Here Comes 2013.
I've been reading an awesome book by Teressa Iezzi called 'The Idea Writers', which is a look at the evolution of the profession of copywriting over the last 20 years, and where it is headed in the next 20. In a nutshell, 'copywriting' isn't really an artform the way it once was: copywriters need to be ideas creators, and on top of that, they need to be flexible enough to craft stories in an infinite number of mediums and channels: no more headline and body copy.
I just stumbled across this article on 'How Marketing Will Change in 2013', and one part lept out at me, by Jason Gaboriau, ECD at CP+B. He starts by pointing out that in recent years, we've grown used to gadgets that combine multiple features into one unit: smartphone + camera + MP4 player + garage door opener (to paraphrase his example). He then makes this excellent point:
In our industry, the debate raged over digital agencies vs. traditional advertising agencies. Creatives were divided based on how technologically savvy they were: Art Directors, Digital Art Directors, Writers, Digital Writers, Designers, Web Designers, Digital Designers and so on. That is no longer the case. We have separated the “ones” from the zeros. Today’s writer is also a digital writer who can edit, build their own website, shoot and make video games. Creatives today, like their smartphones, must be able to do everything. And well.
Completely agree. Sometimes I aspire to live in a more traditional ATL/TTL world, but then I reflect on what I've been lucky enough to do in the world I live in (brand experience). I've written and directed branded content films, co-written music for live performances, directed the Beijing NYE Celebrations, created huge real world installations and helped move fans closer to the sports they love through technology inspired experiences. And at every step in every project, I've been surrounded by brilliant and inspirational folk who all bring something to the table; their expertise leads to the project being as brilliant as it can be - a place no one person could get it to.
Creativity isn't about ego, attitude or awards. It's about striving to put yourself in the mix with the smartest people you can, and then working together to craft the most electrifing THING possible. Here's to 2013. Let's do some cool shit together.