No, I’m not stealing their content, I just found that this article resonates with some ideas I was discussing with my partner. It is aimed at agencies that haven’t gone digital, as still; in 2010 quite a lot of advertisement agencies are old school. Old school and new school can get along just fine nonetheless.
These are the gold bits for me:
” Hire for versatility. Gone are the days of one-dimensional creatives, when we might hire a writer just because he/she has an ear for dialogue or an art director who is brilliant with typography. We need smart creatives who can work (or — maybe more importantly — want to work) on everything from newsletters and rich media to widgets and videos.
Stop thinking in campaigns. Digital is the one of the few parts of the business where you get to build something that lives longer than a single campaign. “
Ok, enough quoting and time for some thought.
I believe this period is similar to the Renaissance, ever heard of the term “Renaissance man”? It meant to represent the ideals of that time when having as much knowledge as possible of different crafts and arts, in that guise Leonardo Da Vinci was the epitome of a polymath, he was the ultimate Homo Universalis
He could draw, paint, plan, plot, analyze, build and tinker. He was an architect, a painter a physicist a musician a concepteur of many ingenious ideas and many more things.
To make a point about the vast array of knowledge pursuits this man had, who else could claim to have come up with the idea of the helicopter and the most recognized picture in human history at the same time?
I’m not digressing, what does the renaissance have to do with advertisement agencies?
Just read this entry in Wikipedia to get an idea, it is the definition of what a modern “renaissance man” is.
http://en.wikipedia.org/wiki/Polymath#Renaissance_ideal_today
Oh, and for the Adage article, you can get it here:
http://adage.com/smallagency/post?article_id=141346
