NMA carries a feature this week on Digital Creativity. Nothing new, but a few choice quotes:
[David Alberts, Executive Creative Director of Grey London] says that when he's presented ideas by his creatives, his first question to them is what user-generated website could come out of it.
And then they all log-in to second life and have a virtual brainstorm. However, back on planet earth, Becky Power, Creative Director at Modem Media:
"Focus on big ideas first; medium, technology and execution choices should follow. Don't assume that TV will always lead a campaign. Campaigns work more effectively when all agencies are briefed at the same time. Interactive agencies should be involved from the beginning."
And from my former colleague, Ben Clapp, Creative Director of Tribal DDB:
"the digital part of a campaign, far from being the less glamorous, can outshine the above-the-line part, and that ideas need to communicate across all the media that people use, not just the ones creatives are comfortable with."
Robin Grant
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