Need vs. want

In an interview for AdAge, Cannes Lions Cyber jury president Jeff Benjamin, co-chief creative officer of Crispin Porter & Bogusky, commented the award winning work and gave his view of the future of creation;

“this notion of creatives coming together with technologists. It’s not about just the art director and writer anymore, it’s about technology, the interaction designer, all these people coming together. It’s probably been happening for a while, but that’s now entering larger agencies.”

Amen.

To create truly outstanding work, this needs to happen. However, before it can happen the artists and the technologists and IA designers must want to come together and truly mesh. It’s not something that can be forced upon anyone who doesn’t have the will to embrace this new co-existence and that’s what is holding so many people and agencies back currently.

Everyone knows that in order to do business, agencies need to expand to digital. Problem is, on a personal level very few senior creatives and agency execs really want to start learning.

No matter, nature will take it’s course in any case… Evolve or fade away.