Some years ago, my sister told me she thought the world was
divided into artists and mechanics.
I guess, if you think about it, she's right. Probably a left-brain/right-brain thing.
I think this comes into especially sharp focus when you think about the creative marketing-digital execution divide. As general rule, creative people don't know all the technical details of the digital world as far as delivering a message is concerned. And they aren't doing their client any favors if they claim to.
By the same token, the digital mechanics on the other side of the marketing equation generally aren't at their best when it comes to creative. And they shouldn't try either.
It's like building a house. The architect has a clear job and a clear vision of what he or she wants to end up with; the construction company, project manager and workers all know how to make it happen. They need to work together, but they each need to recognize their role.
A creative marketing firm ought to be the driver in the Brand, strategy and creative messaging part of a marketing effort. The digital folks need to be the ones to make it happen - and offer any insight they may have on the latest whiz-bang digital stuff that might be employed to deliver the message.
As long as each of them understands that and is willing to work as a team, everything is going to work out just fine.
I guess, if you think about it, she's right. Probably a left-brain/right-brain thing.
I think this comes into especially sharp focus when you think about the creative marketing-digital execution divide. As general rule, creative people don't know all the technical details of the digital world as far as delivering a message is concerned. And they aren't doing their client any favors if they claim to.
By the same token, the digital mechanics on the other side of the marketing equation generally aren't at their best when it comes to creative. And they shouldn't try either.
It's like building a house. The architect has a clear job and a clear vision of what he or she wants to end up with; the construction company, project manager and workers all know how to make it happen. They need to work together, but they each need to recognize their role.
A creative marketing firm ought to be the driver in the Brand, strategy and creative messaging part of a marketing effort. The digital folks need to be the ones to make it happen - and offer any insight they may have on the latest whiz-bang digital stuff that might be employed to deliver the message.
As long as each of them understands that and is willing to work as a team, everything is going to work out just fine.
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