Digital media–sometimes referred to as “new media”–have been taking ever larger pieces of marketers’ media placement budgets. And digital effects have been creating big impacts on audiences and awards juries. Now comes an Ad Age editorial by Mark Wnek claiming that highly paid and seasoned creatives are being jettisoned by agencies as they rush to recruit young techies to create ever more audacious marcom content.
Wnek’s premise is that there is no substitute for creativity, and that creativity is much more than the sum of any digital tech effects. He worries that true creativity is on the wane. This is worrisome from multiple perspectives, not the least of which is what happens in a world where Philip Kotler’s Marketing 4.0 five As starts to dominate marketers’ conversations and social media eventually replace television as the number 1 ad budget medium?
This gives us all something to think about. I’d appreciate your comments.