Technology Changes Creative Thinking
The title says it all. Technology changes creative thinking. In the olden days it was simple, you created a great image added some great copy and made a poster / ad or poured in to moving images and called it a commercial. Of course I’m talking way to easy about a very hard process but there wasn’t a lot of computers and software involved. The hardest part was getting the images from one place to another. All of a sudden this started changing with the introduction of the digital age.
Everything is changing rapidly, a nice idea doesn’t cut it anymore. You need to know if it’s technically possible in the channel of your choice.
So yes, within certain channels the creative idea is still leading (if you are working in the right agency with the right clients). But in online, and more and more in offline communication, technology is getting paramount. A great idea is still needed but you need to know if the Facebooks and the YouTubes allow your idea on their platform. Second you need to know if it’s possible to build it and if it actually will work.
So it’s going to be crowded at the table during the briefing. Not just the creative director should be present, there should also be an interactive / social media specialist and a technician present. This way a transmedia idea can be created, not only creating awareness but also engagement and interaction with the customer.
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The Social Media Effect – http://www.viralblog.com/online-marketing/technology-changes-creative-thinking/
Technology Changes Creative Thinking http://bit.ly/91o0fW
Indeed. It is quite amazing how much of an impact social media has on the world today. And how quickly information spreads when it is popular on it.
In a world where everyone has easy access to everything it is harder and harder to stand out.
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