Until a few years ago, creative people in advertising agencies were considered more interesting and “special” (compared to their colleagues from the Planning, Research and Business departments).
They were usually smooth talkers, shrewd, up to date, often witty, trendy and fashionably dressed and of course, had an inflated ego.
Recent years saw a steep decline in the demand for this genre of creative people. The older and intermediate generation of creative people has given in to the new creative creature.
Createology experts – these are usually of the native digital generation, which combine creativity with technological knowhow and understanding.
They no longer focus their energy on finding the right slogan, funny video or right color scheme. The new creative person thinks creatively but understands technology. He knows how to use existing technologies and accessibility to convey the message and support current marketing objectives such as: involvement, engagement, stimulation to share, creating a relationship between brand and consumer, user retention etc.
The creative person thinks of the product. He understands the new digital aesthetics which have spurted in recent years. He has grasped the fact that his target audience appreciate the accessibility of an idea delivered on friendly technologies. He is aware of the fact that unidirectional media, even when conveying a creative and wise message, has passed away to be replaced by dialog, users’ involvement, and conversion processes.
The new creative people need to be familiar with analytics, measurement and optimization technologies
Advertising agencies should locate and recruit creatologists to preserve their relevance. This is not a trivial matter, a large number of the new creative people are looking for a way out of the advertising industry.
Their preferred goal is high-tech companies and agencies of the new age, content and social.
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