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Agency Structure: Where Do We Fit New Creatives?

Event Interactive 2011
Format Panel
Organizer Rachel Mercer – VCU Brandcenter
Description First we added the HTML guy, then the flash guy, then the app guy, then the design guy. The collaborators for any kickass advertising project are growing as new dimensions are being added to what counts as a delightful brand experience. Should the brief really be written in a closed door with researchers and planners? Should the website's look really be decided by the AD before even asking the UX guy? If we have more stakeholders, how much should the agency structure change? It is easier said than done for bigger agencies - what can they do? As new technology continues to intimidate unprepared agencies, this panel will bring together industry powerhouses to discuss the value of being agile in a changing media and social ecosystem.
Questions
Answered
  1. Is the Art Director + Copywriter combo dead?
  2. Can too many people on the team cause sheer chaos?
  3. If you have multiple "creatives" collaborating - what holds them together?
  4. Are we expecting one person to do (too) many things?
  5. Will hiring new talent actually solve my agency's problems?
Level Intermediate
Category Advertising
Tags Advertising Creative, creative technology, structure
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