"The 'kick-ass' creative director and what he/she does is no longer culturally relevant as it used to be. Today's creativity is way more collective, iterative, and yes, humble. To deliver it, creatives got to move away from "I have an idea, and it's brilliant" MO: the artistry today is in creating environments where collective creativity can flourish."Ana postulates that the trend of traditional ad creatives leaving motherships to start up new enterprises has nothing to do with producing new agency models, everything to do with renegades from BDAs (hi George) setting out to replicate old models that let them continue to do what made them a success in the first place.
I agree with Ana that traditional advertising is itself being marginalized. (Oh, for the days that Harry Crane enjoyed, when all a brand had to do was buy 60 seconds on 3 networks to hit a stationary target of 85% of the country's consumers.)
But the creativity behind traditional advertising? Here to stay, I hope. Because non-linear marketing brains capable of producing great TV and print can be essential contributors to greatness in a multi-platform arena. At least three examples of recent digital goodness--Old Spice, Tipp-Ex and Pepsi Refresh--are products of creatives at traditional ad agencies.
True, breakthrough creative isn't a headline anymore. (Headline: just the sound of the word in your mouth feels ancient, doesn't it?) And creating content for old media and new(ish) media require different ways of thinking. To do a great print ad, you don't have to know how the ad is printed, but you can't do great digital without understanding at least some of the technology behind it. To their credit, plenty of traditional ad types have taken time to explore the space and find that creative (and collaborative) skills they've relied on for years are valuable in coming up with new content, complete with moving parts.
Perhaps some of the problem lies in traditional Adland's limited use of the label "creative". The longheld convention of titling one department "creative", implying that those in other departments aren't, has understandably pissed off "non-creatives" for years. Post-millennial shops like Big Spaceship have done away with the nomenclature entirely, eliminating creative from all titles because "everyone is."
Of course, creative thinking is essential to campaign success no matter which part of a campaign you're contributing to. And as Ana points out, there's artistry in creating environments where collective creativity can flourish. But it's not the same skill as coming up with concepts for brands year after year, noise-making ideas that are on strategy, on deadline and executable within budget. So, Ana, please don't toss out all of us traditional creatives just yet!