There will be digital people in the meeting won’t there?
I overheard someone say this during a visit to the office of another agency some time in the last couple of weeks. (I’ve visited quite a few in several cities. No names no pack drill).
It’s nearly six years since I worked in a “non-digital” agency. All of my colleagues are “digital people” of various shapes and sizes. The idea of a “digital person” never crosses my mind. It’s meaningless. And it’s really strange to hear someone say it out loud.
The very idea of a “digital person” carries with it a counter-productive exclusivity.
The existence of “digital people” implies the existence of “non-digital people”, at a time when everyone is, or should be, “digital”.
What matters is the all shapes and sizes specificity. What is your particular area of digital expertise? Writing code? UX? SEO? Interactive design?
The same applies to creativity and “creative people”.
There will be creatives in the meeting won’t there?
I’ve always hated the idea of “creative people”. It has that same counter-productive exclusivity.
The existence of “creative people” implies the existence of “non-creative people” in an environment in which everyone is, or should be, “creative”.
What matters is your own special brand of creativity. Copywriting? Original conceptual idea generation? Presentation skills? Elegant strategic problem solving?
Ditto, these days, “digital”.
Creativity is a cross-discipline aptitude. That’s why anyone from any type of agency – advertising, DM, PR, media, and yes digital – is capable of having good ideas.
Likewise, “digital”, whatever the hell “digital” is, is a cross-discipline aptitude. That’s why all types of agency – advertising, DM, PR, media and yes digital – are fighting over it.
By the way this is what the hell digital is.