When it comes to digital, agencies often get in their own way.
March 20, 2009
Digital. Easier than it looks?
The following in an excerpt from a piece I wrote for Campaign Magazine last week. The juiciest piece, it also fits into a wider discussion we’ve been having here about integration…
The biggest obstacle towards achieving creativity with digital can be found in our very own creative departments. For various reasons, we tend to build the digital creative group separate from the traditional.
This is a grievous error. In order for creativity to thrive (not just survive), another marriage is required: that of general and digital. I see a creative department made up of copywriters, web designers, art directors, flash artists and so on. Pair them up. Let them mate and have babies! These hybrid teams are the future. They can truly create worthy content that also functions precisely as portals.
Agencies hold on to old ideas. Unless we are forced (by conditions, clients or competition), we are likely to construct inefficient silos within our creative department, if not the agency as a whole. Separating digital creatives from traditional creatives (not to mention direct marketing from general) causes fiefdoms and redundancies. Working in multiple channels serves agency and practitioner alike, as well as the client.
We perceive digital creative to be more complicated than it really is. A screen is a screen, after all. Words are spelled the same.