This is a really great write up by Joseph Jaffe on the change that needs to happen with how “creatives” create “creative. My favorite quote is
“When I worked at TBWA\Chiat\Day, maverick interactive creative director Doug Jaeger created a new format for interactive: in addition to the copywriter and art director (20 percent technologist, 80 percent creative director), there was a wizard (80 percent technologist, 20 percent creative director). Brilliant. Ahead of its time. Lost on us.
The simple addition of a bit of imaginative science to the intangible and mystical art component became the ultimate counterbalance.”
We have wizards…we just need to unleash them.
Head of Social Media at Walgreens. Interactive marketer, innovator, boat rocker, continuous learner, movie lover, risk taker, dad and all around good guy. I'm always up for a spirited conversation. These are my thoughts and ramblings, not those of my employer.
