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Industry / 21st Century Creative Director

October 27, 2010

Ordering preemptive strikes, Keeping abreast of the latest advancements in the technology arms race, and understanding  the most diverse and bespoke creative arsenal to date is what every creative director needs to integrate into his or her daily routine.

The “story” and where it is “told from” has changed so drastically in the past few years, and more so in the past few months. Creatives need to understand when to lead, when to re-map strategy, and when to let the story live on through the public. The modern battlefield is a highly mailable, ever evolving space that is becoming more and more “real time” each year. Know your unit, know when to call in special ops, and know when to kill.

Something to remember is that the consumer is not the same person we were speaking to ten years ago, five years ago, or even as recent as last year. Everyday the mold of the consumer shifts, and expands into new directions. Be mindful of your approach, be sure it is a well tailored, and extremely specific message that you are transmitting. Fragmented, one of dead ends have no hope of ever enjoying a long life and will quickly become another casualty of war.

Creative will no longer be about the “the big idea.” Creative will be much more about many big ideas done across many different channels. This new paradigm will challenge creatives to re-think how they “build” great creative. It’s not about jamming 30-second spots into banner ads, and it’s not about making a billboard with it’s own twitter account. Once the dust settles, the core role of creatives in this industry will have a bold new definition.

– End Transmission.

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