Redefining "creativity" for the digital age
· 5 min read
The "creative team"
One of the things that has always sat awkwardly with me is the traditional ad agency idea of the "creative team" as epitomised by the symbiotic art director / copywriter partnership - there's no doubt that it has its place in traditional ad agency production work where the output is some variant of words and pictures (whether that be for print or TV), but in the context of a modern, digital agency it feels narrow, blinkered, and hopelessly anachronistic... yet it still persists.