BIG vs small

Traditional advertising in a non-traditional digital world.

Should ‘offline creatives’ who have no digital knowledge be allowed to concept for the online media market?

In my opinion a great idea is a great idea, but you still need to know the digital implementation limitations.  A lot of unnecessary pain is due to offline ‘creatives’ having no idea of how the internet and certain mediums work.

Someone actually told me the other day that they felt that the offline art directors and copywriters didn’t have to have any technical ‘understanding’ to be able to concept for the online  market!!!! I was shocked!! Although….it now makes sense why almost every project is a nightmare!.

Oh well, I’m just going to stick to design for now.  I used to get really frustrated with the whole lot but I think it’s just the advertising industry trying to ‘hang on’ to what they had.

Back in the day when television entered the market though – advertising agencies hired young bright minded people who had grow up being influenced by the new medium.  Why they don’t do it now I don’t understand.  Especially since the ‘internet’ is obviously a new medium to them.

Us ‘young people’ are hired obviously but power remains with the wrong people within these huge advertising agencies.  Smaller agencies are much better equipped to handle today’s market I feel.

We used to (back in the day the internet was a ‘new’ thing) work in teams of no more than seven people – this included Account Handlers, AE’s, Designers, programmers etc….and copywriters were brought in where and when required.  It made more sense and it worked great!!! Aaaah, the good old days

Most ‘big’ advertising agencies then had no respect for online design back then – but they’ve woken up – now that online advertising is about to take over print advertising. 

I still have the utmost respect for those small digital agencies out there – keep on doing what u do!!! (since most of the ‘big guys’ have no clue!!!)