The Modern Creative Director (Survey Results, Part 5 - Confines of Tech?)
(This is part five of seven questions in the survey. Here's the first question, second question, third question and fourth question.)
This fifth question digs into much of the issue around the transformation of creativity and advertising itself.
Back in 2000, I recall an art director asking me, "Are you a Writer or an Interactive Writer?"
I suspect this kind of conditional still exists.
I wanted to know if a person who focuses 100% of their time could be considered "creative" within advertising. Personally, I think the answer to the question below is "yes."
But judging from these anonymous comments (full list below the image), the debate continues:
"What do you mean by 'confines of Technology'? To me, technology is a freeing agent, not a restraint."
"Technology is the delivery system. It's like saying that if you were an expert in brushes that you can be a master painter."
"You can be creatively adept at technology. But I think creativity from an advertising standpoint and creativity from a technology standpoint are two very different disciplines."
"That's like asking if a creative director can exclusively work with copy and still be considered a creative director. Just because you have a focus in your skill(s), doesn't mean you can think on multiple plains. It's still about the thinking."
QUESTION #5: Can a Creative Director work entirely within the confines of Technology and still be considered a Creative Director?
39% said "Absolutely, without reservation."
20% said, "No, wrong title."
19% were not sure.
16% said, "Yes, if their output clearly includes design and writing."
And seven percent asked, "Why not just call the role a Technical Director?"
Here's the graphic:
COMMENTS:
Anonymous comments from respondents to the question, "Can a Creative Director work entirely within the confines of Technology and still be considered a Creative Director?" (Respondents were not required to submit a comment to this question.)
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1."I have to admit, I'm not sure I'm understanding the question and would need further clarification to answer that honestly."
2."Well, yeah, y'know.....the digital/interactive world has simply made dramatic what has always been true. You just try to make new connections for people on behalf of your client. And as creative director, you're trying to get other people to do that, too."
3."Creative Directors are in digital shops, design shops, direct shops, and on and on. The range of what a creative director does is all over the board. At each place it means something different based on that companies background and experience."
4."Depends on the agency they work at, and the amount of "design and writing" that is involved + their background."
5."The only condition I would add is if their output strategically delivers on marketing objectives."
7."Dear God, are there anywhere that isn't compressed to not employ people capable of performing multiple functions?"
8."If they are dealing with content and creative product with clients--they yes. Otherwise it's production jobs that you are talking about. Also, important but not cd. if you are talking about a cd who does just content with clients on tech--then of course. I don't think your options speak to this."
9."I doubt someone so creative would satisfied with the CD title. What was wrong with Web Guru?"
10."That's like asking if a creative director can exclusively work with copy and still be considered a creative director. Just because you have a focus in your skill(s), doesn't mean you can think on multiple plains. It's still about the thinking."
11."you can be creative with technology, but that doesn't make you a creative director. it makes you a technology director that understands the role and strength of being innovative. i demand that our media director(s) devise creative plans, does that make them creative directors?"
12."to the same extent that a Creative Director in advertising and/or marketing can also work entirely outside the confines of Technology and still be considered a Creative Director."
13."If this question is really asking me can a CD be one only for web? I say yes BUT they should have a true understanding of all aspects of marketing and materials produced to be a Brand advocate. I don't think that you can deliver a brand solely through the web and still grow. If this question is asking can a CD work only through their computer? I say no because that's not real leadership."
14."In a true sense, a creative director oversees a department or group with technical and productions experts. They should hire the best people and defer to them, not micromanage at the expense of the overall creative work and creative strategy. Smaller agencies are forced to have (or recruit) CD's who are more expedient in production. This isn't a bad thing, it's just not top priority overall."
15."It's all about the big idea and being proficient enough in all disciplines."
16."What do you mean by 'confines of Technology'? To me, technology is a freeing agent, not a restraint."
17."Technology is the delivery system. It's like saying that if you were an expert in brushes that you can be a master painter."
18."Creative Directors need mentoring/people and sales skills."
19."Unclear what is meant by "technology" - just digital work or actually coding?"
20."As long as they fill all the requirements in regards to technical knowledge."
21."You can be creatively adept at technology. But I think creativity from an advertising standpoint and creativity from a technology standpoint are two very different disciplines. The two must have a working knowledge of the other. But I don't think one person can be a truly effective expert in both."
22."Titles are somewhat meaningless at this point. But if the topic is really around the traditional title of Creative Director, that means he/she manages the creatives within an organization. I don't see a senior tech person leading creatives."
23."We have made a shift from the medium being the message to the message being the medium."
24."I work in an agency that gives "Creative" titles to Interaction Designers. While IAD people's work involves creativity, they are not creative. They are not guiding and shaping brands."
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(I will admit to not being a professional pollster. Only 72 individuals responded to my survey in roughly 72 hours. I used email and Twitter to connect with current CDs, ECDs, CCOs, media planners, account executives, art directors, designers—and even a few client marketers. The process was anonymous, via Survey Monkey. So, perhaps these results are merely the result of 72 monkeys. I can't say for sure.)
One more question to go. Thanks for participating.