Creative and Technology took place this week end in London’s Saatchi Gallery. Panelist Yates Buckley, technical director at digital production company Unit 9, stated a quote that has being disputed over the advertising blogosphere.
- “If you are a creative and don’t know about technology, you’ll be out of a job soon”.
To be a tech-savvy creative doesn’t mean you can code. It’s knowing in which channels to play out the concept you’ve come up with. I’ve seen people throw around the term digital as it was one category (digital, outdoor, print e.g).
Well it’s not, it’s thousands of channels that behave differently and that has unique possibilities to get a conversation going between the client and the customer. The media climate has never been this diverse as it is today and that equals that there’s never been as much creative opportunities. My point is that if you’re not tech-savvy, you’re ideas will be limited.
To meet the campaign goals and exceed the client’s expectations you as an agency will need tech-savvy creatives that know the old and new landscape, so your client can benefit from “earn space” out there with spot on communication for their brand.
