credits: Masashi Kawamura

The New Creativity

Everyone contributes to make the rainbow.

Joseph Laffe has an interesting piece in Adweek on the need to universalize the creative function within companies: “Why departments and dynamic duos no longer get the job done.”

When I worked at TBWA\Chiat\Day, maverick interactive creative director Doug Jaeger created a new format for interactive: in addition to the copywriter and art director (20 percent technologist, 80 percent creative director), there was a wizard (80 percent technologist, 20 percent creative director). Brilliant. Ahead of its time. Lost on us…

…The new creativity is a brilliantly blank canvas that demands complete immersion and representation by all parties, platforms, technologies and approaches. It’s ours for the taking, but it will not be accessible via incrementalist and siloed thinking.

credits: Masashi Kawamura

Rainbow in your hands

In the new creativity you are all accountable.

Read “Is it time to phase out the creative function?”