As I mentioned before, I couldn’t agree more with this:
We’re one of the very few creative industries that codifies who gets to be creative by putting “creative” in their title. Other types of creative companies, like IDEO, expect everyone to be creative. We need to let go of this arrogance and allow creativity to come from everyone and everywhere.
~John Winsor, CEO of Victors & Spoils
It’s not about not using the title “Creative”, it’s about not restricting its use to those traditionally considered creatives.
Some wise words from OK Go frontman, that can be applied to everything from music videos to web development.
[…] don’t let your budget or your technology be the defining parameters of your ideas or your work. It doesn’t matter how great your idea is if you can’t execute it well, so define your creative boundaries more narrowly than your logistical ones: make the creative rules tighter than the financial reality, not the other way around. Then you’ll have all the resources you need to do that particular project well and people will see the work, not its failings.
Content creators are in the best position for delivering engaging content. Brands want that. Agencies sell what brands want. Hence this idea.
This is the same concept behind Netflix “House of Cards” tv show. Pure marketing. It is intended to strengthen the relationships with the customers by adding value. It is doing advertising by the book.
It begs the question: Why shouldn’t publishers become the new agencies? After all, publishers know how to use content to capture a web audience far better than agencies do. They already own an audience and they know what resonates. —Publishers Poised to Become the New Agencies
A view from the designing side on how much better the creation process can be when designers know how things are build. The more cross disciplinal knowledge there is, the smarter the dialog and the better the end product.
An interface isn’t just a series of static screens pasted together. It’s a flow, with inputs and outputs. You can’t truly evaluate an interface until you can use it, and you can’t use it until you build it. Anything less than the real thing is a fuzzy approximation.
—Learning Rails made me a better designer
Part of the goal of Agile Marketing is to analyze performance and track actual customer behavior (vs. untested hypotheses). As this article suggests, Advertising needs to shift its focus from the brand towards the consumer. Scary, though, because marketers are not used to loosing control and not being the single author of the message is really new to brand owners.
Typically, brands tell stories about themselves. In the shift to a newsroom model, we’ll ask “what will our user be interested in?” And then we’ll check that expectation with evidence: in a modern newsroom, data circulates continuously about the relative performance of each unit of content produced, from tweets to text-based stories, to images and video served — and future editorial content decisions reflect consumers’ response to previous content.
—Advertisers Should Act More Like Newsrooms