Technology has always been the great enabler of people and cultures. In the advertising and marketing of yesteryear, creative careers depended on the development of ideas and a high level of craftsmanship to create the work. Advanced technology was then leveraged by detached technical experts (printers, broadcast specialists, etc.) to allow the mass-produced message to saturate the most people at the right time for the least amount of money.
Flash forward to the place we all currently find ourselves, and the above equation has changed. Technology is now in the hands of practically everybody. Some media and advertisers scramble to try to reinvent monetization models, while others try to relate digital engagement back to the old ways of doing things. You and I have access to the same tools and distribution opportunities as modern rock stars, artists and advertisers. Currently the delivery of the idea is increasingly in the hands of the people. So the challenge now is first and foremost to have a meaningful idea, and second to have the creative curiosity to employ these technologies that bring the idea to life, all while ensuring those experiences are accessible to the right people at the right time.
The modern creative team must be multidisciplined and built from technologists, producers, writers and creatives who can not only interchangeably comprehend and create the “hows,” but also understand and value the “whys.” These teams must be aligned and working toward the same goal across a unifying creative message platform. As top-notch craftsmanship becomes a given, the idea and the technology to bring it to life become an imperative. Furthermore, technologists need to be able to fly high and think creatively about problem-solving and concepts without bogging down into the details of code and technology. This blend of creative ideation married with creative technology solutions is the foundation of the modern creative team.
Mike Tittel
Senior Vice President-
Global Practice Leader-Digital