Anonymous asked: What is your definition of a creative team within an agency?
The craft skills of an art director and a copywriter are more in demand now than they’ve ever been because fortunately the maturity of digital has taken us beyond the shaky, poor quality handheld video on You Tube as the future of brand communications. The creative team of today is one who understands digital and all its possibilities within a broader context, as well as understanding how to make brands interesting. Which is why the “team” has to move beyond an art director and copywriter. The craft skills need to be augmented with technology skills. And user experience understanding. And media opportunities. And of course, clear strategy. They still need to be mentalists and weirdos though.