I’ll tell ya,

If the majority of our audience knew how many creatives were out of touch with everything you wrote, they would have a laugh.

Great resource even for the enlightened ones. The points you made in the last half of the post are inspirational.

Your tribe is what you make it, succeed with it, fail without it.

Edward, agreed on your all your stated necessities. Just wondering if companies that try to do all of those in house will end up falling behind.

Perhaps it’s better to be in a place where you have people who know all of those areas at the table and then make strategic partnerships to complete the project. Back to my point about all the people at your company needing to be creative.

And thanks for the tip on Big Spaceship. I’ve been a fan of their stuff for a while. Perhaps I can convince them of a remote work situation as I’ve used up all my relocation tickets with the family.

Thanks for the conversation.
steve benoit´s last blog ..:: The Art of Unperfect ::

Completely agree that creativity is now needed more than ever. But what kind of creativity and from whom? It might be an advantage to come from professions that are far removed from advertising. This might provide more effective thinking?

I think the biggest issue large agencies face is agility and staff range. The larger the agency the slower it can react to change, and this genie is going to keep changing for a long time yet. Plus it might become financially impractical to have the staff range necessary for excellence the new landscape.

Most organisations seem to be thinking of how to shoehorn the old processes and infrastructure in to the new ecosystem. Kinda like half a solution. If the model is still outmoded and disadvantaged, it’ll suffer and retreat. Real evolution might be what is required, with fundamental change to create lots of new species with a plethora of advantageous traits.

I’ve always seen this all revolves around marketer’s ability to create content or provide the building blocks/framework for content co-creation. Ironically, this is not how marketers or marketing creatives are classically trained. So, we have to relearn everything.

We are entering into a landscape of media weirding. We know that there will be change, but don’t know where it is heading.
Mark Harmel´s last blog ..how twitter led me to Lemonade

I agree with what you’ve written, but I keep thinking about the incredible amount of information fed to consumers every day and wondering whether creativity will be enough. Maybe it’s because I just watched Speed Racer with my 8 year old – I keep picturing images of the future with ads everywhere – personalization, localization, etc.

The need for creativity will no doubt become more and more important, but will it be enough? I think about television commercials – remember pets.com? We celebrate creative commercials, but are they selling more products? Are they building stronger brands? And if the answer is yes – why is everyone predicting an upcoming massive shift of ad dollars to interactive?

I’m not suggesting that there is no need for creativity. There is. I simply wonder if creativity is enough. Most people seem to be putting the emphasis on “media” – interactive, new ways of doing things, viral, etc. But what seems to be working – and working pretty well for those who’ve done it well: “social”. Social doesn’t require nearly as much creativity as media. It requires a totally different approach altogether – including the ability to lessen the tight grip over your brand (whether company or personal).

I don’t have any answers – I just keep thinking about this same issue you’ve raised and wondering if creativity is enough…
Ross Kimbarovsky´s last blog ..Small Business Spotlight of the Week