Editor’s Note: As this Agency Creative Directors Series section’s lead story reflects, new communication opportunities are emerging for creatives. In that spirit, SHOOT sought out observations from creative directors as to what they envision for the new year. Here’s a sampling of their feedback (with more to come next week):
Bruce Bildsten, creative director/partner, Brew, Minneapolis I believe ’07 will see the acceleration of the industry transformation we witnessed in ’06 and ’05. As a 21-year Fallon vet who recently started my own “new breed” agency, I may be biased, but I think you’ll continue to see bold work and surprising account shifts to upstart, forward-thinking shops as clients look for truly fresh approaches. We’ll see interactive (and perhaps even media agencies) begin taking more of the overall creative lead on major brands. However, by no means do I think large established ad agencies are going to go away. Those who are well along the road to transformation–like BBDO and JWT–will prosper and be joined by one or two other sleeping giants. The losers will be the agencies that cynically believe it’s still “all about ads.” In this brave new world, the most valuable commodity will be creatives, directors, and production companies who truly embrace and deeply understand the interactive world– those who bring a wider range of creative thinking to the table from day one.
Mike Wolfsohn, VP/creative director, Ignited Minds, Marina del Rey, Calif. I expect to see a rapid evolution in the meaning of grassroots marketing as more brands stop trying to invent advertising icons like the Verizon guy and start tapping into the expansive network of YouTube stars who bring with them an existing fan base and inimitable authenticity. I don’t subscribe to theories about the death of the :30 spot. And I abhor any reference to “viral video” as a medium. (Hoping something will be passed along by consumers isn’t much of a media plan.) Nor am I implying that user generated content will replace the professionally produced TV spot; after all, online clutter makes competing for eyeballs on TV seem easy. But as our agency has already seen, the vast online video repositories will be the place a lot of us begin the casting process.
José Molla, founder/chief creative officer, la comunidad, Miami The collective imagination will be expressed more than ever. There’s a very interesting democratization of content going on. Everyone of us is constantly being exposed to all kinds of messages generated by everyday people and a lot of it is very good. The speed of communication is changing radically. People are always looking for new stimuli and the information loses its relevance quickly. It’s getting harder and harder to surprise people and that will have a great impact on what we do.”
