to be the go-to agency for creating iconic experiences through creative applications of cutting-edge technologies.
Using data, analytics and emotional intelligence, we measure levels of engagement with the installations and online platforms that we create. These data sets then connect the dots to analyse audience interaction to develop journeys to ensure better matching and engagement. At the same time, this process also gives us a better understanding of the audience and their behaviours, therefore allowing better planning for campaigns.
What are your favourite tools to help you to get the job done?
Who could live without Microsoft’s Office 365 tools!
How did you end up at Momentum, and where might you go from here?
I am a relatively new face at Momentum Worldwide. I came here from running Immersive, a UK based collective of creative technologists that delivered at every scale imaginable across the globe. For the foreseeable future my goal is to build on the existing fame of the agency, concreting our place as the most innovative agency in experiential.
Which technology has impressed you recently?
Microsoft’s launch of HoloLens 2 is a game changer in the world of mixed reality. We are waiting with bated breath for its release.
What advice would you give somebody beginning their career at an agency today?
The agency world is all about people. Find an agency that is serious about investment, and work with them on your professional and personal growth as much as possible.
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